World Gold Council Aims to Make Gold Relevant for Younger Generations

The World Gold Council is working to make gold more appealing to younger consumers beyond traditional occasions like weddings and festivals. In an exclusive interview with MediaBrief, Arti Saxena, Director and Head of Marketing, India at the World Gold Council, discussed the organization's 'Moment is Gold' campaign. This initiative aims to broaden the perception of gold, associating it with personal achievements and everyday celebrations rather than just cultural milestones.

Saxena highlighted that while 55% of gold demand comes from weddings and 15-20% from festivals, younger generations value celebrating smaller, personal moments. The 'Moment is Gold' campaign seeks to capture this shift by making gold relevant to their lives. She emphasized the importance of moving beyond discount-driven advertising, which has led to the commoditization of gold, and focusing more on craftsmanship and emotional storytelling.

The campaign also addresses the challenge of sustaining gold's relevance amid stagnant demand over the past decade. Saxena pointed out that gold prices have fluctuated significantly, with prices around ₹78,000 per 10 grams in 2024, peaking at ₹1.8 lakh in January of that year, and settling around ₹1.55 lakh during the interview. Despite these fluctuations, the campaign aims to strengthen the emotional connection between younger consumers and gold.

Saxena also discussed the need for a balanced communication strategy that highlights the craftsmanship and beauty of gold jewelry, rather than relying solely on promotional offers. She cited luxury brands like Cartier and Bvlgari as examples of effective storytelling and emphasized the importance of trust in the gold category, given its dual role as a cherished possession and an investment asset.