Despite economic turmoil, Canadian retail investors remain interested in responsible investments

Uptick in greenwashing concerns

Greenwashing refers to the practice of making investments or financial products appear more environmentally responsible than they truly are, often through misleading marketing or exaggerated claims. Despite a decline reported in the prior survey, 2025 saw a slight uptick in greenwashing concerns with over half of respondents acknowledging that it deters them from responsible investments compared to the previously reported 46%. Other key deterrents include lack of knowledge about responsible investment (RI) funds, lack of clarity around fund labels and strategies and performance concerns.

According to a release, this may be the cause of a slight decrease in ownership of responsible investments year-over-year.

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Generational differences and other highlights

Two-thirds of respondents reported they are interested in responsible investments, with younger respondents generally expressing greater interest than older respondents, and female respondents more interested than their male counterparts. There was also a noted increased interest among those 55 and older.

At the same time, 66% of respondents say they know little or nothing about responsible investments, including 19% who have never heard of it.

Considering the impact of world events, 35% of respondents say they are more likely to choose RI than one year ago.

As well, it's important to consider the near omnipresence of AI in every facet of our lives now, including in responsible investments. Nearly two-thirds of respondents are either not very familiar or not familiar at all with the applications of artificial intelligence in the investment decision-making process.

Survey methodology

The 2025 survey is based on data collected by Ipsos from 1,001 Canadian individual investors between January 27 and February 3. Investors are defined as individuals who currently own investments such as mutual funds, exchange-traded funds, stocks, bonds or other securities.