Investment Companies to Target 75% of Millennials Who Have “Ecoanxiety”

BY Rachel Cagle
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The precarious future of the planet affects everyone, and we often hear about the immediate human impact of natural disasters stemming from climate change. But what happens when an entire generation grows up listening to and watching negative news about the environment? How does it affect the health of their psyche?

Stress stemming from environmental issues isn't new and unfortunately, it's likely here to stay.

In an online survey of 2,029 U.S. adults conducted on behalf of Swell Investing by The Harris Poll from April 5–9, 2018, researchers found that:

  • 92% of Americans are worried about the future of our planet
  • Nearly three quarters (72%) of millennials 18–34 say that watching, hearing and/​or reading negative news stories about the environment sometimes has an impact on their emotional wellbeing (e.g., anxiety, racing thoughts, sleep problems, a feeling of uneasiness)
  • Among those who say they are worried about the future of our planet, about two-​thirds say they take steps to reduce energy use in their home (68%) or take steps to reduce water waste in their home (64%)
  • Only 13% of American adults invest in environmentally responsible companies to address worries about the future of the planet, but millennials are ahead of the curve with 20% investing in companies that prioritize the environment.

Part of Environmental Cause Supporters’ investment in responsible companies impacts the vehicles they choose to drive. According to AudienceSCAN, this group is 93% more likely than average to drive hybrid or electric cars.

"The next generation has a high level of awareness of the challenges at hand when it comes to the health of the planet, and it's heartening to see so many people taking action in their day-​to-​day lives," said Dave Fanger, CEO and Founder of Swell Investing. "But there's more to be done at the company level when it comes to investing. Think about it this way. You can take actions to protect the earth at home. But when you put your investment dollars behind environmentally responsible companies, you're voting for the future you want to experience."

Environmentally responsible companies can reach this group of consumers through mobile advertising, as they are 74% more likely than average to find advertising on mobile apps useful, according to AudienceSCAN. A little over 62% of this group uses mobile devices to watch online or streamed video and they're 44% more likely than average to take action after watching pre-​roll video ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.