Global Investor Study 2020

How invested are people in sustainability?

People are increasingly conscious about the sustainable choices they make, from where they shop, to the food they eat, to their travel habits. But how do sustainable principles play out in people's investment decisions and how does it work in practice?

We surveyed more than 23,000 people, from 32 locations around the world, about their views on sustainability and what they expect from businesses.

The majority of people want to invest in funds that don't compromise their beliefs


of people would not invest against their personal beliefs

Those who rate their investment knowledge as ‘expert’, or ‘advanced’, are more likely to invest against their personal beliefs if returns are higher

Expert / Advanced




Beginner / Rudimentary


But older generations are less likely to do so

Millennials (18-37)
Generation X (38-50)
Baby-Boomers (51-70)
Older (71+)

Investing in sustainable funds has increased in recent years as a way contribute to a more sustainable society


of people frequently invest in sustainable investment funds rather than those that don’t consider sustainability factors


of people did so in 2018

People are motivated by their high returns and positive environmental impact

Are sustainable funds attractive to people, and why?

Yes, because of the wider environmental impact

Yes, because they are more likely to offer higher returns

Yes, because of my societal principles

No, because they won't offer higher returns

No, because they don't align with my principles

The investment industry could be doing more to satisfy investors' appetite for sustainable investments


of people say their financial adviser only provides them with information on sustainable investing when prompted by them

And solving climate change is everyone's responsibility

Who people think should be responsible for mitigating climate change

National government / regulators

Inter-governmental organisations (e.g. UN)


Me as an individual

Pressure groups and public campaigning

NGOs and charities

Investment managers / major shareholders

Visibility of a fund’s sustainability credentials is critical for people to trust their investment provider


of people think a lack of visibility of sustainability credentials would undermine their trust in an investment provider

Whilst access to proper information would help build their confidence in the sustainability of a fund

Level of information required to confirm funds as 'sustainable'

Third party label (an independent party confirms that the investment is sustainable)

Self-certification from the provider of the investment that it is sustainable

Regular updates from the investment provider

No information needed

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