Multiple studies—from Bank of America, State Street Global Advisors, and other respected institutions—point to a powerful generational shift: Millennials and Gen Z are embracing gold as a core part of their investment strategy. In many cases, they’re outpacing Gen X and Baby Boomers in both gold ownership and portfolio allocation.
This isn’t nostalgia. It’s a new kind of financial foresight.
- Younger Generations Are Flocking To Gold
Gold has often been stereotyped as an “old-school” asset—something your grandfather might hoard in a safe, sceptical of digital innovation. But the data tells a very different story.
Younger investors are leading the charge into gold. Interest, ownership, and allocation levels among Millennials and Gen Z are surging—frequently surpassing older cohorts. Gold is being rediscovered not as a relic, but as a resilient, relevant asset in an uncertain financial world.
- Why Younger Generations Are Turning To Gold
Hedging against inflation and economic shocks
Millennials and Gen Z have come of age during some of the most volatile economic periods in modern history—the 2008 financial crisis, the COVID-19 shock, rising inflation, geopolitical tension, and a whiplash-inducing stock market.
It’s no surprise they’re seeking stability. Gold offers exactly that.
A time-tested hedge against inflation and currency devaluation, gold is increasingly viewed by young investors as financial insurance—a stable anchor in portfolios dominated by high-growth, high-risk assets like tech stocks or crypto.
Tangibility and security
Despite being digital natives, many Gen Z and Millennial investors are drawn to the physical nature of gold. In a world of virtual tokens and volatile digital currencies, gold’s tangible, intrinsic value stands out.
- 1 in 3 Gen Z investors cite gold’s physicality as a key reason for buying.
- Nearly half of all Millennials and Gen Z say that security and tangibility were decisive in their decision to invest.
Gold doesn’t crash with servers. It doesn’t vanish in a data breach. And it doesn’t require trust in a third party.
Mistrust of traditional financial systems.
Younger investors have lived through systemic failures: housing market collapse, record student debt, regional bank implosions, and the unravelling of high-profile crypto schemes.
Trust in the traditional financial system? It’s wearing thin.
According to Bank of America, 72% of investors under 43 no longer believe that conventional assets—like stocks and bonds—can deliver consistent, long-term returns. That disillusionment is leading many to rethink the “safe” assets of previous generations. Gold offers an alternative. Not just as a hedge—but as a vote of no confidence in broken systems.
“It’s increasingly driven by young, digitally savvy, globally aware investors who value stability, independence, and resilience. For Millennials and Gen Z, gold is no longer outdated—it’s essential.”
Source: https://www.sbcgold.com/blog/why-gen-z-and-millennials-are-buying-gold-in-record-numbers/
