SIIF Publishes the “Consumer Survey on Impact Investing in Japan 2025”

Awareness of impact investing reaches a record high of 8.8%, while interest rises to 19.4%, particularly among investors in their 20s and 30s.

The Japan Social Innovation and Investment Foundation (SIIF) (Headquarters: Minato-ku, Tokyo; Chair: Shuichi Ohno) is pleased to announce the publication of the Consumer Survey on Impact Investing in Japan 2025, conducted in its capacity as the secretariat of GSG Impact JAPAN National Partner, the Japan chapter of GSG Impact, an international organization promoting impact investing.

This survey, launched in 2019, marks its seventh year and remains the only consumer survey on impact investing in Japan. SIIF continuously monitors consumers’ awareness of impact investing and their interest in making impact investments. The survey also aims to generate insights that support the future development of Japan’s retail market for impact investing.

Summary of Key Findings

■ Awareness of impact investing reaches a record high of 8.8%

The proportion of respondents who reported that they understand the meaning of the term “impact investing” to some extent reached 8.8%, the highest level since the survey began.
In addition, broader awareness—defined as including those who have heard the term but do not know its meaning—reached 21.1%, exceeding 20% for the first time.

■ Interest in making impact investments rises to 19.4%

The share of respondents who expressed interest in making impact investments increased by 3 percentage points year on year, reaching 19.4%.

■ Awareness and interest are both higher among investors in their 20s and 30s

Both awareness of and interest in impact investing are higher among respondents in their 20s and 30s (Gen Z and Millennials) with investment experience.

■ Top investment areas of interest: renewable energy, the environment, healthcare, and elderly care

Among respondents interested in impact investing, the most popular investment themes include renewable energy, the environment, healthcare, and elderly care.

■ Over 80% of the interested group prioritizes financial returns

More than 80% of respondents who expressed interest in impact investing stated that they seek financial returns equal to or higher than those from other investment products.

■ Participation in financial literacy education remains low at 8%

Only 8% of respondents reported having taken financial literacy education provided by institutions such as schools, workplaces, or financial institutions.

Implications: “Investment Experience × Younger Generations” as a Key to Market Development

The analysis suggests that a key strategy for expanding the retail market for impact investing in Japan is to focus on consumers with investment experience—particularly those in their 20s and 30s.

In addition, the findings highlight the importance of:

• Communicating the potential for financial returns comparable to or greater than other investment products, and

Increasing visibility through media channels frequently watched by consumers with high ethical awareness, in order to expand awareness and interest in impact investing.

Survey Overview

The report is available here:https://www.siif.or.jp/wordpress/wp-content/uploads/2026/02/English-Consumer_Survey_on_Impact_Investing_2025Final.pdf

Press Release Materials (Japanese Only)

• 【PressRelease】SIIF Publishes the “Consumer Survey on Impact Investing in Japan 2025”

Related URLs/materials for download (Japanese Only)

• 2025インパクト投資消費者調査報告書
• Consumer Survey on Impact Investing in Japan 2025