The world seems to be a lot smaller (to use a now cliche, flatter?) when it seems that generational peers in completely different geographic regions with different socio-economic circumstances tend to share the same consumer preferences. I could be overstating this point, but my gut tells me there is something here.
This Sepia Mutiny article, Keep the Gold, I Want a New Nokia for Diwali, references the notion that gold is no longer favored by the Generation Y in India.
Gold is “flaunty”. It reminds people of gaudy old aunty-jii’s that wear too much perfume. It’s certainly not understated, and people prefer to reflect tech-hipster i’m-not-trying-that-hard fashion, not aunty-jii chic. Actually, I might be wrong, since it appears from the comments on that post that diamonds are still very popular among Gen Y South Asian Americans.
I will stand by one point: the similarities in tastes are apparent between ethnic minorities in the US and their native brethren (in the same generation).
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