We assumed people took employment to make money and we invested for financial gain. To make a long story really short, this has changed. Money is still interesting but for most people it is not the first priority. They know they are not likely to starve.
Self-realization, and respect from co-workers are generally more important. In addition, people only feel increasing happiness up to monthly income levels of US$5 000 per month. Having reached that level, people can do most things they want and having bigger cars and houses does not enhance happiness.
In investing, an increasing number of people want that their money make them feel good. As a result, people invest to help others and promote a better society. The key areas are likely to be: Environment, innovation, human rights, business ethics, equality, diversity, anti-corruption and fair trade. In addition, many people like to invest in companies that give them good vibrations. This may be nice retailers or companies with an entrepreneurial spirit.
I recently did a study of areas of corporate and social responsibility and the most important category was environmental concern followed by equality.
Innovation is of major concern to many people because they only want to invest in companies that take change seriously or because they are impressed by edge technology.
General sustainability is increasingly being of interest to many investors. Businesses organized as to reduce the use of limited resources means lower risk and less dependency on stakeholders. Today the concept of full sustainability and almost no destruction of resources are difficult to understand and it is difficult to locate investment targets but it is an area that will attract capital.
When considering this, is that the investment objectives are truly individual and any mix of financial or non-financial objectives are possible.