Australian investors have funneled $720 million into physical gold ETFs in 2024, indicating strong retail participation, with potential for record inflows that could surpass the 2020 peak of $982 million.

Social media has amplified this trend, with gold-focused content generating over 2 billion views on platforms like TikTok and YouTube in 2024, boosting awareness and interest among young people.

Surveys show that over 60% of US Millennials included gold in their portfolios in 2024, a significant increase from older generations, and their share of global gold ETF buyers has grown from 12% in 2020 to 34%.

Volatile interest rates and fluctuating inflation over the past decade have contributed to rising gold prices, making gold a more attractive investment amid economic uncertainty.

Economic instability and rising living costs are prompting Gen Z to seek financial stability through gold investments, especially since many lack workplace pensions and are skeptical of traditional retirement systems.

ETFs remain the easiest way for new investors to access precious metals, offering liquidity and eliminating storage concerns, with Australia hosting the world's first gold ETF in 2003.

Younger investors, including Millennials and Gen Z, are increasingly driving demand for gold and silver, traditionally seen as safe-haven assets for older investors, with gold prices nearing $4,000.

Their interest is fueled by experiences living through financial crises and geopolitical conflicts, which have eroded confidence in stocks, bonds, and cash, making gold a perceived safe and autonomous investment.

Silver is also surging, with Australian physical silver ETFs attracting about $180 million in 2024, partly due to its role as a safe-haven asset and its importance in renewable energy technologies like solar panels, EVs, and 5G.

Central banks are also accumulating over 1,000 tonnes of gold annually, reflecting broader concerns about the stability of the global financial system beyond retail investor interest.

Silver has gained 42% this year, slightly outperforming gold’s 39%, with future performance hinging on global growth and industrial demand; both metals are supported by optimistic price targets of $4,000 for gold and $45 for silver by year-end.