What Under-40s Print Collectors Are Doing Differently
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The print market is changing hands. For decades, collecting was dominated by older men operating within traditional networks of galleries and dealers. Today, that balance is shifting. According to the Print Collectors’ Survey Report, a new wave of collectors — younger, more diverse and digitally fluent — is redefining how value, access and authority work in the secondary market.
From imbalance to evolution
Across all respondents, 79% identified as male, 18% as female, and 3% as non-binary or preferred not to say. At first glance, the market still appears skewed. But among collectors under 40, 55% identified as female, non-binary or preferred not to say, marking the most balanced cohort in the survey.
That data signals more than demographic variety — it marks a cultural reset. Collecting is no longer inherited behaviour passed down through closed networks. It is an active choice driven by passion, access and transparency. Younger collectors are entering the market on their own terms, guided by data rather than dealers, and by visibility rather than gatekeeping.
Younger collectors, new motivations
For Gen Z and Millennials, the motivations behind collecting differ markedly from those of previous generations. Artist admiration (68%) and affordability (65%) were the top entry points, with investment potential (45%) following close behind.
That hierarchy of values shows how emotional connection and financial awareness now coexist. Collectors in their twenties and thirties want to live with art that inspires them, but they also expect clarity on price, edition size and provenance. The editioned print, with its built-in comparables and accessible entry point, offers both.
Technology, transparency and independence
Digital fluency defines this generational shift. Seven in ten collectors use social media to discover art, and only 14% work with advisors. The youngest collectors are confident researching, pricing and verifying artworks online.
Where previous generations relied on personal introductions or gallery representation, Gen Z collectors move seamlessly between Instagram, auction results and data-driven marketplaces. They expect information to be public, not privileged — and they value platforms that make price histories, demand levels and condition reports transparent.
This behaviour has pushed the art market towards parity with other asset classes. Collectors treat research as due diligence, and digital access as non-negotiable.
How women are changing collecting culture
The rise in female participation is reshaping tone and taste. Women collectors are not only buying differently — they are bringing new priorities to the table.
Data from MyArtBroker’s survey shows that women under 40 place a slightly higher emphasis on fair price, condition and artist reputation, aligning passion with prudence. Many are active in creative industries themselves, and view collecting as cultural alignment rather than competition.
This balanced approach echoes across the secondary print market. The focus on fairness and transparency resonates with MyArtBroker’s founding principles of personalisation, access, control and transparency — values that speak directly to an audience seeking equity as well as enjoyment.
The inheritance of influence
Older generations still hold the majority of financial capital in the art market. More than 40% of high-value collections (worth over £100,000) sit with collectors aged 50 plus. But as that wealth transfers, younger buyers will inherit not only works, but the infrastructure to manage them — digitally.
That inheritance will accelerate the move towards open, data-rich systems. MyPortfolio and Trading Floor already mirror the habits of these collectors, providing real-time valuations, live market signals and instant transparency. For a generation accustomed to mobile banking and algorithmic pricing, this functionality is essential.
A more diverse and resilient market
The growing diversity of participants — by gender, profession and geography — is strengthening the market’s foundations. With broader representation comes broader taste: from blue-chip modern masters to contemporary street artists and female printmakers.
This inclusivity is not tokenistic; it’s structural. When more people can access reliable data, and more perspectives shape demand, value stabilises. The result is a market less dependent on speculation and more grounded in informed enthusiasm.
Looking ahead
The gender and generation shift captured in the Print Collectors’ Survey tells a story of evolution rather than disruption. Collectors under 40 are not rejecting tradition — they are updating it.
They still care about provenance, authenticity and artist reputation, but they insist on transparency and digital control. They still collect for love of the work, but they recognise that value matters too. And they still rely on expertise, but they expect that expertise to be accessible on demand.
As this cohort matures, their expectations will become the market standard. The future of print collecting will be defined by their principles: open, equitable and informed.