The New Cultural Capital

Status is no longer defined by ownership—it’s driven by ideas and curiosity. Today’s tastemakers are globally minded, culturally fluent, and intellectually engaged. Defined not only by affluence but by awareness, these tastemakers are rewriting the rules of value, aspiration, and connection—challenging brands to think differently about what truly resonates.

The New Cultural Capital is a short report by CNN International Commercial which unpacks the concept of culture being the new currency of influence.

Curators of experience

A keen interest in global culture is rooted in a desire for deeper meaning. From traditional crafts to culinary rituals, new tastemakers seek meaningful experiences. And as self-identified global citizens (67%), their interests span continents and cultures, and they invest time and resources into their passions. For example, 90% of the CNN audience agree that understanding the story or heritage behind a product adds value.

Their interests reveal a trend for discovery and connection, 86% identify as explorers and 68% prefer to go where locals go. And once they’ve experienced amazing things, they’ll quickly share with others.

Knowledge as a personal brand

For CNN’s audience, influence is expressed through cultural literacy. Their wide-ranging interests reflect a deeper pursuit: to be informed and ahead of the curve. 85% of the CNN audience enjoy discovering and exploring new trends before they become mainstream.

From exhibitions (69%) and food experiences (79%) to music (77%) and pop culture (71%), active participation signals their values and expands their horizons. And with 71% considering themselves to be trendsetters amongst their peers, their choices indicate a desire to be seen as tasteful and culturally attuned.

Intentional consumption is at the heart of re-engaging audiences

Value is no longer defined by price alone, but by meaning, craftsmanship, and relevance. So, as the economy crunches, consumers want a sense of personal alignment with the brands they choose, not just acquisition.

More than 60% of luxury consumers report buying fewer luxury items due to price increases, and over half feel the quality no longer justifies the cost. Despite this, 9 in 10 state craftsmanship and product quality are essential which aligns with data from Boston Consulting Group and Altagamma, which states aspirational consumers (60% of the market) are pausing their spending. Conversely, top-tier clients, comprising of less than 1% of the market generate 23% of its value.

This spending power comes with certain expectations. 80% of consumers prefer exclusivity, privacy, and personalized service. CNN’s audience reflects this mindset, with 82% willing to pay a premium for on-trend or limited-edition items, and 69% willing to attend brand events, launches and exhibitions.

The implication is clear: high end brands must return to their fundamentals and create a story through which consumers can find reasons to connect and stay engaged.

Go where the curious are

For brands, this presents both a challenge and an opportunity. The challenge lies in building on the conventional markers of status: price, exclusivity, visibility. And instead create relevance through narrative, experience, and emotional connection.

The opportunity is to engage a mindset that values depth over display, and intentionality over impulse. News environments can reflect this mindset. Offering context, credibility, and inspiration, they are increasingly central to how premium audiences form opinions and make decisions.

For example, 83% of CNN’s audience say that its content inspires their quality lifestyle choices and that it is not found elsewhere, while 85% say that its luxury coverage expands their view of what luxury means today. People don’t just tune in to stay informed, but to become inspired.

Download your free copy of the short report and explore CNN International Commercial’s audience insights solutions: https://commercial.cnn.com/our-solutions/audience-insights/

Looking for globally minded and culturally curious storytelling?

CNN Original Series K-Everything hosted and executive produced by Daniel Dae Kim will premiere on Saturday, May 9 on CNN International. A cultural exploration of Korea’s explosive global influence, Kim explores the forces behind Korea’s cultural rise, tracing how distinct traditions evolved into global phenomena across four immersive episodes. Find out more: https://cnnpressroom.blogs.cnn.com/2026/03/26/cnn-original-series-k-everything-with-daniel-dae-kim-premieres-saturday-may-9-on-cnn-international/

Source: The New Cultural Capital, CNN International Commercial, December 2025