A new national religion?

The new F&C/OnePoll study of 2,000 UK residents reveals that 55% are prepared to invest ethically in the belief that they might have to sacrifice on returns, compared to conventional (unethical?) investments.

Accepting for one moment my 'Grumpy Old Man' status (it's been a hard week, and I feel I've earned it), am I alone in having to fight waves of cynicism in response to this research?  If one had polled 2,000 people and found that 55% were even prepared to invest, I'd be a bit sceptical, but invest ethically?

Of course, research like this is rarely as objective as one would like it to be.  The fact is, being 'green' (or 'ethical', whatever that means in a postmodern culture) is the new religion.  We may not go to church any more, but we love to flourish our recyclable hessian shopping bags in Sainsbury's, or meticulously sort our refuse into various multi-hued wheely-bins or bags made from tastefully-tinted (biodegradable) potato-starch.  In our neighbourhood, folks compete to see just how many green bags they can dump outside their house on a Tuesday.  The mark of real Green Righteousness is now to be discerned in how much we throw away that is of the right colour.

So, of course 55% are keen to establish their green/ethical credentials - and all the better if they are making a noble sacrifice in accepting a lower return.  "Yep...I've got rubbish investments, but at least I'm doing my bit for the planet!"  Are these lofty aspirations reflected when it comes to practical behaviours?  Frankly, I doubt it.

However...before I allow my scepticism to become too offensive, a quick word of balance.  My Degree was in Environmental Biology.  Without a doubt, environmental issues are going to increasingly dominate our lives, and it is beginning to look as if many of our systems and manufacturing practices are unsustainable, and require urgent change.  It is also clear that our spending and saving habits are thoroughly unsustainable also.  If we could find ways of encouraging our clients to adopt a more responsible approach towards their own future, by simply investing enough, I would be entirely positive about the ethical/environmental emphasis.