Curbing Consumerism: Pegadaian Encourages Young Generation to Consider Gold Savings

PT Pegadaian (Persero) is targeting young people to become customers, particularly for gold savings, which is currently a trend among the public in Indonesia. Corporate Communications representative Riana Rifani stated in Surabaya on Monday (29/6) that young people have tended to be more consumptive, buying new items such as mobile phones. Now, Pegadaian is providing a significant opportunity for them to save in gold. “Don’t let them use their funds for consumptive purposes, but rather have a future-oriented vision for their future,” she said. According to Riana, gold has consistently proven to be a safe-haven investment instrument and an excellent hedging tool, not only for older people but also for the younger generation. Data from Pegadaian as of 31 May 2026 shows active millennial customers reached 2,791,933, Gen X customers totalled 1,465,518, and Gen Z customers numbered 1,435,757. Riana emphasised that many young people are gradually realising the importance of gold savings to support their future. “The data shows Gen Z is starting to realise the importance of saving gold,” she said. Riana acknowledged that many Gen Z individuals still make mistakes in setting financial goals, for example prioritising the purchase of the latest gadgets over saving. However, the ‘Zilenial’ generation is now slowly becoming more open to investment, especially through digital gold savings. She explained that gold has the advantage of being highly liquid and can function as an emergency fund. At Pegadaian, gold savings can not only be sold back (buyback) but also pawned online via the application or directly at branch offices. Regarding gold price fluctuations, Riana explained that the value of gold has experienced significant growth. Over a 10-year period, the value of gold can increase up to fivefold. The current price has reached around Rp2.7 million per gram and is predicted to break through the Rp3 million mark. “For users of the Pegadaian application, the percentage return on gold savings can be monitored directly. This makes it easy for customers,” she said. Pegadaian also offers facilities for customers with limited funds through a gold instalment scheme. Riana explained that this concept uses a down payment starting from 10 percent, with the remaining balance paid in fixed instalments until settlement. “The gold price is determined at the start of the transaction. Even if the BI Rate rises, the rupiah weakens, or the world gold price increases during the instalment period, the customer’s instalment amount will not increase,” she stated. Pegadaian’s various strategies are developing rapidly. Application transactions in May 2026 amounted to Rp22.8 billion, rising to Rp25.9 billion in June 2026. Specifically, Pegadaian’s digital gold savings have reached approximately 20 tonnes, with a valuation of more than Rp52 trillion.