Survey shows rising interest in responsible investing but a stubborn advice gap
Fewer Canadian investors said they understand responsible investing this year, even as they look to advisors and institutions to help them navigate environmental, social and governance (ESG) issues and a changing real estate landscape.
For mortgage agents and brokers who've put a focus on getting to grips with responsible investing and Environmental, Social and Governance (ESG), that could open the door to helping Canadians navigate the process of responsibly saving for a downpayment.
The Responsible Investment Association’s (RIA) 10th annual Investor Opinion Survey, based on an online poll of 1,001 Canadian investors conducted by Ipsos between February 11 and 16, 2026, found that 71% either have never heard of responsible investment (RI) or know little or nothing about it. That's up from 66% last year.
Only 23% said they know a “fair bit,” down from 28%.
The RIA data also showed 28% reported owning RI products, while 38% are unsure if they do – a sign that labelling and disclosure remains opaque.
Interest outpaces understanding
Despite that knowledge slide, investor appetite for RI remains strong. Two‑thirds of respondents (67%) said they are interested in responsible investment, in line with 2025, and 47% of current RI investors plann to increase allocations over the next year, with another 47% intending to hold steady.
Patricia Fletcher, chief executive of the RIA, said the knowledge gap is “closely linked to one of the most consistent findings across our research: the gap between investor expectations and advisor engagement.”
Nearly three‑quarters (73%) of investors want RI considerations formally included in Know Your Client discussions, yet only 28% said their provider has ever asked such questions.
“Younger investors continue to lead in both interest and adoption, while also expressing greater sensitivity to issues like greenwashing and product clarity,” Fletcher said.
Existing RI investors tend to view the space pragmatically, with 91% citing investment opportunity and 88% pointing to risk reduction, alongside values and impact.
At the same time, 66% flagged greenwashing and 66% cited lack of knowledge about RI funds as leading deterrents, followed by unclear fund labels at 64%.
Education and credibility as competitive edge
The RIA’s 2025 survey already showed that 76% of investors wanted advisors to be required to ask about RI during KYC, while only 28% recalled that happening – a service gap that persisted into 2026.
The association also noted that advisors and financial institutions are still viewed as the most important sources of RI information, ahead of media and other channels.
Investors have not lost interest in responsible investment; they have lost some confidence in their own grasp of it. Firms that pair credible ESG frameworks with plain‑language education and that treat RI questions as standard, not optional, are likely to be better placed to win and retain capital in a market where sustainability and housing are increasingly intertwined.
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