‘63% of young investors distrust gold—blockchain MarTech is changing that’

Arti Saxena, Director & Head of Marketing, India, World Gold Council, talks to e4m about how AI, blockchain, and digital campaigns are making gold investment more appealing to young investors. She highlights why gold doesn’t need a ‘to-the-moon’ moment to prove its lasting value.

Excerpts: 

How is digital storytelling reshaping the perception of gold as an investment for younger audiences?

Gold’s role in an investment portfolio is extremely important, and at the World Gold Council, we are focused on driving awareness around it. We recommend that at least 10% of an investment portfolio be allocated to gold because it is one of the best diversifiers. Our digital storytelling efforts are aimed at educating younger investors about this, emphasizing why gold is a crucial component in long-term wealth management.

What role does AI-driven predictive analytics play in understanding investment behavior?

AI-driven analytics play a significant role in understanding consumer behavior and investment patterns. It’s not just about gold but also about understanding what young investors think about different asset classes. Through AI, we analyze data, track conversations, and refine our campaigns to better cater to their needs. By providing them with easily digestible and relatable content, we help them understand gold’s value in their investment portfolio.

How can blockchain and digital certifications improve consumer trust in gold investment?

We are leveraging blockchain technology to ensure complete transparency in the gold supply chain, from mining to market. Our research shows that nearly 63% of millennials and Gen Z investors have trust issues when it comes to gold and gold retailers. By integrating blockchain, we provide verifiable and tamper-proof records, which help build confidence in gold as a trusted investment.

Why isn’t gold marketed like cryptocurrencies? Does gold need a ‘to-the-moon’ moment?

Gold has a legacy that spans centuries. Unlike cryptocurrencies, which are highly volatile, gold is a proven store of value, a hedge against inflation, and a portfolio diversifier. Each asset class serves a different purpose, and gold’s strength lies in its stability and long-term value. So, while crypto may have a ‘to-the-moon’ moment, gold’s story is one of resilience and dependability.

The younger generation is drawn to digital gold. Do you see physical gold becoming ‘uncool’?

Physical gold is deeply ingrained in Indian culture, especially during festivals like Dhanteras and Akshaya Tritiya. Nearly 30% of India’s gold demand comes from gold coins and bars. However, digital gold and gold ETFs are gaining traction among younger investors due to their convenience and accessibility. The gold AUM in ETFs has nearly doubled in the past year, which highlights this shift. Both physical and digital gold serve different investor needs, so it’s not about being ‘cool’ or ‘uncool’ but about choice and convenience.

With fintech innovations like crypto and digital gold gaining traction, how is the World Gold Council positioning gold as a modern investment?

We continue to focus on gold’s core strengths—its long-term returns, inflation-hedging capabilities, and role as a portfolio diversifier. We are not competing with other asset classes but ensuring that investors understand gold’s strategic role. We are also emphasizing gold ETFs, which provide a regulated and digital-first approach, aligning with younger investors’ preferences.

What digital campaigns have worked best in attracting millennials and Gen Z investors?

One of our most successful campaigns last year involved using AI to track real-time market movements. By leveraging Dynamic Creative Marketing (DCM), we adapted our messaging based on market sentiment, ensuring that we delivered relevant content to investors. This approach resulted in the highest click-through rates (CTR) in the industry and even won us an award for its effectiveness. Real-time adaptability and personalized messaging are key to engaging today’s digital-first audience.