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A Large Majority of Retail Clients Want to Invest Sustainably

Two-thirds of French and German retail investors say they want to invest in an environmentally responsible manner, according to a series of consumer-focused surveys conducted by 2DII in 2019.

Key Findings

1

Two-thirds of French and German retail investors say they want to invest sustainably

2

43% of respondents interested in sustainable investing said their main goal is to have an “environmental impact” in the real economy

3

64% of retail investors accepted a hypothetical -5% trade-off on their total returns in order to invest sustainably.

The research initiative is part of 2DII’s Sustainable Finance and Consumer Protection program, which has received funding from entities including the European Commission and Hewlett Foundation.

43% of respondents interested in sustainable investing said their main goal is to have an “environmental impact” in the real economy. Notably, retail investors appear willing to “put their money where their mouth is:” 64% accepted a hypothetical -5% trade-off on their total returns in order to invest sustainably.

But 2DII’s research shows that most consumers face major roadblocks in fulfilling their sustainability objectives. According to preliminary results from 100 mystery shopping visits in France, financial advisors almost never ask about clients’ sustainability preferences. And even when prompted by clients, most advisors still offered them unsuitable products.