New research from Ashridge Business School, sponsored by Co-operative Financial Services and supported by Forum for the Future explores the UK consumer market for ethical financial products. Focussing on the products most of us buy: bank accounts, mortgages, home and motor insurance, personal loans, personal pensions and credit cards, the research explores consumers’ attitudes to ethical financial products and examines what mainstream ethical financial products might look like.

The research for the project included a survey of almost 3,000 consumers to understand their attitudes towards these products. The research found that, in between the determinedly uninterested and the very small numbers who have already purchased "ethical" financial products, there is a core of customers (27% of UK adults) who could be described as the "ethically-minded mainstream". This group is concerned about the cost but equally concerned about ensuring that the product does actually make a difference in some way.

The research shows a high level of awareness of social and environmental challenges but a scepticism about the role of the financial sector in helping to address them. Consumers' reliance on trusted brands comes through strongly, as does the need for consumers to feel a personal connection with the positive social and environmental change associated with the financial products they buy.

Download now: Beyond the Niche: bringing ethical financial products to your high street