What is the primary audience targeted by Diamonds Do Good when raising awareness?

The primary audience targeted by Diamonds Do Good when raising awareness is consumers interested in ethical and sustainable products. This focus stems from the increasing demand among consumers for transparency and responsibility in the buying process, particularly when it comes to luxury goods like diamonds. Ethical consumers are concerned about the sourcing and impact of the products they purchase, looking for assurance that their diamonds are conflict-free and produced in a way that supports communities and the environment.

By targeting this audience, Diamonds Do Good aims to educate consumers on the positive impacts of choosing responsibly sourced diamonds and the benefits these purchases can have on communities involved in diamond mining. This strategy not only promotes ethical consumption but also encourages consumers to make informed decisions, aligning their values with their purchasing behaviors. Engaging with this demographic effectively drives awareness and reinforces the importance of sustainable practices within the diamond industry.