Gen Z & Gold – An Uneasy Relationship?
→ Gold has been a symbol of wealth for millennia. But in the age of crypto, stocks, and AI—does Gen Z care about gold anymore?
Gen Z & Gold – An Uneasy Relationship?
Gen Z (born ~1997–2012) is:
So, is gold still relevant to them?
📊 What the Data Says
📉 Gold ≠ Favorite Asset
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Gen Z prefers:
→ Stocks (esp. tech, fractional shares)
→ Crypto (BTC, ETH, Solana)
→ Real estate (via REITs)
→ Side hustles & businesses
Surveys show less than 20–25% of Gen Z hold gold in their portfolios.
📈 But… Interest is Growing Again
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Digital gold & tokenized platforms attract younger buyers
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ETFs like GOLDBEES or US-based GLD are now being bought via Zerodha, Groww, Robinhood
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Many now see gold as a hedge to balance their high-risk investments
🧠 What Gen Z Wants from Gold
| Gen Z Preference |
Gold Evolution Needed |
| ✅ Digital-first |
Gold-backed tokens, UPI-accessible apps |
| ✅ Sustainable |
Recycled gold, traceable sourcing |
| ✅ Transparent |
Live price tracking, instant liquidity |
| ✅ Cool factor |
Gold linked to luxury NFTs, branding |
| ✅ Passive income |
Covered calls, gold lending, DeFi-gold |
They don’t want to “own a bangle”.
They want to own a gold-backed asset with yield, liquidity, and digital access.
🪙 Platforms Winning Gen Z Gold Attention
| Platform |
Why Gen Z Likes It |
| Jar App |
Micro gold savings via UPI, gamified |
| SafeGold / Augmont |
Digital gold with 99.99% purity, redeemable |
| Oropocket |
Tokenized gold with yield (DeFi integrations) |
| GOLDBEES ETF |
Stock-like liquidity, long-term play |
| MMTC-PAMP Gold |
Recycled + clean gold branding |
🔍 Key Drivers of Future Interest
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Education on gold's role as a hedge
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Integration into everyday fintech apps
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Gamified, goal-based savings
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Gold + Crypto hybrids (like Paxos Gold, Tether Gold)
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Sustainability narratives: recycled gold, ethical sourcing
📉 What’s Not Working for Gen Z
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Traditional gold jewelry marketing
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High entry costs without fractional options
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Lack of transparency in pricing or purity
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No clear use case beyond gifting or inheritance
🧠 Final Insight
“Gen Z doesn’t hate gold. They just want it on their terms.”
To win Gen Z:
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Think apps, automation, and alignment with values
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Offer digital, liquid, low-ticket gold exposure
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Blend finance + lifestyle + tech