In this Decoding #4, the IFOP IQ team analyses the emergence of ethical and responsible wedding jewellery in the French and American markets, by questioning both the initiatives of players in the jewellery sector and consumers’ expectations.
Yes, choosing an ethical engagement ring makes sense to me. Giving the person you love a ‘blood diamond’ is horrible really when you think about it! Arthur, France
An increasingly pronounced interest in ethical and responsible jewellery is emerging among consumers. As far as wedding jewellery is concerned, two materials are found at the centre of their concerns: gold and diamonds. Synonymous with great value, associated with power, abundance and eternity, gold and diamonds form the object of all quests and desires, through the ages and in many places around the world. It’s no wonder they have become the preferred materials used in contemporary wedding jewellery. However, among this extraordinary imagery where wealth rubs shoulders with romance, we find images of devasted natural environments, deforestation, dangerous underground mines, human exploitation, and sometimes armed and bloody conflicts posted over the past few years.
Does this awareness, which goes hand in hand with this imagery of destruction, constitute a decisive turning point? A rite of passage and a pivotal moment in married life, a prelude to building a family, engagement and marriage still remain a key stage in life, shrouded in romance. In France as in the United States, consumers have high expectations of these jewels, symbols of love and commitment. For some, the exploitation of gold and diamond resources is no longer compatible with the values associated with contemporary marriage.
What if tomorrow’s consumers demand wedding jewellery that’s produced ethically?
What are the solutions and alternatives?
[This article and the dossier are based on a meta-analysis of several qualitative studies conducted by IFOP IQ with CSP+, in France in the United States, in 2021 and 2022.]
These 5 insights can be explored in the file available (in french) for download.
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