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    How to trick people to be more green

    New research in the Journal of Applied Psychology shows that people are more ready to change their behaviour and become more green if they are presented with an associated personal benefit. As the BPS Research Digest explains, people reacted more positively to changing their daily commute from private to public transportation when the proposal was presented showing financial and health benefits, rather than when it was only linked to environmental considerations.

    What this means for the financial industry seems obvious. The more we can show how ESG is linked to performance improvement or marketing advantages, the more inclined fund managers will be to integrate the approach into their investment process.

    Picture (c) Andrea-Danti—Fotolia.com

    Aline Reichenberg Gustafsson, CFA
    Aline Reichenberg Gustafsson, CFA is Editor-in-Chief for NordSIP and Managing Director for Big Green Tree Media. She has 18 years of experience in the asset management industry in Stockholm, London and Geneva, including as a long/short equity hedge fund portfolio manager, and buy-side analyst, but also as CFO and COO in several asset management firms. Aline holds an MBA from Harvard Business School and a License in Economic Sciences from the University of Geneva.

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