Clean forest

Our research

What holds people back from investing in companies that do good?

The UK is looking to rebuild after the effects of the covid pandemic. In November, the UK hosts the 26th UN Climate Change Conference of the Parties (COP26) in Glasgow. How purpose in the UK joins up with profit for governments, companies and the people has never been more in focus.
In June 2021, DUGUUD commissioned Kantar, to carry out a research study into the views of people in Britain on investment linked to environmental and social impact. Kantar interviewed 2,921 adults aged 18+ in Great Britain using a self-completion online methodology between 22/06/2021 - 28/06/2021.

80% of people agree we need actions and policies to address waste reduction.

DUGUUD research

Waste reduction was among 5 areas researched. Many people in Britain agree that government and business need action and policies to address all five areas as the UK looks to rebuild.

DUGUUD research

Industry jargon is holding back millions of people from investing in companies that do good.

What is impact investing

A commonly used term in City and financial investments is ‘impact investing’. Yet only 10% of adults in Britian had heard of the term and could explain it to a friend.

What is impact investing

When people understand impact investing, 60% agree it can create positive change in the environment and society

Impact investment research

Three times as many people agree vs. disagree that if they had funds to invest, they would want to invest in ‘impact investing’. 59% of people if they discovered an ‘impact investment’ on an area that really mattered to them would pay more attention to it as an investment choice.

Impact investment research

Millennials and Gen Z have 4 times the awareness of ‘impact investing’ vs older groups.

Impact investing

The younger groups, who will be most affected if we fail to deal with environmental and social issues, are more interested in investing in good companies to bring about change. Most Millennials (55%) would consider investing in a highly specified ‘impact investment’ (higher than Boomers or Generation X). In a sad twist, Millennials are less likely to have the savings, pension, or ISA to invest in companies that do good than older groups.

Impact investing

61% of UK adults confidence increases when they see actions not words.

Investing in tangible projects

People believe too many of the statements from businesses about achieving a positive effect on the environment and society are based on ‘hoped for’ future targets vs. results they are delivering now. 58% of adults and 65% of Millennials believe businesses are ‘Greenwashing’ vs. taking tangible actions now that reduce the impact of their business. The factor that would increase confidence in a fund the most would be showing that it invests in projects vs. just buying shares in companies on the stock market.

Investing in tangible projects