Digital transformation is the hot project of the new decade. COVID-19 has forced affluent consumers of all ages to embrace digital engagement and has accelerated emerging digital trends. However, Luxury Institute 2022 trends research, conducted with its Global Luxury Expert Network (GLEN) members, indicates that luxury and premium goods and services brands are operating with inaccurate assumptions. In this white paper, Luxury Institute provides a reality check that will help brand leaders to debunk the seven most dangerous digital myths and empower them to free their organizations from false beliefs that can damage their brands in 2022 and beyond.