De Beers New Research Highlights Generational Shift In Attitudes Towards Provenance Of Luxury Goods

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Younger generations more interested in ethics and sustainability as the new status in luxury and are prepared to pay a premium for this

LONDON, UK – Media OutReach – 23 November 2021 – New 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.


Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.


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