Gen Z has a problem with gold: WGC Study
- In terms of investment demand, Gen Z consumers are less likely to invest for the long term, factors which in turn impact their demand for gold, says the WGC report
- The Gen Z attitude stands in contrast to their immediate seniors, the millennials
A multi-country World Gold Council study that covered 18,000 respondents highlighted the issues that members of Gen Z (those born between 1996-2010) have with the precious metal. The report highlights challenges around style and lack of an emotional connection with gold among the world’s youngest cohort of consumers. In terms of investment demand, the report notes that Generation Z consumers are less likely to invest for the long term or to worry about the impact of a financial crash on their savings, factors which in turn impact their demand for gold. The report covered retail investors in 6 major gold markets - USA, China, India, Germany, Canada and Russia. For its jewellery section, it covered 3 of those markets - USA, China and India.
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