(globalwitness.org) - The recent launch by the Diamond Producers Association (DPA) of a new advertising slogan ‘Real is rare. Real is a diamond’ marks a fresh bid to win over a new generation of customers – the so-called millennial generation. But in pursuit of the perfect strapline the authors seem to have overlooked what was sitting right under their noses. The slogan is the result of research commissioned by the DPA, whose members are amongst the biggest in the diamond business, into this brave new world of millennials. According to the findings, for a generation living in an increasingly transient and virtual world, lasting and authentic connections are increasingly elusive and inversely desirable. A diamond, the slogan suggests, embodies these coveted qualities. But if millennials, the most socially conscious generation ever, want something really rare, they shouldn’t ask if a diamond is real, they should ask if it’s responsibly sourced.
