Art, Disrupted

 Generation Z (Gen-Z) is transforming the art world in exciting and disruptive ways. Born between the late Rs 90s and early 2010s, this digital-native generation is challenging traditional norms, particularly around how art is consumed, created, and valued. They’re leading the charge toward a more inclusive and digitally driven art world.

Gen-Z’s digital-first approach doesn’t stop with just viewing art online. Virtual galleries and augmented reality exhibitions are emerging, offering immersive experiences that transcend physical boundaries. As Prachi Popat, an artist and curator, puts it, “Digital platforms increase visibility of art, and different kinds of art than one is used to seeing, but do little for an audience who doesn’t make use of it.”

The Digi-First Revolution

Gen-Z is the first generation to grow up entirely immersed in digital media, and it’s changing how art is both made and experienced. Unlike previous generations, who might have had to wait for gallery exhibitions or browse auction catalogues, Gen-Z can access and engage with art directly online. Platforms like Instagram allow artists to showcase their work globally, without the barriers set by traditional gatekeepers. The AstaGuru Auction House recently organised a two-day showing of modern and contemporary artists at the Nehru Centre in Mumbai, featuring works from masters like MF Husain, SH Raza, Ram Kumar, and Krishen Khanna, as well as contemporary voices such as Suryakant Lokhande and Mousumi Biswas. The goal? To provide a platform to view Indian art in person.

“Young art enthusiasts tend to prefer contemporary Indian artists as they resonate with innovative approaches to art,” explains Manoj Mansukhani, chief marketing officer at AstaGuru.

Ethical Engagement

One of the key ways Gen-Z is redefining the art world is through their demand for ethical engagement. Art isn’t just about beauty or prestige for this generation — it’s about values.

Issues like climate change, racial justice, and mental health are central to the art Gen-Z consumes and creates. They’re looking for authenticity in the works they purchase and support, and they want to know the stories behind the artists themselves.

“Art is activism for Gen-Z,” says Ria Chopra, a journalist who covers pop culture and Gen-Z. “They prioritise artists who align with their ethics, often purchasing art to support causes rather than chase status.”

Mansukhani adds, “Contemporary Indian art tends to be heavily influenced by today’s artists’ political views, current events in the country, their varied cultural backgrounds, as well as their personal trials and tribulations — all concerns that Gen-Z are heavily involved with.”

Yet not all young creators are optimistic about Gen-Z’s depth of engagement. “We’re a generation so dependent on prompts and spoon-fed with ready-made interpretations,” Popat reflects. “Art requires a certain level of patience, to be able to sit with it and form your own interpretations.”

From Creator to Curator

What sets Gen-Z apart is their blurred role in the art world — they’re not just consumers but creators, curators, and collaborators. On platforms like Instagram and Discord, they don’t just engage with art; they discuss it, remix it, and fund it. This participatory culture has shifted how art is valued. Street art and public installations, often co-created with or inspired by communities, are also gaining traction. Mansukhani points to large-scale pieces by Bharti Kher and Valay Shende, which reflect both personal and national identities — concepts that resonate deeply with Gen-Z. These spaces allow younger audiences to connect, reflect, and sometimes even contribute. However, Popat warns of the algorithmic traps that come with digital spaces: “Only the most sensational, eye-catching works get drawn to. We fall prey to the algorithms that decide which art is worthy — it’s a dangerous position to be in.”

A Shift in Aesthetic & Value

Gen-Z’s aesthetic celebrates rawness, vulnerability, and authenticity. Whether it’s exploring personal identity or addressing mental health, their art often reflects their lived experience. “Compared to past generations, Gen-Z questions social norms, from gender binaries to what makes a ‘good career,’ and this behaviour percolates into their art,” says Chopra.

This questioning also challenges traditional markers of prestige. Gen-Z is less interested in owning a name-brand piece and more drawn to meaningful art that reflects their identity and beliefs. Platforms like Patreon and Substack, where fans directly support creators, are becoming alternative modes of art patronage.

“Innovative thinking toward art is seen in every generation,” Chopra notes, “but with Gen-Z, we do see greater conversation around notions like gatekeeping and access.”

The Market Response

The market is already adapting. According to Art Basel, Gen-Z collectors are not only spending — they’re investing. In 2022, Gen-Z art buyers spent more than 30% of their net worth on art. Under-25s contributed $3 billion to the U.S. art market in 2021 alone. These figures show that young buyers are now a powerful force reshaping the commercial art world.

“The move to online auctions by auction houses has also led to art collectors, young and seasoned, being able to acquire rare works from the comfort of their homes,” says Mansukhani. And for those who find traditional museum spaces uninviting or inaccessible, immersive exhibitions like Van Gogh 360° offer an easier point of entry. “For an uninitiated audience, these immersive exhibits are necessary to make art an easily accessible experience,” says Popat.

Looking Ahead

Gen-Z is not just consuming art—they are reshaping it. Their digital-first mindset, ethical focus, and interactive approach are transforming what art is, where it lives, and who gets to participate in its evolution. They are pushing for a more inclusive, accessible, and collaborative space. Despite the challenges posed by algorithms, shortened attention spans, and overstimulation, this generation is actively questioning, reframing, and reimagining what it means to engage with art.