You don’t create a need, you exploit a need

De Beers , the diamond monopoly, latched onto a trend in declining marriages and exploited it in 2003. In 2000, 52% of all households were married down from 72% in 1972. This trend was an ugly reality for a diamond trading company whose product celebrated marriage and commitment. In 2003 they launched the right hand ring campaign. A campaign to capture the disposable income of the single woman as diamonds become as much a way to celebrate independence as the blissful state of a union.

What are the trends to exploit today?