Head versus heart: The six types of sustainable investor

Are you a 'moderate green' or an 'eco warrior'?

UK investors can be divided into six core groups of consumers from those who are willing to prioritise sustainability above financial returns, to those who prioritise performance above all else, according to The Great British Sustainable Savers Census, conducted by Boring Money and sponsored by Aberdeen Standard Investments.

The survey detailed two primary categories into which the six core groups can be placed, with those who choose investments that "reflect their sustainable values and lifestyle" in the 'heart' category, and those whose investments are "positioned to perform well" comprising the 'head' category. Canvassing over 6,000 UK investors, the research found that while most people invest with the primary drive of achieving higher returns compared to cash savings, 25% of existing investors believe it is more important for an investment to reflect their sustainable values than purely deliver returns....