Global Gold Buyers Are ‘Confident’ in Gold

• People are confident in – and loyal to – gold. Gold already has strong foundations and it’s important to know where that confidence is strongest and weakest.
• But there are areas of mistrust. While people have confidence in gold, there is some mistrust around product purity and trustworthiness of some retailers.
• Gold can resonate more deeply among younger consumers.

Millennials’ attitudes towards gold are not so different from those of older generations. But there are perceptual misgivings among the younger Gen Z audience, particularly in China’s jewellery market.

• Technological innovation can create a route to new audiences. There are some pioneering, technologically-savvy players in the gold market. But our data suggests there are too few.
• There are knowledge gaps in the minds of potential gold buyers that need to be filled. This includes greater awareness around gold, through TV, print and social media; more quality education around the benefits of owning gold; and, while it is not a mainstream issue now, the next generation of potential gold buyers need better education around the industry’s ethical credentials.

Hong Kong Unrest Highlights Need for Physical Gold

GoldCore directors have been monitoring the political and economic situation in Hong Kong for the last year. It has clearly deteriorated in the last two weeks and we are now erring on the side of caution in terms of our client’s who store assets there.