Results of survey into consumer awareness of impact investing
(level of recognition and interest)
Case studies

Results of survey into consumer awareness of impact investing
(level of recognition and interest)

Impact investing

As part of its research, SIIF conducted the first ever survey into the level of recognition and interest in impact investing among general consumers in Japan.

Overview

The result was an overall level of recognition for impact investing of 6.8%. We found that individuals with experience in investing had a higher level of recognition. In terms of affiliation, millennials in their 20s and 30s had a high level of recognition, in addition to which the higher the household income, the higher the degree of recognition. Potential purchasers came to 20.7% of the total. In terms of affiliation, support came from the millennial generation and from people involved in social contribution activities, such as volunteer work and donations. Among those likely to purchase, 11.7% responded positively to the statement “If it were to contribute to resolving social problems, I would buy impact investing products even if the financial return were somewhat low.” The outcome was that we caught glimpses of intent to participate in transforming society through investment activities. Having digested the results of this survey we find that levels of awareness are low compared to those of other countries, but that domestic interest in purchasing is high, which gives us hope for the future.

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