There’s no shortage of interest.
Selon le 2025 RIA Investor Opinion Survey, 67% of Canadians say they’re interested in responsible investing. And yet, only 28% actually own responsible investments – down from 33% two years ago.
So, what gives?
If most Canadians are interested, why aren’t they acting on it? Why is there such a gap between interest and action – and how do we close it?
Values matter – but performance still drives decisions.
When we surveyed our own community bondholders – people who had already invested in affordable housing – their top motivation was creating positive social and environmental impact.
These are deeply values-driven investors. But here’s what stood out: nearly half said they’d invest more if returns were higher.
This aligns with what we saw in the RIA survey. Canadians were asked how important various factors are when deciding whether to include responsible investments into their portfolio. The results?
- 92% said performance and opportunity are very or somewhat important
- 89% said risk reduction is very or somewhat important
- 79% said personal values is very or somewhat important
The takeaway? Values bring people in, but performance helps them stay.
The good news? Community bonds can offer both: steady financial returns and direct, local impact.
RIA Survey Results
There’s interest – but not enough information.
If 67% of Canadians are interested in responsible investing, why aren’t more people doing it?
One big reason: they don’t know where to start.
In fact, 66% of Canadians say they know little or nothing about responsible investing. Read that sentence again – little or nothing!
And it’s not just a lack of awareness about available options. It’s also a lack of trust. Many investors aren’t sure where their money is going or whether it’s making a real difference.
That’s partly because of greenwashing, which remains the top deterrent for responsible investing. Vague claims, buzzwords, and slick marketing have made people skeptical – and understandably so.
In our Community Bondholders Survey, the message was loud and clear: People want transparency. They want impact updates. And they want to know, in plain, honest language, what their money is doing.
The demand is there. The education and clarity are not.
Financial advisors could help – but they’re not having the conversation.
According to the RIA survey:
- 88% of Canadians trust advisors as a key source of information.
- 76% want to be asked about their responsible investing preferences.
- But only 28% have ever been asked.
- Of those, only 35% had a meaningful conversation.
Most investors aren’t bringing it up on their own. They’re waiting to be asked. But when no one does, the moment passes – and the opportunity is missed.
This is where community bonds can stand out. Issuers build direct relationships with investors, answering questions and providing clarity in a way that traditional financial channels often don’t.
Community bonds: a clearer path and a real opportunity.
So what does all of this tell us?
We’re seeing a growing appetite for responsible investing – but also confusion, skepticism, and a lack of trusted options.
Community bonds help close that gap. They offer exactly what so many investors are looking for:
✅ Tangible impact: Investments go directly into local projects – things you can see and walk by every day, like affordable housing, arts & culture hubs, and renewable energy installations.
✅ Predictable returns: Bondholders earn fixed interest payments over a set term, plus their principal at maturity.
✅ Trust and transparency: Community bond issuers provide regular updates, clear terms, and meaningful engagement with investors.
Community bonds prove it’s possible to combine financial performance with values-driven impact – and bring trust and transparency back into the investing experience.
They’re already delivering the kind of investment Canadians say they want. Now, it’s time to make community bonds easier to see – and even easier to choose.
Want to learn more about community bonds?