A&A 4 GEN-Y?

...or A New Generation to rediscover Art & Antiques ?

Amongst the perils of being in an industry as traditional as art and antiques, is losing sight of the new buying generation which (though none of the older generations believe it is possible) are coming on stream as the next generation of adults; they are not only shaping society in the 21st century - they will be society in the 21st century. In PR and Marketing terms (which permeates their language), they are called Generation Y, or Gen-Y.

These are young adults, now taking over as "earners and spenders", but born into the internet age. The www is both their source of information and where they share ideas socially and professionally. They are c. 20 to 35 years old, educated (even if their correspondence sometimes verges purposefully on the illiterate), global (rather than international), having access to more information on everything than can ever be sensibly digested or reflected upon, cynical about how the planet has been handled to date and sceptical beyond their years about everything as a result. They are also, however, very capable of cutting to the chase more quickly than those that are older would give them credit. Their profile and demographics are being constantly analysed and the results are causing a revolution in which Gen-Y are at the forefront, both as creators and targets.

One could imagine this would herald yet a further decline in the value of things like traditional collections of paintings, brown furniture etc.... On the other hand, perhaps quite the opposite will be true; that is, for those firms who can highlight the place of fine art and antiques in the world of today as well as tomorrow, and do so in consideration of the priorities of this new generation of buyers.

Having trawled through some existing internet exchanges on the subject, before deciding to found this blog, I read to my great joy, statements which highlight the relevance of antiques to Gen-Y's concerns: the focus on recycling, longevity of product - use vs. a throw-away society, reused wood vs rainforests and their protection, calls for craftsmanship over mass production in support of apprenticeships to appreciate and preserve these skills, the uniqueness of fine art and antiques over the commonness inherent in commercial production—social responsibility and above all, the emphasis on thinking afresh about everything.

I found various blogs/messages/articles suggesting one could ‘buy vintage or antique instead of new, to help save the planet’ and (music to an auction firm’s ears) recognition that ‘....there are lots of wonderful antiques out there which are of brilliant quality, exquisite style and quite often cheaper than new, too!’ The fact is that perhaps it is this new generation, who were born internet-savvy, who will be the generation to recognise how "great antique items look in a contemporary setting, worked in with modern items to give an eclectic look and feel..." – meaning that antiques could well prove to be the new recycling!

Having visited flats where walls are bare because of a sensible attitude not to clutter space with items which will be worthless the moment they are paid for, combined with a perception that the price of original oils, watercolours or etchings (which are clearly understood as an investment) as prohibitively expensive - it is clearly the art & anitques world is failing to bring the message of affordability to the potential Gen-Y buyer. There are countless examples in Online Auction Catalogues of 18th and 19th century paintings and beautifully made furniture for less than the proprietry department store attempts at the equivalent. The former are not only useful/beautiful, sustainable and an investment but they embody a story of the period, place, culture and often the maker/painter and subject matter. They are not churned out to fill space and that is perceptable at a glance, when they are placed on or before that blank wall.

So may our attempts, to include this new aware Gen-Y in the ever changing story of art & antiques, flourish. There are places for high tech and there are places where we rediscover and are stenghened by our past, its quieter vision and its creative influences. I hope our more traditional buyers will join too in the dialogue we will facilitate online.