Having hopefully weathered the worst of COVID-19, Americans are becoming more confident in their personal health – but worries still abound. Financial woes, in particular, have grown, and a drop in household incomes means low-cost offers will fare well with price-sensitive shoppers.

With American luxury buyers wanting charitable giving to be a more seamless and integrated part of their day-to-day, they’re looking to brands for help. Luxury fashion retailer Olivela enables customers to shop their favorite labels while giving 20% of all proceeds to partner charities.

Luxury Soho, launched by Alibaba, aims to provide an entry point for Gen Zer luxury shoppers in China. With the financial downturn of COVID-19 hitting the luxury sector and deterring people from spending, the platform uses activations and accessibility to ease them into purchases.

As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?