Demand for ethical investment holds firm in 2025 report
A strong majority of New Zealanders continue to back ethical investment strategies, with 75% saying they want their KiwiSaver and managed fund investments to be managed responsibly.
This is according to a recent report titled “Voices of Aotearoa: Demand for Ethical Investment in New Zealand 2025.”
The survey, commissioned by Mindful Money and the Responsible Investment Association Australasia (RIAA), comes amid rising global criticism of environmental, social, and governance (ESG) investing—particularly from US President Donald Trump and Republican leaders, who have labelled the approach part of a broader “culture war.”
Despite the political rhetoric abroad, Mindful Money founder Barry Coates said New Zealanders remain steadfast. “It’s good from the survey to see that people are still very strong in wanting their investment to be managed ethically,” he said.
“There’s been criticism, particularly from Republican-controlled states and from the White House—but that’s primarily been from a culture wars perspective rather than an investment perspective.”
The survey of 1,000 adults found a growing familiarity with ethical and responsible investing among New Zealanders, with many choosing to avoid sectors linked to human rights violations, labour abuses, environmental damage, weapons, gambling, and tobacco.
Concern about greenwashing was evident, with 54% of respondents saying they are more likely to invest in funds that carry independent certification. Investors are also shifting their focus beyond harm avoidance to creating tangible social and environmental impact.
“They not only want to avoid harm, but they are also seeking investments that deliver positive outcomes,” Coates said.
Older investors, particularly Baby Boomers, remain more cautious—prioritising returns and showing reluctance to switch funds during times of economic uncertainty. Meanwhile, many younger and lower-balance investors continue to choose KiwiSaver providers based on convenience, most often sticking with their main bank.
The survey also noted increased use of financial advisors and planners to help guide KiwiSaver decisions.
Do you consider ethical factors when choosing where to invest? Share your thoughts below.
