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35% of investors are self-proclaimed ethical investors. This is no ‘damp squib’



Personal finance magazine Money Observer recently described National Ethical Investment Week as a “damp squib” because of the results of a survey conducted by Ecclesiastical. The comprehensive research showed that people find it easier to engage in straightforward ethical activity, such as day-to-day spending, but harder when it comes to the complexity of investment.

As we reported, The poll of 2,000 people found that while 60% would describe themselves as ethical consumers, only 35% were self-proclaimed ethical investors. This is despite all investors claiming they were “concerned” about what they were investing in.

This is not the same as, National Ethical Investment Week may be something of a damp squib according to research from Ecclesiastical Investment Management: it seems investors are just not ethical, as reported by Money Observer.

All investors saying they were concerned about what they were investing in and 35% saying they are ethical investors is no “damp squib”. That over a third of investors self-declare as ethical investors is reassuring.

This trend will only ever get stronger as the next generation of investors finally begin to invest. The post-1970s generation (average age of first investment is 42, so those born 1971 and after) has grown up with environmental and human rights awareness. Their disinclination to vote and lack of investable assets until now has hidden what tomorrow’s highly connected and environmentally-conscious investors think. They will quickly become frustrated with the degraded prosperity, civil unrest and planet they’ve been left with.

The golden age to be born was in 1948. That generation prospered from a post-war political consensus, rising property prices, generous pensions and cradle-to-grave care. Global warming and climate change were unheard of.

The selective education of grammar schools provided a path of social mobility into free university places for some. Research by Prudential Insurance in 2009 identified the previous year as the last year the majority (52%) could retire at 60 on a final salary pension. In the year of the research, the figure was a third and still falling. Retirement ages continue to rise and pension are becoming far less generous.

Tomorrow’s investors face the economic risks of population growth, out of control pollution, resource scarcity, biodiversity loss, environmental degradation and the inability of oil and gas companies to burn the reserves upon which their shareholders and so many pensions depend. The mainstream investment community is grappling with this reality, trying to make a transition without bringing the system crashing down.

We were delighted to report at our Sustainable Investment Bootcamp that 74% of financial advisers report get requests for sustainable and ethical advice and that those requests are growing; that ethical funds outperform their conventional peers, according to recent statistics; that the wealthiest investors are putting an increasing share of their wealth into sustainable funds; and that 22% of funds globally are invested sustainably.

We live in a perilously fragile world, facing the twin threats of resource scarcity and over consumption. Regardless of the environmental issues we have not solved, these underlying global imbalances caused the last financial crash – and that’s according to the Financial Times.

This is a recipe for economic, social and environmental disaster. Smart investors and sensible capital are moving their assets to address these challenges, diversifying away from the inherent risks and investing in the opportunities they create.

It is pity that much of the financial press lags so far behind institutional, high net-worth and sophisticated investor opinion by dismissing sustainable investment. The fact that a significant but rapidly declining majority of investment advertising which underwrites them is unsustainable, irresponsible and unethical, is clearly not affecting their worldview.

The ‘keep calm and carry on’ financial press is happily advising their readers and investors to ride with them over the resilience cliff. Sustainable, socially responsible and ethical investment is the future and the smartest investors in the room know that already.

Further reading:

Poll shows investors’ ethical disparity between spending habits and investments

‘There are no moral or ethical considerations when investing’

Ethical investment: better a diamond with a flaw, than a pebble without

There is such a thing as an unethical investment

The Guide to Sustainable Investment 2013

Simon Leadbetter is the founder and publisher of Blue & Green Tomorrow. He has held senior roles at Northcliffe, The Daily Telegraph, Santander, Barclaycard, AXA, Prudential and Fidelity. In 2004, he founded a marketing agency that worked amongst others with The Guardian, Vodafone, E.On and Liverpool Victoria. He sold this agency in 2006 and as Chief Marketing Officer for two VC-backed start-ups launched the online platform Cleantech Intelligence (which underpinned the The Guardian’s Cleantech 100) and StrategyEye Cleantech. Most recently, he was Marketing Director of Emap, the UK’s largest B2B publisher, and the founder of Blue & Green Communications Limited.


How Going Green Can Save A Company Money



going green can save company money
Shutterstock Licensed Photot - By GOLFX

What is going green?

Going green means to live life in a way that is environmentally friendly for an entire population. It is the conservation of energy, water, and air. Going green means using products and resources that will not contaminate or pollute the air. It means being educated and well informed about the surroundings, and how to best protect them. It means recycling products that may not be biodegradable. Companies, as well as people, that adhere to going green can help to ensure a safer life for humanity.

The first step in going green

There are actually no step by step instructions for going green. The only requirement needed is making the decision to become environmentally conscious. It takes a caring attitude, and a willingness to make the change. It has been found that companies have improved their profit margins by going green. They have saved money on many of the frivolous things they they thought were a necessity. Besides saving money, companies are operating more efficiently than before going green. Companies have become aware of their ecological responsibility by pursuing the knowledge needed to make decisions that would change lifestyles and help sustain the earth’s natural resources for present and future generations.

Making needed changes within the company

After making the decision to go green, there are several things that can be changed in the workplace. A good place to start would be conserving energy used by electrical appliances. First, turning off the computer will save over the long run. Just letting it sleep still uses energy overnight. Turn off all other appliances like coffee maker, or anything that plugs in. Pull the socket from the outlet to stop unnecessary energy loss. Appliances continue to use electricity although they are switched off, and not unplugged. Get in the habit of turning off the lights whenever you leave a room. Change to fluorescent light bulbs, and lighting throughout the building. Have any leaks sealed on the premises to avoid the escape of heat or air.

Reducing the common paper waste

paper waste

Shutterstock Licensed Photo – By Yury Zap

Modern technologies and state of the art equipment, and tools have almost eliminated the use of paper in the office. Instead of sending out newsletters, brochures, written memos and reminders, you can now do all of these and more by technology while saving on the use of paper. Send out digital documents and emails to communicate with staff and other employees. By using this virtual bookkeeping technique, you will save a bundle on paper. When it is necessary to use paper for printing purposes or other services, choose the already recycled paper. It is smartly labeled and easy to find in any office supply store. It is called the Post Consumer Waste paper, or PCW paper. This will show that your company is dedicated to the preservation of natural resources. By using PCW paper, everyone helps to save the trees which provides and emits many important nutrients into the atmosphere.

Make money by spreading the word

Companies realize that consumers like to buy, or invest in whatever the latest trend may be. They also cater to companies that are doing great things for the quality of life of all people. People want to know that the companies that they cater to are doing their part for the environment and ecology. By going green, you can tell consumers of your experiences with helping them and communities be eco-friendly. This is a sound public relations technique to bring revenue to your brand. Boost the impact that your company makes on the environment. Go green, save and make money while essentially preserving what is normally taken for granted. The benefits of having a green company are enormous for consumers as well as the companies that engage in the process.

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Report: Green, Ethical and Socially Responsible Finance



“The level of influence that ethical considerations have over consumer selection of financial services products and services is minimal, however, this is beginning to change. Younger consumers are more willing to pay extra for products provided by socially responsible companies.” Jessica Morley, Mintel’s Financial Services Analyst.

Consumer awareness of the impact consumerism has on society and the planet is increasing. In addition, the link between doing good and feeling good has never been clearer. Just 19% of people claim to not participate in any socially responsible activities.

As a result, the level of attention that people pay to the green and ethical claims made by products and providers is also increasing, meaning that such considerations play a greater role in the purchasing decision making process.

However, this is less true in the context of financial services, where people are much more concerned about the performance of a product rather than green and ethical factors. This is not to say, however, that they are not interested in the behaviour of financial service providers or in gaining more information about how firms behave responsibly.

This report focuses on why these consumer attitudes towards financial services providers exist and how they are changing. This includes examination of the wider economy and the current structure of the financial services sector.

Mintel’s exclusive consumer research looks at consumer participation in socially responsible activities, trust in the behaviour of financial services companies and attitudes towards green, ethical and socially responsible financial services products and providers. The report also considers consumer attitudes towards the social responsibilities of financial services firms and the green, ethical and socially responsible nature of new entrants.

There are some elements missing from this report, such as conducting socially responsible finance with OTC trading. We will cover these other topics in more detail in the future. You can research about Ameritrade if you want to know more ..

By this report today: call: 0203 416 4502 | email: iainooson[at]

Report contents:

What you need to know
Report definition
The market
Ethical financial services providers: A question of culture
Investment power
Consumers need convincing
The transformative potential of innovation
Consumers can demand change
The consumer
For financial products, performance is more important than principle
Competition from technology companies
Financial services firms perceived to be some of the least socially responsible
Repaying the social debt
Consumer trust is built on evidence
What we think
Creating a more inclusive economy
The facts
The implications
Payments innovation helps fundraising go digital
The facts
The implications
The social debt of the financial crisis
The facts
The implications
Ethical financial services providers: A question of culture
Investment power
Consumers need convincing
The transformative potential of innovation
Consumers can demand change
An ethical economy
An ethical financial sector
Ethical financial services providers
The role of investing
The change potential of pensions
The role of trust
Greater transparency informs decisions
Learning from past mistakes
The role of innovation
Payments innovation: Improving financial inclusion
Competition from new entrants
The power of new money
The role of the consumer
Consumers empowered to make a change
Aligning products with self
For financial products, performance is more important than ethics
Financial services firms perceived to be some of the least socially responsible
Competition from technology companies
Repaying the social debt
Consumer trust is built on evidence
Overall trust levels are high
Payments innovation can boost charitable donations
Consumer engagement in socially responsible activities is high
Healthier finances make it easier to go green
37% unable to identify socially responsible companies
Building societies seen to be more responsible than banks….
….whilst short-term loan companies are at the bottom of the pile
Overall trust levels are high
Tax avoidance remains a major concern
The divestment movement
Nationwide significantly more trusted
Trust levels remain high
For financial products, performance is more important than principle
Socially conscious consumers are more concerned
Strategy reports provide little insight for consumers
Lack of clarity regarding corporate culture causes concern
Consumers want more information
The social debt of the financial crisis
For consumers, financial services firms play larger economic role
Promoting financial responsibility
Consumer trust is built on evidence
The alternative opportunity
The target customer

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