{"id":1591,"date":"2021-09-16T08:00:26","date_gmt":"2021-09-16T12:00:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/16\/our-mis-invested-youth\/"},"modified":"2021-09-16T08:00:26","modified_gmt":"2021-09-16T12:00:26","slug":"our-mis-invested-youth","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/our-mis-invested-youth\/1591\/","title":{"rendered":"Our Mis-Invested Youth"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">New research suggests that behavioural bias is keeping younger investors from the better outcomes of responsible investing \u2013 and drawing them towards the \u2018rich-quick\u2019 glitter of meme stocks and \u2018finfluencers\u2019. As markets threaten to close a window of opportunity on younger generations\u2019 financial security, AML Head of Strategy Christian Barnes calls on investment firms to start showing EQ as well as IQ \u2013 before it\u2019s too late.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heart rules head. Rational arguments are always second to our unconscious, more instinctive response to things. We had to bear that in mind recently when analysing the results of <em>the Investor Index 2021<\/em> \u2013 our latest joint study among UK investors and advisers<sup>1<\/sup>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the context of a pandemic, the internal conflicts between beliefs and behaviour can have more significant consequences for investing. The most telling of these conflicts, perhaps, is in ESG, or Responsible Investing as a whole.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to KPMG<sup>2<\/sup>, 81% of millennials want to know more about ESG. So, it is unsurprising that interest in Responsible Investing is far greater among our younger and new investor sample than among the over-55s. But the 18-34s were also far more likely to prioritise their financial security over Responsible Investing considerations. So, whilst the young crave financial security \u2013 up to 10x more than over 55s \u2013 they\u2019re not using Responsible Investing to get it.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Despite evidence to the contrary, when talk turns to action they just do not \u2018trust\u2019 it to deliver. Heart over head, maybe \u2013 sourced in \u2018muscle memory\u2019 which tells us, through experience, that what is good for us, for the planet or for society, will always come at a price \u2013 in financial or performance terms.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We can see an example in the Fairtrade Foundation relying on customers wanting to pay more to buy responsibly sourced goods. And it took a (very much younger) family friend to convince me recently to try an ethically produced washing liquid that bias had led me to dismiss in the 1990s as expensive and inferior (it\u2019s excellent). As we emerge from the confines of the pandemic, can we really expect young people, who may otherwise espouse the merits of slow fashion, to resist the fresh thrill of spontaneously clicked, cheap new clothing? Most of us, if we\u2019re honest, is full of contradictions between what we <em>believe<\/em> to be right and our behaviour in the moment.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this makes persuading younger, newer investors to put their money where their hearts are \u2013 into Responsible Investing \u2013 difficult. There is ample evidence that performance is better<sup>3<\/sup> and that it need not cost more than the \u2018full fat\u2019 equivalent. But that causal linkage will need reiterating creatively ad infinitum to overcome the behavioural biases stacked against it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This same muscle memory is at play in superstitions and luck. We win at something occasionally and find ourselves driven to repeat it \u2013 backing a horse, buying a scratch card \u2013 no matter how often we lose. Some of us find ourselves recreating conditions that we associate with success i.e. lucky socks, taking a certain route to work etc.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the increasingly unadvised young investor \u2013 relying more on friends, family, their bank and their own research for advice (rather than FAs), these biases of luck and superstition are also presenting barriers to their longer-term financial security. They make \u2018investing\u2019 in meme stocks, CFDs et al, just \u2018gambling\u2019 (as one victim recently described it<sup>4<\/sup>) \u2013 with no concept of the value underlying their investment. And one-minute \u2018finfluencer\u2019 tutorials on TikTok are only likely to reinforce that.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These behaviours are all symptomatic of combined phenomena \u2013 being young, being human and finding our way through the uncertainty and turbulence of a global pandemic. In time, surely, all will come right, right?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Other trends suggest that there may be less time than we thought.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The first is the almost pivotal shift in institutional investors\u2019 attitudes towards ESG and sustainable investing. MSCI found that some $30tn was invested in sustainable assets in the five major global markets in 2020 \u2013 a 34% increase in just 2 years. Those in the previously climate-change-denying US now put climate change as the No.1 investment priority. And 90% of $200bn+ global institutional investors will be increasing ESG investments in response to Covid-19<sup>5<\/sup>. Across asset classes, the trend is strengthening as ESG has moved squarely into the mainstream<sup>6<\/sup>. At face value, this should be encouraging others to take the plunge.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s this very popularity among volume investors that is rapidly beginning to tip the balance. Some feel the ESG market is showing signs of reaching maturity, becoming a victim of its own success \u2013 with a warning that ESG investing does come at some cost to investors<sup>3<\/sup>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, for all that, Morningstar\u2019s Kenneth Lamont adds that ESG funds \u201c\u2026may reasonably be expected to outperform the market over long periods.<sup>3<\/sup>\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, the broad, long-term benefits of Responsible Investing are there for the taking. For now. \u00a0But they\u2019ll likely become less good value in pure investment terms in the not-too-distant future. With state provision likely to continue to recede and the Responsible Investing \u2018value\u2019 window closing, \u2013 the need to overcome behavioural biases amongst the young has arguably never been more in their interest.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>1<\/sup><em>AML and the Nursery\u2019s Investor Index 2021 research report is available for free download at <\/em><a href=\"https:\/\/investor-index.com\">https:\/\/investor-index.com<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>1<\/sup>April 2021, 1100 UK investors (with \u00a310,000+ invested) and a range of advisers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>2<\/sup>KPMG 2019 \u2013 the numbers that are changing the world<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>3<\/sup>FT, \u201cESG outperformance looks set to end, study suggests\u201d 6<sup>th<\/sup> July 2021<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>4<\/sup>The Guardian, \u201c\u2026 how a generation of amateurs got hooked on high-risk trading\u201d 19<sup>th<\/sup> June 2021<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>5<\/sup>MSCI Investment Insights 2021: Global Institutional Investor Survey<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><sup>6<\/sup>Institutional Investor \u201cHow the World\u2019s Largest Asset Managers Are Finally Taking ESG Seriously\u201d 1<sup>st<\/sup> March 2021<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n         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late.<\/p>\n","protected":false},"author":7,"featured_media":1592,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Our Mis-Invested Youth | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/our-mis-invested-youth\/1591\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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