Program aims to educate young consumers about mined stones’ positive qualities.
Category: Marketing
Campaign, aimed at generating sustainable demand, will run through 2030.
Organization will expand its initiative, primarily across digital and social platforms, aiming to reach younger customers.
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Trade members and consumers were overwhelmingly unimpressed with the latest ads.
The trade seems split on recent campaigns that shine a negative light on lab-grown.
Organization is also joining forces with others in the industry to create a marketing fund for natural.
Company will create its own advertising and match contributions from countries.
As demand hits an all-time low, redefining what today’s consumers are looking for is a must for brands that want to attract new generations.