Today, 43% of consumers associate gold first with “safe investment”, while another 26% link it to financial security. In comparison tradition now plays a secondary role. This marks a decisive shift: gold is still emotional, but it is increasingly justified through logic.

The Luanda Accord held its second high-level meeting at the African Mining Indaba 2026, marking an expansion of collective action in support of global generic marketing for natural diamonds, led by the Natural Diamond Council (NDC). The accord brings together diamond-producing governments and industry stakeholders committed to sustained investment in protecting and promoting the natural diamond category. Its inaugural meeting took place in June 2025, with participation from producing countries and leaders across the global natural diamond value chain.