Generational shift in attitudes
Towards provenance of luxury goods Younger generations more interested in ethics and sustainability as the new status in luxury and are prepared to pay a premium for this New research published in De Beers Group’s latest Diamond Insight Flash Report highlights that consumer attitudes towards provenance are changing as younger generations value ethics and sustainability assurances beyond simply knowing where a product originated. [Read: latest Diamond Insight Flash Report: https://gjtownindia.blogspot.com/2021/11/latest-diamond-insight-flash-report_20.html ] Based on research conducted among 1,000 US consumers, the report found that while consumers aged 50 and above cited quality factors as being their most important considerations relating to provenance of luxury goods (for example, French champagne, Italian cashmere), the 18 to 34 age cohort over-indexed on factors such as ‘human rights,’ ‘environmental impact’ and ‘from a company whose values I agree with.’ The r