The Diamond Producers Association (DPA) is an alliance of seven major diamond mining companies that aims to promote consumer love and confidence in diamonds. In 2016, the DPA launched the "Real is Rare, Real is a Diamond" campaign in the US and India to increase awareness of diamonds among millennials. Research with Chinese millennials found they yearn for lasting love but are unsure how diamonds can help, lacking emotional connection. As a result, the DPA campaign launched in China to establish diamonds as symbols of sincerity and emotion to inspire lovers. The DPA also contributes to local communities and protects the environment around diamond mines.