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There’s a yawning gap between investor interest in ESG and confidence that their portfolios reflect their interest. Investors (and the advisors who serve them) don’t need more product choice; they need greater confidence in the choices put in front of them. But, so far, the industry is missing the same level of innovation in client education and diagnostics that it has brought to ESG product and ratings.

Financial firms that can bridge the ESG interest-to-confidence gap by delivering a personalized, “closed loop” ESG experience stand to reap massive rewards in client advocacy, AUM and referrals.

In this study, Capital Preferences sets out to remedy that, bringing a client-centric lens and decision science-based method to study the client side of ESG – what are investors’ true ESG preferences? What are their knowledge and attitudes to ESG? What are the strong and weak points in their current advisor ESG interactions? What are the ingredients of a winning ESG experience?

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