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Once upon a demand pool

As regulatory change and society places more emphasis on issues such as fair board structure, employee relations, diversity, equal pay and of course the climate crisis, this demand is only going to grow stronger.

Our research revealed that eight in 10 customers said they’d prefer to choose a company that’s acting responsibly over one that isn’t - and when you put it like that, it’s hard to disagree. 

As an industry, we can collectively create a lot of positive change in this area, and by offering a service and proposition that takes different responsible investment approaches into account, we can collectively ensure that this story gets a happy ending. 

*Source: Royal London, Responsible investment pensions research, December 2019

To find out more about Royal London’s approach to responsible investment please visit

Find out more about  Responsible Investing: The New Normal