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Millennials Taking the Lead

SDG 17: Partnerships for the goals, SDG 16: Peace, justice and strong institutions, SDG 15: Life on land, SDG 14: Life below water, SDG 13: Climate action, SDG 12: Responsible consumption and production, SDG 11: Sustainable cities and communities, SDG 10: Reduced inequalities, SDG 9: Industry, innovation and infrastructure, SDG 8: Decent work and economic growth, SDG 7: Affordable and clean energy, SDG 6: Clean water and sanitation, SDG 5: Gender equality, SDG 4: Quality education, SDG 3: Good health and well-being, SDG 2: Zero hunger, SDG 1: No poverty,
 Aug 2018

August 22, 2018 - Kansas City, Mo. - "Impact investing"–financial investments designed to generate a measurable, positive impact on society, while also providing potential returns–is growing in popularity, according to research conducted by American Century Investments . The "appeal" of impact investing reached 49 percent among 2018 survey participants, compared to 38 percent in 2016. At 56 percent, Millennials find impact investing most appealing, followed by Gen Xers and Baby Boomers at 52 percent and 44 percent, respectively.

A nationally representative sample of more than 1,000 adults (18 years of age or older) were surveyed in July 2018 to better understand generational and gender-based attitudes toward impact investing. American Century Investments conducted a similar survey in 2016.

"This research shows that interest in impact investing continues to grow across all age groups but particularly among the next generation of investors," said Guillaume Mascotto, vice president, head of ESG (environment, social and governance) and investment stewardship at American Century Investments. "As an asset manager, we're committed to offering solutions for those seeking to have a positive impact on society by investing in companies whose business activities are focused on addressing global issues, notably the United Nations' Sustainable Development Goals (SDGs)."

The SDGs consist of 17 goals to address social and economic development issues including poverty, hunger, health, education, global warming, gender equality, water, sanitation, energy, urbanization, environment and social justice.

When asked about the importance of certain factors while making investment decisions, "return on the investment" was considered "somewhat or very important" by 86 percent of 2018 respondents, up from 81 percent in 2016. "Fees, risks and length of time money will be invested" also ranked high as considerations in both studies. "Impact on society," was selected by 54 percent of respondents in 2018, up from 42 percent in 2016. The response was popular among Millennials (60 percent) and women (57 percent).

"As one might expect, factors like investment returns and fees remain top considerations when determining how to invest money," Mascotto said. "The significant increase in the percent of investors factoring societal impact into the decision-making process, particularly among younger investors, confirms our view that investors do not need to choose between impact and returns."

Nearly half (45 percent) of the 2018 survey respondents said they intentionally choose to do business with companies whose "values align" with their own. This finding was consistent across all gender and age groups, with Millennials ranking it highest at 47 percent.

When presented with a broad list of causes that align with their personal values, a third (33 percent) selected "healthcare/disease prevention and cures" as a priority when making an impact investment. This cause ranked the highest followed by "environment/sustainability, improved education, mitigating poverty and alignment with religious principles." Other mentions garnering single-digit responses included "animal rights" and "veterans issues."

"Investor interest in making an impact investment tied to healthcare/disease prevention aligns well, not only with the SDG goal tied to good health and well-being, but also with American Century Investments' unique ownership model, which we view as the ultimate example of investing with impact," Mascotto explained. "As we strive to deliver superior investment results for clients and they continue to entrust us with their assets, our success and profitability will continue to generate positive societal impact around basic medical research funding that is aimed at finding cures for life-threatening diseases like cancer."

Survey Methodology

The survey was conducted among a sample of 1,005 adults, comprising 503 men and 502 women 18 years of age and older from July 9-11, 2018. The study was fielded using Engine's twice-weekly Online CARAVAN® Omnibus Survey. The results from the survey were weighted by age, sex, geographic region, race and education to ensure reliable and accurate representation of the adult U.S. population. For the purposes of the 2018 survey, Millennials were defined as those aged 20 to 37; Gen Xers were defined as those aged 38 to 53; and Baby Boomers were defined as those aged 54 to 72.

About American Century Investments

American Century Investments is a leading global asset manager focused on delivering investment results and building long-term client relationships while supporting research that can improve human health and save lives. Founded in 1958, American Century Investments' 1,300 employees serve investment professionals, institutions, corporations and individual investors from offices in New York; London; Hong Kong; Mountain View, Calif.; and Kansas City, Mo. Jonathan Thomas is president and chief executive officer, and Victor Zhang and David MacEwen serve as co-chief investment officers. Delivering investment results to clients enables American Century Investments to distribute over 40 percent of its dividends to the Stowers Institute for Medical Research, a 500-person, non-profit basic biomedical research organization. The Institute owns more than 40 percent of American Century Investments and has received dividend payments of $1.4 billion since 2000. For more information about American Century Investments, visit


Inquiry and contact information

Chris Doyle

American Century Investments