The power of sustainable living

by | Dec 17, 2021

Share this article

Considerations for ESG investing

According to Pru’s survey findings, the main influence on people wanting to invest sustainably is their own moral compass (44%), ahead of friends (16%) and wider family members (13%). 30% say their investments are sustainable, of which more men than women agree with this (38% vs 23%).

When asked what would encourage them to invest more sustainably, those respondents with investments said that knowing that it will not negatively impact their returns (33%) was the key consideration. Developing their knowledge of the options (28%) and knowing their investments will make a difference for the better (27%) were also popular.

Those survey respondents who don’t invest sustainably say they need more information to be able to make a decision (22%), or they don’t know how to go about it (19%).More women than men say they don’t know how to go about it (22% vs 14%), and the same number don’t know how to.


Three-quarters (75%) of people surveyed by Pru think that children should be taught about sustainable investing, whilst the same percentage (75%) said that they believe it is everybody’s responsibility to live a conscious or sustainable life.

More than half (57%) of respondents say they would avoid investing in a company, shopping at a store or banking with a company if they knew they acted in an environmentally irresponsible manner. 44% of those surveyed believe that investments should have to include a portion within sustainable funds.

What is the ‘new normal’?

We are all having to adjust to life alongside Covid-19 as well as trying to do our best to help the planet by changing our behaviours. However, instead of just going back to how things were in every aspect of our lives, the ‘Power of Sustainable Living’ report indicates that many of those surveyed are actively focused on trying to change things for the better and the future.


It’s not only our day to day actions that can make a difference but where we put our money too. As more and more clients demand sustainability as a core investment theme, advisers will be well placed to ensure that appropriate processes are put in place to deliver those outcomes that clients really want. The power of sustainable living has been recognised. For advisers, ignoring it is no longer an option.

To view the full Power of Sustainable Living report, please click here , and click here to find out more about the PruFund Planet range

Share this article

Related articles

Winners of the Protection Guru Awards 2022 are announced

Winners of the Protection Guru Awards 2022 are announced

Protection Guru, has today announced the winners of Protection Guru Awards 2022. In this, their second year, the awards have been established to recognise the leading lights of the protection industry. The team at IFA Magazine extends our congratulations to all this...

Trending articles

IFA Talk logo

IFA Talk is our flagship podcast, designed to fit perfectly into your busy life, bringing the latest insight, analysis, news and interviews to you, wherever you are.

IFA Talk Podcast - listen to the latest episode