Register For Our Mailing List

Register to receive our free weekly newsletter including editorials.

Home / 231

The ethical investing trend and a Kiwi lesson

The expectations that Australians place on the financial services industry are changing fast and traditional ways of managing and advising on investments need to evolve to keep up with these changes. More clients are asking for a responsible and ethical approach to how their money is managed, from retail through to institutional investors.

The industry is responding. Today in Australia, nearly one in every two dollars is being invested with a commitment to responsible investing, taking into account environmental, social, governance (ESG), or ethical considerations into investment decision-making.

The drivers of the ethical investing trend

This proportion reflects a quadrupling over the past three years, largely driven by the growing acknowledgement within the industry that ESG factors contribute to valuations, both positive and negative. For example, earlier this year, Bank of America Merrill Lynch stated that ESG has become the most important signal of future risk and “a better signal of future earnings volatility than any other measure”.

But another driver has emerged which many in financial services have overlooked. Australians expect their investments are managed in a way that is consistent with what’s important in their own lives. They hold views on ‘what matters’ and what is ‘right’, as demonstrated by the charities they chose to donate to, the businesses they prefer to shop at and the type of world they feel they are contributing to for their children and grandchildren.

The Responsible Investment Association Australasia (RIAA) recently launched new consumer research underscoring this expectation, with 9 out of 10 Australians stating that they expect their superannuation and other investments to be invested responsibly and ethically.

Lessons from across the Tasman

We witnessed a resoundingly clear example of what this expectation means in practice in the New Zealand market last year when front page reports in the national broadsheet and radio networks exposed that the default pension funds (KiwiSaver funds) across the country were holding investments in tobacco, cluster munitions, land mines, and nuclear weapons. This resulted in a significant outcry by the community and politicians, followed by New Zealand police investigations. The majority of KiwiSaver providers dumped stocks across these most controversial industries within a matter of weeks in order to retain clients and hose down the reputational damage.

While only around 4% of Kiwis had opted in to ‘ethical’ funds, the vast majority of people expected their retirement savings to be invested, at a bare minimum, in ways that avoided the most harmful of industries. Within a few months, responsible investment assets under management moved from 4% to 60% of the industry with ‘ethical’ negative screenings in place. This is a cautionary tale for the Australian financial services industry, where portfolio holdings are much less transparent than KiwiSaver funds, but where the stated expectations of Australians are clear.

Notably, our research also showed that this expectation of responsible and ethical investment is supported by a willingness of Australians to switch funds. Four out of five surveyed stated they would consider switching their super or other investments to another provider if their current fund engaged in activities inconsistent with their own values. Some 24% indicated they are likely to consider investing in ethical funds in the next 12 months, and over 50% said they would consider it over the next one to five years.

The money is already moving, with a doubling of funds flowing into traditional ethical investments over the past two years, reaching $65 billion in AUM at the end of 2016. Indeed the fastest growing super fund in 2016 according to KPMG was Australian Ethical.

It’s no longer just our largest banks and listed companies that face the scrutiny of the public and elevated expectations of transparency. Insurance, banking, superannuation, financial advice and fund managers are being examined much more closely than ever before. It’s no longer sufficient to deliver strong returns. An army of small online funds, investing platforms, P2P lenders and boutiques are moving in to capitalise on this shift, and are already nibbling away at market share of the bigger institutions.

The three things to keep in mind

First, our biggest challenge in this industry has been to achieve deeper engagement with our client base. Responsible and ethical investing provides a means to connect more deeply with clients, around issues they care deeply about, and through this, build more loyal clients. If managers want clients to open their emails and letters, connect returns and distributions to a discussion about the issues the clients care about.

Second, our communications need to modernise and move into the digital age. Many of the new cohort are primarily based online, communicating online, signing up new clients online. It is much easier today to move between super funds, managed funds, and banks, and to attract new members through websites and apps.

Third, Millennials count, but data regarding the financial preferences of Australian Millennials has been scant on the ground. RIAA’s research dug deeper and confirmed the elevated propensity of Millennials to invest in line with their values: 88% are considering investing in ethical funds in the future or already doing it, compared with 65% of Baby Boomers and 73% of Gen X. Furthermore, 9 in 10 Millennials would change providers if they were engaged in activities that are not consistent with their values (compared with 68% of Baby Boomers and 77% of Gen X).

It’s time we reconsidered how we deliver on some of the core principles that underpin the finance industry – notions of best interests, fiduciary duties, and ‘know your clients’.

The ability to explore and align people’s values with their investments is what will distinguish the leaders in wealth management from their robo-competition over the coming decade.

 

Simon O’Connor is Chief Executive Officer of the Responsible Investment Association Australasia (RIAA).

As further evidence of the rising significance of ESG investing, The Sydney Morning Herald this week reported how big investors are warning major polluters to recognise implications of climate change.

banner

Most viewed in recent weeks

Finding the best income-yielding assets

With fixed term deposit rates declining and bank hybrids being phased out, what are the best options for investors seeking income? This goes through the choices, and the opportunities and risks involved.

Howard Marks: the investing game has changed

The famed investor says the rapid switch from globalisation to trade wars is the biggest upheaval in the investing environment since World War Two. And a new world requires a different investment approach.

Welcome to Firstlinks Edition 605 with weekend update

Trump's tariffs and China's retaliatory strike have sent the Nasdaq into a bear market with the S&P 500 not far behind. What are the implications for the economy and markets, and what should investors do now? 

  • 3 April 2025

Pros and cons of Labor's home batteries scheme

Labor has announced a $2.3 billion Cheaper Home Batteries Program, aimed at slashing the cost of home batteries. The goal is to turbocharge battery uptake, though practical difficulties may prevent that happening.

Designing a life, with money to spare

Are you living your life by default or by design? It strikes me that many people are doing the former and living according to others’ expectations of them, leading to poor choices including with their finances.

World's largest asset manager wants to revolutionise your portfolio

Larry Fink is one of the smartest people in the finance industry. In his latest shareholder letter, the Blackrock CEO outlines his quest to become the biggest player in private assets and upend investor portfolios.

Latest Updates

Investment strategies

An enlightened dividend path

While many chase high yields, true investment power lies in companies that steadily grow dividends. This strategy, rooted in patience and discipline, quietly compounds wealth and anchors investors through market turbulence.

Investment strategies

Don't let Trump derail your wealth creation plans

If you want to build wealth over the long-term, trying to guess the stock market's next move is generally a bad idea. In a month where this might be more tempting than ever, here is what you should focus on instead.

Economics

Pros and cons of Labor's home batteries scheme

Labor has announced a $2.3 billion Cheaper Home Batteries Program, aimed at slashing the cost of home batteries. The goal is to turbocharge battery uptake, though practical difficulties may prevent that happening.

Investment strategies

Will China's EV boom end in tears?

China's EV dominance is reshaping global auto markets - but with soaring tariffs, overcapacity, and rising scrutiny, the industry’s meteoric rise may face a turbulent road ahead. Can China maintain its lead - or will it stall?

Investment strategies

REITs: a haven in a Trumpian world?

Equity markets have been lashed by Trump's tariff policies, yet REITs have outperformed. Not only are they largely unaffected by tariffs, but they offer a unique combination of growth, sound fundamentals, and value.

Shares

Why Europe is back on the global investor map

European equities are surging ahead of the U.S this year, driven by strong earnings, undervaluation, and fiscal stimulus. With quality founder-led firms and a strengthening Euro, Europe may be the next global investment hotspot.

Chalmers' disingenuous budget claims

The Treasurer often touts a $207 billion improvement in Australia's financial position. A deeper look at the numbers reveals something less impressive, caused far more by commodity price surprises than policy.

Fixed interest

Duration: Friend or foe in a defensive allocation?

Duration is back. After years in the doghouse, shifting markets and higher yields are restoring its role as a reliable diversifier and income source - offering defensive strength in today’s uncertain environment.

Sponsors

Alliances

© 2025 Morningstar, Inc. All rights reserved.

Disclaimer
The data, research and opinions provided here are for information purposes; are not an offer to buy or sell a security; and are not warranted to be correct, complete or accurate. Morningstar, its affiliates, and third-party content providers are not responsible for any investment decisions, damages or losses resulting from, or related to, the data and analyses or their use. To the extent any content is general advice, it has been prepared for clients of Morningstar Australasia Pty Ltd (ABN: 95 090 665 544, AFSL: 240892), without reference to your financial objectives, situation or needs. For more information refer to our Financial Services Guide. You should consider the advice in light of these matters and if applicable, the relevant Product Disclosure Statement before making any decision to invest. Past performance does not necessarily indicate a financial product’s future performance. To obtain advice tailored to your situation, contact a professional financial adviser. Articles are current as at date of publication.
This website contains information and opinions provided by third parties. Inclusion of this information does not necessarily represent Morningstar’s positions, strategies or opinions and should not be considered an endorsement by Morningstar.