Archive · 28 Sep 2025
WGC Aims to Reconnect Gen Z with Gold Amidst Price Surge
The World Gold Council wants young people in India to buy more gold.
They've noticed that young people are spending less on gold jewelry because it's expensive and they like other things, like gadgets and travel, more.
The council launched a new campaign called 'The Moment is Gold' to try and get young people interested in gold again, showing them that gold can be used for everyday wear and is a good investment.
The council hopes to make gold relevant and exciting for the younger generation, even if prices stay high.
WGC launched the 'The Moment is Gold' campaign to boost gold demand among Gen Z and millennials in India.
Gold jewellery demand has declined by 17% in the past six months due to rising prices.
Younger consumers lack the emotional connection to gold, favoring experiences and technology.
Investment-led gold demand is growing, while jewellery sales have declined in volume.
The campaign will run for three years, focusing on digital and social media to reach young consumers.
- Who
- World Gold Council (WGC)
- What
- Launched a campaign 'The Moment is Gold' to increase gold demand from younger generations.
- When
- Campaign launched earlier this month.
- Where
- India.
- Why
- Due to a decline in gold jewellery consumption among younger consumers due to high prices and changing spending habits.
- Campaign Name
- The Moment is Gold
- Target Audience
- Gen Z and Millennials
- Gold Price Impact
- 17% decline in jewelry demand in past 6 months
- Focus
- Daily wear jewelry and investment
- Investment Demand Increase
- 7% in volume, 54% in value