There was a video essay by Folding Ideas (From “the line goes up” fame) about a weird documentary narrated/hosted by Idris Elba, and If I am remembering it right it was basically a propaganda/ad film targeting people like peepers and that are skeptical of the government and such. So I believe there is at least a push to make gold more marketable and in fashion, like De beers did for diamonds.

I don’t know if I am allowed to link to outside content (because the rule of no reposting outside content) but in any case it should be easy to find for anyone interested.