Nearly half of RI investors plan to increase holdings, but knowledge and engagement lag
Canadian investors are signaling stronger intent to grow their exposure to responsible investments, even as gaps in understanding and advisor engagement continue to slow broader adoption.
New findings from the Responsible Investment Association’s 2026 Investor Opinion Survey show that 47% of investors who already hold responsible investments expect to increase their allocations over the next year, while another 47% plan to maintain current levels.
That sustained commitment comes amid steady overall interest in the category, with 67% of respondents expressing interest, unchanged from 2025, highlighting continued demand despite a more complex market backdrop.
The data also points to a broader shift in investor behaviour beyond ESG considerations alone. About 43% of respondents say they are now more inclined to invest in Canadian-domiciled companies than a year ago, compared to 37% who favour infrastructure-related energy and utilities firms and 25% who would lean toward defence-related investments.
This tilt toward domestic assets reflects how economic uncertainty and geopolitical developments are reshaping portfolio preferences, with investors placing greater emphasis on resilience and national growth themes.
While appetite for responsible investing remains firm, knowledge continues to lag. The survey found that 71% of investors either have never heard of responsible investing or report only minimal familiarity with it.
That disconnect underscores a key challenge for the industry: translating interest into informed decision-making.
At the same time, ownership levels have plateaued, with 28% of respondents reporting they hold responsible investments, while 38% remain unsure whether they do.
Advisor gap persists
Despite widespread interest, engagement through financial advisors remains inconsistent.
Nearly three-quarters of investors say they want responsible investing preferences incorporated into the know-your-client process, yet only 28% report being asked about it.
This ongoing disconnect—often referred to as the “RI service gap”—suggests that demand for responsible investing continues to exceed the level of discussion happening within client-advisor relationships.
At the same time, most investors are not initiating the conversation themselves, reinforcing the importance of advisors taking a more proactive role.
Even as ESG considerations gain traction, investors continue to prioritize traditional financial outcomes.
More than 90% cite investment opportunities and performance, along with risk mitigation, as key factors when incorporating responsible investments into portfolios, ahead of personal values or societal impact.
Barriers remain
Concerns about greenwashing and limited understanding of responsible investment products remain the top obstacles, each cited by roughly two-thirds of respondents.
Unclear fund labelling and insufficient transparency continue to add to investor hesitation, pointing to a need for improved disclosure and clearer communication across the industry.
Taken together, the findings suggest responsible investing is entering a more mature phase in Canada where growth will depend less on raising awareness and more on building trust, improving clarity and ensuring advisors are equipped to meet investor demand.
