In recent years, green and ethical issues have moved up the political agenda while consumers have become more aware of and interested in these issues. Financial companies have responded, largely by adopting sustainable and socially responsible business practices and taking steps to become carbon-neutral. In addition, recent years have seen some new banking and insurance products emerge, while ethical funds are now a well-established sector within the investment industry.

But what do consumers think of these products and how appealing are they? Moreover, in these difficult economic times, do good intentions count for less when budgets are stretched? Are people prepared to pay more for green products, or must these products also compete on conventional selling points such as customer service, convenience and cost?

This report explores these issues, drawing on the findings of our independent survey and online focus group research. It examines current take-up levels of green and ethical products and assesses the market’s prospects for future growth. The report also investigates attitudes towards financial companies adopting green strategies and measures the extent to which consumers trust some of the best-known financial brands to behave ethically.