Luxury raised prices without raising quality or creativity — and the bill has arrived. Mid-market is now eating luxury's growth. Nick Gray, founder of IGU Global, argues this same dynamic is about to hit every brand via AI — and most leaders are about to make the same mistake, just with people instead of price tags.

The 2026 Edelman Trust Barometer just proved what we see at IGU every day. Business is the last trusted institution standing. Most brands are wasting it. Here's the data — and what it's costing you.