8. Privacy & Ownership

When asked about the in-person access they allowed to their collections over the last 12 months, 22% of HNWIs restricted viewing: 15% to their immediate household and 7% to close friends and family. Of those with digital content relating to their collections, just over one quarter (26%) kept it within limited, private circles. Gen Z were the most private generation: 39% restricted in-person viewing of their collection to their households or close family and friends, almost twice the share of any other generation. Gen Z were also the most private online (36% kept online content within private circles) but led on restricted or invitation-only group sharing (42%, the highest of any generation), suggesting a preference for narrowing the audience rather than forgoing sharing altogether.

Just 10% of the HNWIs surveyed wanted wide recognition as collectors, while 64% preferred to keep their ownership of art private within their household or close circle. Among those collectors who lent works to museums, most preferred limited recognition: 30% sought full anonymity and 47% discreet acknowledgment, versus only 17% seeking full public credit.

When asked about the most important aspects of ownership, uniqueness or rarity were the leading priorities (43%) and mattered more to younger collectors (48% of Gen Z versus 38% of boomers), reflecting a stronger pull toward individual distinctiveness. Owning works respected by experts or admired in collector circles ranked lower (combined at 41%) and mattered more to older collectors (34% of Gen Z versus 43% of boomers).