LONDON, UK –\u00a0Media
De Beers’ <\/span>new global “I do.”\u00a0 campaign centred on commitments to ourselves, to one another and the wider world.<\/span><\/p>\n<\/h5>\n Based on research conducted among 1,000 US consumers, the report
The research also found that consumers who valued information about
The study also found that while essential health and safety items
\u00a0<\/p>\n Bruce Cleaver, CEO, De Beers Group, said: “It’s clear from this
\u00a0<\/p>\n The full Diamond Insight ‘Flash’ Report<\/i> is available to
LONDON, UK –\u00a0Media
OutReach\u00a0– 23 November 2021 –\u00a0New research published
today 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. De Beers’ new global “I do.”\u00a0 campaign centred on commitments to ourselves, …<\/p>\n","protected":false},"author":1,"featured_media":18950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[60],"tags":[],"_links":{"self":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts\/18949"}],"collection":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/comments?post=18949"}],"version-history":[{"count":0,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/posts\/18949\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/media\/18950"}],"wp:attachment":[{"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/media?parent=18949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/categories?post=18949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eodishasamachar.com\/en\/wp-json\/wp\/v2\/tags?post=18949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nOutReach<\/b><\/a>\u00a0– 23 November 2021 –\u00a0New research published
\ntoday in De Beers Group’s latest Diamond Insight ‘Flash’ Report<\/i>
\nhighlights that consumer attitudes towards provenance are changing as younger generations
\nvalue ethics and sustainability assurances beyond simply knowing where a
\nproduct originated.<\/p>\n![](\"https:\/\/images.media-outreach.com\/Thumb\/300x0\/198927\/-De-Beers-I-do-Global-Campaign-.jpg#image-198927\")
<\/p>\n\n
\nfound that while consumers aged 50 and above cited quality factors as being
\ntheir most important considerations relating to provenance of luxury goods (for
\nexample, French champagne, Italian cashmere), the 18 to 34 age cohort
\nover-indexed on factors such as ‘human rights,’ ‘environmental impact’ and
\n‘from a company whose values I agree with.’<\/p>\n
\na product’s provenance were prepared to pay a premium for this assurance, with affluent
\nconsumers being the most likely to pay a premium. Sixty-four per cent of all
\nconsumers and 73 per cent of affluent consumers (those with household income of
\nmore than US$150K per year) said they were willing to pay more for a product if
\nits place of origin mattered to them. However, only seven per cent of consumers
\nsaid they believed it was ‘very easy’ to discover where their products
\noriginated from, while another 29 per cent said it was only ‘somewhat easy’.
\nMore than half of consumers surveyed said it was ‘somewhat or very difficult to
\nunderstand the story behind the items they buy’.<\/p>\n
\nsuch as food, cars and skincare ranked most highly as categories for which consumers
\nwere concerned about provenance, 34 per cent said they ‘care a lot’ about
\nluxury goods and 35 per cent said the same about diamonds, highlighting that consumers
\nare increasingly concerned about where and how their discretionary items are
\nmade.<\/p>\n
\nresearch that while provenance remains of high importance to luxury consumers, the
\nmeaning associated with provenance is shifting. Younger generations want
\nassurance of the positive impact a product has created beyond simply knowing
\nwhere it originated. This is creating a new status in luxury, where consumers
\nwant to show the world they care through their luxury purchases and are
\nincreasingly prepared to pay a premium to do so.”<\/p>\n
\ndownload here<\/a>.<\/p>\n<\/p><\/div>\n\n
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