Cbjo Report: here are the jewels that young people under 25 want ♦ ︎
What jewels do young people want? IIt’s a big question for jewelers, merchants and, perhaps, even the young people themselves. To solve this puzzle the Cibjo, the world confederation of jewelery, has published a report on the buying habits and behavior of Gen Z. Young people aged between 15 and 25 are considered members of the Gen Z, born then down in the digital age and often users of social media like Instagram, WeChat or WhatsApp. There are also sociologists who hypothesize for Gen Z has a feeling of instability and insecurity, caused by the climate of economic crisis that would have conditioned their growth. There are, in short, many unknowns. So what are the jewels that young people like?
The president of Cibjo, Jonathan Kendall, thinks that Gen Z can be understood through the choices they make on social media: “They continually compare products, experiences and opinions. On a daily basis, only Instagram users publish over 95 million posts and its users click on over 4.2 billion likes. Just imagine the scope of this opportunity if your new product meets its aspirations and desires “.
Other characteristics detected by the confederation report: Gen Z loves traveling, spontaneity, the search for authenticity and unique things. Kendall also adds that Gen Z “wants to change the world” and has sustainability at heart.
The solution to bring young people closer would therefore be to emphasize the ability to use recycled gold, propose reworked old jewels, or made with second-hand elements (stones, metal). All this should be emphasized by marketing messages.
Gender-neutral product offerings are also suggested as particularly interesting for Gen Z. Even jewelers need to adapt: according to the report, young buyers “want good old-fashioned customer service and immediate and clear answers to their questions”. As a result, staff training is essential. Furthermore, the design of the store is important: those that are well organized and easy to navigate online are the most popular, given that Gen Z fails to focus attention for long. Another consequence of the compulsive use of social media is that the very young read little. At most, they watch photos and videos. No one under 25 will probably read this article.
To emerge, a jewelry store should appear friendly, sociable and authentic, rather than aspirational. Online communication is very important: over 80% of Gen Z read reviews on the web before buying, in particular young women. It is incredible, therefore, that many jewelery and jewelery websites are still, at the end of 2019, of poor quality.