Trends Report

Discover Canada’s Impact-Oriented Investors, Then Educate Them

An Opportunity For Investment Firms: Many Investors Want To Align Their Investments With Their Values

August 7th, 2023
With contributors:
David Hoffman , Aaron Suiter , Jen Barton


Data from Forrester’s Financial Services Benchmark Recontact Survey, 2022 found that 13% of online adult investors in Canada own sustainable investment products, and they’re younger, wealthier, and more educated than the average investor. The bigger news is that another group of investors who value the nonfinancial impact of their investments has yet to invest in these kinds of products. This report dives into the characteristics of three types of investors — sustainable, impact-oriented, and conventional — and provides insights and advice to investment firms for capitalizing on the opportunity.

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