Money meets morals study data

For millennials, investing and values go hand in hand

MILLENNIALS 18-36 G E N X 3 7- 5 2

Which of the following best describes your experience with socially responsible and impact investing options?

22%

38%

48%

58%

54%

BOOMER 53-71 OLDER 72+

48%

31%

18%

24%

14%

20%

24%

“I don’t have any interest in

“I don’t currently invest in

“I currently invest in socially

socially responsible or impact

socially responsible or impact

responsible or impact

investing options”

investing options, but I plan to

investing option.”

invest in the future.”

Seven in ten Americans think it’s important that their values, the set of principles or ideals that drive and guide their behaviors, opinions and choices, align with their decisions around investing.

Are you able to name the top three companies or stocks within your investment portfolio (i.e., the companies you have the most money invested with)? (%) OF MILLENNIALS WHO INVEST:

No 49%

Yes 27%

Have investments that don’t include stocks 24%

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What is/would be your greatest concern around socially responsible or impact investments?

“Not certain my money

27% Millennials 18-36

is really backing positive companies.”

18% Gen X 37-52

Millennial investors were most likely to be concerned about a company’s labor policies when considering investments.

Millennial investors were most likely to consider whether the companies they invest in are solving a major world problem.

37% Millennials 18-36

24% Millennials 18-36

22% Gen X 37-52

12% Gen X 37-52

24% Boomer 53-71

13% Boomer 53-71

37% say fair labor practices and the inclusion of

Nearly a quarter (24%) of Millennials expressed

women and minorities is an important factor when

this was a factor in their decisions around which

considering which companies to invest in. Only 22%

companies to invest in, compared to just 12% of Gen

of Gen X investors and 24% of Boomer investors

X and 13% of Boomer investors.

shared this sentiment.

When millennials are ready to invest their money, they’ll want to do it the right way.

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Investment outcomes and estimates are hypothetical in nature. Not an offer, solicitation of an offer, or advice to buy or sell securities in jurisdictions where Swell is not registered. Registration does not imply a certain level of skill or training.

This survey was conducted online within the United States by Harris Poll on behalf of Swell Investing from October 9-11, 2017 among 2,207 U.S. adults ages 18 and older, among them 436 Millennials aged 18-36 (235 have investments), 586 Gen X aged 37-52, 978 Boomers aged 53-71 and 207 Older (aged 72+).

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