A recent survey has shown that interest in gold is not just limited to older generations. In fact, Gen Z and millennials are doubling their allocation towards gold in 2025 compared to 2024.
This goes against the common belief that only older people buy gold while the younger generation is not interested. The trend is quite the opposite, with younger investors showing a growing trust in gold as part of their portfolios.
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Strong Growth in Gold Allocation
The report highlights that for Gen X and baby boomers, the increase in allocation from 2024 to 2025 is also very strong. Their investment in gold has gone up by nearly six percentage points, moving from around 5-6% to about 11-12%. This is a big shift and shows how investors across all age groups are beginning to view gold as a key part of their wealth strategy. Such a change signals confidence in gold as a safe and valuable asset for the future.
Smart Investors Trust Gold
The survey included affluent investors, people who are usually market-savvy and financially intelligent. For them to increase gold allocation at this scale shows the strength of gold as a trusted investment. It underlines the fact that gold is not losing its importance in the modern world. Instead, it is gaining a new position even among investors who have access to a wide range of other financial products.
Demand for Physical Gold Still Strong
Another key finding is that 5 out of 10 affluent investors plan to own gold in the next 12 months. Out of this, 41% want to invest in physical gold rather than only in digital or ETF formats. This breaks another myth that physical gold is outdated. Clearly, investors still see value in owning gold directly, and this demand is expected to grow further in the coming years.
Why It’s Not Too Late to Allocate to Gold
With these changes, it is clear that gold demand is only set to rise. The shift among intelligent and wealthy investors is likely to spread to the larger population in the coming years. This will further fuel the demand and possibly the price of gold.
