Objective 1. Based on the methodological experiences from the experiments on retail preferences with large pension funds in the Netherlands and UK, LEVEL EEI developed scientifically tested surveys to reduce stated preference biases to a maximum. Over 15k data points on environmental investment objectives of end-users in 14 European members states were collected. This database represents one of the largest existing open-source databases on environmental preferences of retail investors worldwide and increased the level of acceptance by the industry and policymakers to address the overwhelming demand for impactful EEI/SEI products. This evidence have already triggered the necessary changes in the product offering, product distribution and regulatory framework necessary to exponentially increase the level of investments in EEI/SEI products by European retail investors.
Objective 2. LEVEL EEI has created a database with around 900 financial products (including public funds, equity funds, deposits and crowdfunding) with a focus on EEI/SEI. LEVEL EEI has identified ten mainstream environmental products and analyzed their real-world impact potential. LEVEL has proved that current mainstream environmental investment products and their marketing materials do not meet European end users’ demand and impact expectations. LEVEL EEI has revealed a significant market demand for environmental products with strong positive impact potential on EEI and SEI in the real economy and evidence-based marketing materials. LEVEL EEI has shown a multi-trillion Euro market gap between current supply and demand for environmental products with high impact potential on EEI and SEI which will drive institutional investors to exponentially increase the supply for these instruments on primary and secondary markets.
Objective 3. Through advocacy work, LEVEL EEI has contributed to the development and amendment of legal files to increase the deployment and distribution of EEI/SEI products which satisfy the end users demand and expectations. By developing impact management guidelines and principles of responsible environmental marketing together with industry stakeholders, this project has ensured that market standards and regulatory adaptation becomes increasingly harmonized. Harmonization between regulation and market practices on environmental impact management and communication will eventually ensure that the growing number of EE/SE-related instruments will actually contribute to additional investments in EE and SE in the real economy and minimize the risk of misleading marketing and greenwashing.
Objective 4. myfairmoney.eu a unique European online product database including environmental secondary market fund products and primary market products available for retail investors across Europe, was launched and promoted across Europe. The non-commercial and independent product database was made available for financial advisors across Europe to find products which are suitable for the sustainability preferences of their clients. Standards for an Impact Potential Assessment Framework (IPAF) as well as best practice guidelines to assess client sustainability preferences and motivations and to formulate non-misleading environmental impact claims were integrated in the platform. They will definitively trigger the growth of EE/SE-related instruments, products and strategies and maximize additional investments in EE and SE.
