From the moment gold coins were first struck on the order of King Croesus of Lydia in around 550 BC, the precious metal has captivated. Revered by empires, coveted by explorers, and hoarded by kings (and more recently central banks), gold has always been more than a currency; it’s been a symbol of value, power, and permanence.
Today gold is still making headlines, but now it’s not just Boomers and Gen X taking notice. A younger generation, shaped by new financial crises, digital innovation, and a growing mistrust of traditional systems, is embracing gold in its own way. Gen Z, and Millennials, once seen as all-in on crypto, NFTs, tech stocks, and social trading, are now turning to gold as a tangible, time-tested asset. With a 1946% price increase over the past 50 years and a 76% rise over the last two years, gold’s long-term resilience and collectible appeal are catching the eye of newer investors seeking security, portfolio diversification, and protection against inflation and general economic uncertainty.
Gold is the Asset for the Next Generation Says Solomon Global
JM Bullion recently explored Gen Z’s perspective on investing in precious metals and found that over one in three of this generation are interested in investing in gold, and 10% already are, with the top reason being that it’s a ‘secure investment1’. More than half of the respondents (55%) said they were concerned about the impact of inflation on their investments. Over in the UK, The Royal Mint similarly discussed with The Times why Gen Z is turning to gold to diversify their investment portfolios, with this investor cohort saying they like the security, ease of access, and low transaction costs of gold. It’s a trend that Solomon Global is also seeing.
Gold is back in fashion, but what’s driving this generational shift toward a metal that has outlived empires, currencies, and every economic and geopolitical storm we’ve seen?
Why Physical Gold Bullion Matters to Gen Z
As the first generation of ‘digital natives’ growing up in an era dominated by doom scrolling and data overload, bullion offers something strikingly analogue: a sense of permanence, independence, and control. Many young investors appear to have done a 360 and are increasingly drawn to the idea of holding a real, physical asset. Unlike ETFs or digital tokens, physical gold isn’t subject to counterparty risk, management fees, or platform outages, and can be held privately.
A Changing Economic and Geopolitical Landscape
Gen Z have grown up through the 2008 financial crisis and the Covid-19 pandemic, and they are now living through a prolonged cost-of-living crisis and times of geopolitical turbulence. It’s little wonder they are seeking some security and turning to gold – an asset that holds historical status as the ultimate safe-haven, requires no trust in governments or banks, and performs well in times of inflation and instability.
At Solomon Global, we’re seeing an increasing number of under-35s making their first foray into precious metals, not just as a hedge, but as an expression of financial independence.
A Flight to Privacy and Sovereignty
There is pushback from a generation that has had every click tracked, every transaction logged throughout their life. For Gen Z, gold’s appeal is not just about value preservation but also about privacy. They are finding that one of the simplest ways to achieve full privacy over their capital is to convert fiat currency, which exists as data in a highly transparent, centralised banking system, into physical gold held securely outside of it.
Gold is a tangible asset; it is not stored on a server, tied to a digital wallet, or monitored by third parties. It cannot be hacked, traced, or frozen. In times of financial crisis, when access to bank accounts can be restricted, withdrawals limited, or even deposits lost, gold remains fully in its owner’s control. The autonomy that bullion offers is both rare and reassuring and represents financial sovereignty in its purest form.
From Trend to Tradition
This shift toward physical bullion is not a fleeting trend. It signals a broader generational movement towards financial independence and portfolio diversification. For Gen Z, and Millennials, gold is proving to be both a connection to the past and a solution for the future – timeless, tangible, and a symbol of personal economic freedom.
Interested in starting your gold journey? Visit www.solomonglobal.co.uk or speak to one of our precious metals advisors today.
1 https://www.cybermetals.com/news/gen-z-gold-investing-habits