Our consumer research suggests they already do.
In 2016, we interviewed 8,000 retail investors in four of the largest gold bar and coin markets – 2,000 each in China, India, the US and Germany. The data shone a spotlight on the all-important ‘Millennial’ population1 – exploring their attitudes and behaviours towards a range of investments, including gold.
The results were surprising.
When we asked each respondent how they would invest a gift of $1,000, Millennials showed exactly the same preference for gold as older investors: 16% said they would buy gold bars and coins, while 6% said they would opt for gold-backed financial products (such as ETFs). The preference for gold bars and coins varied by market, with German and Indian Millennials showing the greatest aspiration to invest in these products (19% in each market).
And a more recent global investment survey by Legg Mason (2017) showed that US Millennials were the most likely to view gold as an attractive investment: 34% selected it as one of their top three ‘best opportunities’ over the next 12 months, compared with 23% of the overall population.2
Investment aspiration of global Millennials is in tune with the wider population
(% who would invest in each if given $1,000)