Our latest research in partnership with Oxford Risk highlights that individuals care about sustainable investing, with younger investors in particular increasingly wanting to reflect their values, interests and concerns in their investment decisions. However, for sustainable investment to grow, it needs an increase in general awareness, and a clear path from there to a suitable solution that answers the questions a given investor is asking. While potential sustainable investors divide into statistical groups, active sustainable investors are individuals. For each one, having a range of available options is less important than having a single option which addresses their goals.

This research explains how behavioral and attitudinal profiling can be a bridge between the two: an insight into both the general attitudes to sustainable investing that guide product creation and the specific messages that resonate best with each buyer. We believe this is the key to personalizing both a portfolio and the narrative that reassures the owner they have made the right call.

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