It's No Longer Boy Meets Girl . . .
November 28, 24
(IDEX Online) - De Beers Group CEO Al Cook highlighted the changing nature of marriage at the Facets 2024 conference in Antwerp.
"As marriage ages go up, people increasingly look to recognize that marriage is no longer boy meets girl," he said.
"It's diverse. marriage is no longer two 16-year-olds 17-year-olds meeting, it's people in their 20s in their 30s meeting, it's people in their 20s in their 30s meeting.
"It's people who evolved and bring the best of what they've been through as they meet that special person that they're going to spend the rest of their life with."
Last month De Beers launched a major new ad campaign - Worth the Wait - jointly with Signet, targeting the "soon-to-be-engaged Zillennials" (born between 1993 and 1998).
The big-budget videos for TV, social media, online platforms are aimed specifically at a "diverse new generation" of US consumers, ahead of an expected surge in post-pandemic engagements.
People endure trials and tribulations, success and failures, Cook said.
"The formation of a relationship is one that's perfectly matched to a natural diamond which has gone through billions of years of that. I'm a geologist so I love this."
The ad draws out parallels between "the evolution of a relationship towards that one special person and the evolution of the Earth's mantle towards that one special diamond."
Pic courtesy De Beers and Signet.