Globally, there are clear perceptions of gold as a safe, durable, traditional store of value. As an investment, it plays to these strengths – retail investors buy it to protect wealth and create long term returns. Jewellery buyers treasure it for sentimental reasons and as a reward for success.
It has a strong global presence. This is true for both retail investment and jewellery: globally, almost half of retail investors and fashion and lifestyle consumers have bought gold at one time or another.
What consumers say
Global retail investors
Percentage of investors that have ever bought each product
Retail investors that have ever bought any type of gold investment
Base: Total retail investors (US, China, India, Russia, Germany, Canada)
Global fashion and lifestyle consumers
Percentage of fashion and lifestyle consumers that have ever bought each product
Luxury buyers that have ever bought any fine gold jewellery
Base: Total fashion and lifestyle consumers (US, China, India)
Gold creates a feeling of safety and security. The majority of retail investors and fashion and lifestyle consumers trust gold more than the currencies of countries
Of investors in India trust gold more than currencies
Of investors in China trust gold more than currencies
Of investors in the US trust gold more than currencies
Of investors in Germany trust gold more than currencies
Global retail investors
Percentage of those surveyed that agreed with each statement
Base: Total retail investors (US, China, India, Russia, Germany, Canada)
Global fashion and lifestyle consumers
Percentage of those surveyed that agreed with each statement
Base: Total fashion and lifestyle consumers (US, China, India)
It is prized for more than just its inherent value. Retail investors and jewellery buyers alike feel that gold brings back lots of happy memories and can bring good luck.
Gold can bring me good luck
of retail investors globally agree
of 18-24 year olds
of 25-34 year olds
of 35-44 year olds
of 45-54 year olds
of 55-65 year olds
People often ask whether the younger generations feel the same way about gold. Our data suggests that, for retail investment, they mostly do.
I trust gold more than currencies of countries
of retail investors globally agree
of 18-24 year olds
of 25-34 year olds
of 35-44 year olds
of 45-54 year olds
of 55-65 year olds
And this translates into their buying intentions.
of 18-38 year olds globally had invested in gold in the past year.
And almost half stated that they would definitely invest in gold in the future (46%). Interestingly, younger investors tend to be less risk-averse and less likely to adopt a long-term approach to investing.
Are more likely to say…
I want exponential growth from all my investments and am prepared to risk my money to get it
18-24s
Are more likely to say…
Are less likely to say…
Steady returns from my investments are OK, I don't want to risk my money
18-24s
Are less likely to say…
Are more likely to say…
I don't really believe in investing for the long term, I want to live for today
Are less likely to say…
I am concerned that a financial market crash or economic downturn could damage my savings
Are more likely to say…
I am often one of the first among my peers to consider new investment options
Are less likely to say…
I choose to make investments that have a positive social impact
Are more likely to say…
I rely on other people to guide my investment decisions
