Levers for Behavioural Change in Retail Responsible Investment. RIA Conference, Toronto May 28, 2014

Transcription

1 Levers for Behavioural Change in Retail Responsible Investment RIA Conference, Toronto May 28, 2014

2 Presentation Outline 1. Presentation of Ethiquette 2. Study results on Quebecers and RI 3. Highlights from Benchmark study of Web sites on RI and experiential research Image ici 2

3 Ethiquette (Launch September 2014) Mission To to raise awareness and educate citizens on Responsible Investment, and to offer investors the tools that will allow them to mindfully orient their investment choices. Objective To bridge and facilitate interactions between stakeholders of responsible investment in order to stimulate dialogue, action and positive, long-term, social, environmental and economic results. 3

4 Knowing RI exists is essential, but information alone doesn t change people s behaviour Interactive Web platform Accessible content User-oriented experience Video, testimonials, quizzes, discussion forum and social media Covering RI basics for the inexperience investor ++ The spectrum of RI options, impacts and limits Info graphics Tool box Practical tools helping investors to navigate the various barriers they will confront on their path to RI 4

5 For Financial Product Providers Business intelligence Netnographies: social insights from social media 5

6 Ethiquette Ownership and Management 6

7 Platinum Gold Silver Bronze Cooper 7

8 Quebecers and RI: Study Results Purpose: Raise awareness Educate Deepen the RI retail market Identify levers for behavioral change Set the foundation for Ethiquette 8

9 Major Findings: Awareness Issues Only 16% of Quebecers were familiar with the concept of SRI Only 8,5% have already invested in SRI Weak Culture of Investment 33% manage to put a bit of money aside; 7% manage to put a fair amount of money aside Low levels of experience and interest in investment 9

10 Major Findings: Lack of information and issues of product complexity 56.9% 46.6% There is not enough information I have a hard time understanding how SRI weighs in on the behavior of companies 42.6% Available information lacks transparency 10

11 Major Findings: Issues of confidence in SRI % are confident that SRI products don t invest in military or tobacco companies (screens) % are confident SRI products do their best in trying to target companies that reduce societal problems (real intent) % are confident SRI follows rules and guidelines on social responsibility (legitimacy) % are confident SRI offers an honest way to improve societal problems like pollution 11

12 Major Findings: Risk and return are a concern, but lesser SRI offers a return on investment that is SRI represents an investment risk that is Identical or superior Identical or inferior 12

13 Major Findings: Desire to plan ahead & be consistent with other responsible consumption behaviours 49.2% 40.82% I want to protect the planet and preserve the environment I want to be consistent with my other consumption choices 35.9% I want to have influence on companies 34.2% I think that SRI enables real societal change 13

14 Major Findings: Quebecers are generally concerned about social and environmental issues 94.2% Health protection 92.1% Pollution 89.1% Human Rights 88.9% Corruption 87.2% Working conditions 86.4% Financial fraud 83.5% Climate change 14

15 Estimate of SRI assets to be invested in 2015 Between 1,7 and 2,1 billion $ 15

16 BENCHMARK STUDY ON GLOBAL SRI PLATFORMS Principle Findings The platforms with the most interesting content: 1. Are oriented to members and partners of the organization rather than individuals 2. Require a relatively high level of knowledge and/or interest to access 3. Have limited interactivity 16

17 Experiential Research Principle Findings Focus Groups Working for RI Working against RI 17

18 Conclusions: To bring about change in retail RI Inform those who s behavior we want to change Target individuals (user-oriented) Cover the basics (simple & accessible) Be clear & credible Offering realistic promises Independent of direct commercial interest Better accompany investors in the process Interactivity (a place to be genuinely heard) Steps to action need to be scripted September Image from our collaborative design session 18