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Sustainable Finance, Too Green to Be True? How greenwashing, poor-quality products and bad advice are stopping consumers from investing sustainably
Over a quarter of consumers only save in their current account or keep cash at home, while others use savings accounts, pension plans, ETFs, bonds, and crypto assets. Consumers interested in sustainable finance seek investments with positive impacts and want companies to transition towards sustainability. Greenwashing and unreliable green claims are major deterrents for investing sustainably. Many consumers have limited understanding of sustainability aspects compared to financial aspects, with product names and marketing heavily influencing their decisions.