For Gen Z and millennials, gold buys must feel ‘worth their money’: WGC

The new ‘moment of gold’ campaign of the Council is trying to re -connect young buyers with precious metal, which was initiated in the early hours of this month. The campaign responded to internal research showing a clear “interruption” between young generations and affinity to gold.

Unlike Parents, WGC surveys do not have emotional connection with gold. Instead, consumers under the age of 35 spend more for travel and high -level vehicles, lifestyles and desires. In an interview MintArti Saxena, the Marketing President of the World Golden Council, discussed the Council’s efforts to make a gold shine again for the younger generation.

“Main Gold”, promotes the use of gold jewels for daily clothing, but also in a series of campaigns that will position the gold as a safe investment for young buyers. The campaign was conceptualized by BBDO India. Quotes organized:

As an Industrial Council, how do you shape gold demand in India?

Our task is to increase the demand for gold. We invest in consumer research and monitoring annual gold demand. We look at many consumer data available for us, especially how Millennials and Gen Z buys gold. This is the consumer group we focus on.

If you look at the campaign -specific campaign – gold jewelry, the demand until about 2023 was more or less stagnant. In 2024 and in the next half -year, gold demand decreased due to the increase in gold prices. In the last six months, the demand has decreased by 17% in terms of volume, and in the last 12 months, it has increased by 20% (due to higher prices).

So, considering that high prices can still keep consumers in fence, how can it increase advertising demands?

We see a decrease in the demand for gold. In fact, 64% of Millennials and Gen Z think that there is a lack of relevance and there is an emotional disconnection with the category. The love of gold continues among the older generations. So we started the ‘Moment Is Gold’ campaign – to provide relevance and emotional connection with the young generation.

In India, Gold, Diwali, Weddings, Akshaya Tritiya, Anniversary, etc. It is also closely dependent on lock situations such as. Today, however, the younger generation focuses more on living and looking for satisfaction instantly. Our economy is also a tendency to a consumption economy from a savings, directed by the younger generation. Thanks to this campaign, an important messaging is that this is not related to an important situation in life; Key milestones can be small or large, celebrate with gold.

When we look at the young generation, there is a lot of talk about gold prices, but they grow up when you look at other categories (charm, international travel, etc.). Obviously, when young consumers love a category, they prepare to spend money. This is not about whether or not the gold jewels touch their money.

How about focusing on investing in gold? More consumer is enthusiastic to buy gold mine or invest in gold ETFs today. As of the end of July, the cumulative assets of Indian Gold ETFs have doubled for almost 7.85 billion dollars…

Until 2023, the share of gold jewelery sales to the general gold demand was 80%; The remaining 20% ​​demanded investment. Towards 2024, approximately 70% of the total gold demand in India is almost 30% of the demand for jewelry and investment. Gold jewel demand decreased by 17%; Gold investment increased by 7% in volumes. It increased by 54%in terms of value. This is a kind of return.

On the investment side, we will do a strategic situation for gold investment – this campaign is on the pipeline. This campaign is directed towards young investors and will talk about the role of gold in their portfolios.

What is your media mix for the campaign?

The campaign will last three years. We will continue to optimize, but the first KPI for us by the media. With re -imaging the campaign, we are trying to push it to its consumers as many thousand years as much as possible. Ours is a digital and social first campaign.

In digital, we looked at the New Age Media, so we were connected to the OTT platforms-Smart TV. In addition, we focused on television because when talking about raising gold images, it is very important to look at the effective media. We looked at the reality shows on TV and we also have a small printed media explosion.

If gold prices continue to increase, how will this campaign change the narrative around gold consumption?

Gold prices reached a historical height. As a result, there is a decrease in the consumption of gold jewelry. Although the prices are very high, we believe that consumers will come back independent of the price if relevance and emotional connections are established. It is always a long -term game.