(jckonline.com) - Consumers are looking for messages that provide “security” and “positivity” during these troubling times, De Beers chief executive officer Bruce Cleaver said in Monday’s opening keynote for the JCK Virtual 2020 Luxury show, “Time to Connect: Evolving Consumer Perceptions and the Unique Role of Diamonds in the New Normal.” He based his observation on “robust” consumer research, conducted by his company, which surveyed 2,800 U.S. men and women aged 20 to 65, with household incomes of at least $75,000, as well as a similar number in China and India. “COVID-19 has fundamentally changed our relationship with the notion of normality,” he said, noting that formerly routine things such as buying a carton of milk are now considered a health risk. “Things are difficult for people right now. They see themselves as being in a moment of change and unpredictability, and this has impacted consumer confidence.” However, he noted that people are adjusting to their new routine.
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