The World Gold Council is the market development organisation for the gold industry. Our purpose is to stimulate and sustain demand for gold, provide industry leadership, and be the global authority on the gold market. It acts when others do not, when change is essential and when the outcomes are at scale and sustainable. It only intervenes when it has the capacity to succeed and aligned or in collaboration with leading market participants and stakeholders. It works to protect and enhance trust and transparency in the gold market, while developing further understanding. Its involvement in developing appropriate pro-gold policies helps to create a fair and effective market, working towards ensuring universal access to gold. While the World Gold Council’s programmes change and adapt, its objective remains the same – to ensure a vibrant and growing gold market of ever greater relevance.