Well, it's not only people who see gold as that investment they should buy though. In fact the main reason for such a big rise over the past couple of years is not the regular people. The main reason is that the governments and banks see it as a safe investment and always buy it at large quantities making the price go up like this.
Otherwise regular people combined don't purchase that much gold and it is difficult and risky for them to store gold.

When I first noticed it back on October 2022 price was barely $1600. I pointed this out in that topic as well, how countries like India and China have been silently accumulating gold. A couple of months later when I pointed it out again price was $1800 and rising while many people were in denial.
Today gold price sits on $2400+ because of exactly what I said more than two years ago: governments and banks are buying gold because of increasing global tensions.

Here's the million dollar question: how can this perception change in favor of bitcoin? We already know it is so much easier and a lot less riskier to store bitcoin compared to gold. Bitcoin also provides utilities that gold can not.
And yet, so far we only have El Salvador that is serious about its bitcoin investment at government level.