Shroders recent study challenges the assumption that it is the younger generation that show the most concern for investing sustainably. Their study shows that that Generation X (38-50) are more likely to consider sustainability when investing than millennials. 61% would always consider sustainability factors compared with 59% for millennials (18-37), 50% for Baby Boomers (51-70) and 40% for the Silent Generation (70+).

The study looks at the attitudes of the different generations on how their investments impact in contributing to a more sustainable world and highlights that there is demand for all investment funds to consider sustainability factors, known as ESG.

Read the full study here.