The 2024 survey included 2,072 participants, representing a diverse range of investors segmented by gender, race, age, household income, and state of residence. The average personal investment savings across respondents was approximately $116,100, spanning a spectrum from less than $10,000 to over $500,000 in assets. These investments were held through major institutional investors, including Fidelity (43%), Vanguard (36%), American Funds (10%), and others.
When assessing knowledge about the stock market, younger investors appeared less confident, with only 18% describing themselves as extremely or very knowledgeable, down significantly from 44% in 2023. Older investors, while equally low in self-assessed knowledge at 16%, remained consistent compared to prior years.
While the survey’s findings provide valuable insights, it’s important to recognize the limitations of drawing conclusions from a sample size of 2,072 participants. Although the sample is diverse and includes a wide range of demographics, it represents only a fraction of the broader investor population in the United States. The average investment savings of $116,100 also skews toward mid- to high-net-worth individuals, potentially overlooking the perspectives of lower-income investors. Additionally, self-reported knowledge and willingness to incur financial losses for ESG causes may not fully align with actual behaviors in real-world scenarios. These factors suggest that while the survey captures key trends, its conclusions should be interpreted with caution when generalized to all U.S. investors.
Among younger investors (ages 43 and below), support for ESG priorities has seen a sharp decline. Only 46% expressed significant concern about environmental issues in 2024, a steep drop from 70% in 2022 and 49% in 2023. Similarly, concern for social and governance issues among this group fell to 45% and 30%, respectively.
Economic pressures are likely a key factor influencing this decline. Younger investors appear increasingly unwilling to bear financial sacrifices for ESG causes. For instance:
This trend reflects a broader prioritization of wealth preservation over ESG advocacy among younger demographics.
In contrast, older investors (ages 60 and above) have shown a modest increase in concern for ESG issues. In 2024, 42% expressed significant concern about environmental issues, up from 34% in 2023. Concern for social issues also rose slightly, reaching 38% compared to 33% the previous year.
Despite this increase, older investors remain consistent in their reluctance to incur financial losses for ESG objectives. Only 3-5% of this group are willing to sacrifice more than 10% of their wealth for causes such as carbon emissions reductions, renewable energy, or improved product sustainability—a pattern that has remained steady over the past three years.
The generational divide in ESG sentiment is narrowing, though not in a way that suggests growing enthusiasm. Younger investors, once significantly more supportive of ESG than their older counterparts, are now aligning more closely with the latter’s cautious approach. In 2022, young investors were twice as likely as older ones to express deep concern for ESG issues, but by 2024, the gap had shrunk to just a few percentage points.
The 2024 survey underscores a critical shift in generational attitudes toward ESG. While younger investors retreat from their historically strong support, older investors show a gradual but limited increase in concern. These dynamics suggest that economic pressures and prioritization of financial security are driving a convergence of views across generations, reshaping the landscape of ESG advocacy in the investment world.