(New York)

If you asked almost anyone in the industry, the answer would be the same: it is Millennials with whom ESG investing is very popular, “we just can’t get older generations to care”. However, that is not exactly true. While Millennials get most of the credit for caring about socially-conscious investments, it is actually the generation above them, Gen X, which is doing the most ESG investing. A big part of this fact is down to the reality that Gen X is still richer than the younger Millennials. Millennials still win in terms of the overall percentage who buy ESG investments, but Gen X is seeing assets in ESG funds surge quickly. Gen X consists of anyone aged 39-54 years old.

FINSUM: This is a pretty interesting statistic and one that could be useful to some advisors who might be nervous to propose ESG options to those 50+. That said, the desire for ESG investing often comes from the client.