Sustainable Investing: Consumer Attitudes and Behaviors
To understand the consumer attitudes and behaviors towards sustainable investing for high net worth individuals, with a European and Asian focus.
Sustainable Investing: UK
- According to a survey conducted by PwC, "the UK public say that they want financial institutions to make a more positive social and environmental impact with the money invested on their behalf." Sixty-eight percent want their investments to contribute "to solutions for societal and environmental challenges."
- Sixty-eight percent will choose sustainable investing if given the choice. "This rises to 70% for women, 74% for millennials, and 77% for people with over £25,000 in investable assets."
- "Despite more than half the population saying they are interested in sustainable investing, the reported investment activity and awareness of sustainable investment products is currently low (13%)."
- About 66% choose sustainable investing due to concern for the planet and environment.
- Sixty-three percent want fair wages and better working conditions for people around the world.
- Nearly 62% do not want their investments to cause harm.
- Sixty-two percent think "that, in the long term, it makes good financial sense to invest in businesses that have responsible environmental and social practices."
- Evidence that the investment would have a sustainable impact by protecting the planet (63%) or lifting people out of poverty (61%).
- Evidence that people would still get a similar return (62%).
- One of the enablers is getting more information about investment (58%).
- Information: 54% are less likely to invest sustainably because they don’t have enough information.
- Having enough money to invest: 49% do so because they do not have enough money.
- Risk and trust concerns: "48% of people said they were less likely to invest sustainably because they think
it is too risky, while 44% of people were less likely to do so because they do not trust financial institutions."
Proposed next steps:
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As the initial research uncovered some consumer attitudes and behaviors towards sustainable investing in the UK, we recommend further research to identify 2-3 consumer attitudes and behaviors towards sustainable investing for high net worth individuals, with a European and Asian focus.
Alternatively, we recommend finding 2-3 insights surrounding sustainable investing in Europe and Asia. These insights may include the current status, future status of sustainable investing, and the growth of sustainable investing.