"As soon as people see green and sustainable, they get nervous. They immediately think there will be a trade off"
I was delighted to chat to Tom Mason from Shoal and Marten Moller from Algbra about a savings proposition that supports a global portfolio of sustainable projects. .
Our conversation focuses on consumer perceptions of products with green credentials and how this sometimes leads to questions about the credibility and quality they provide.
It’s fascinating to hear from them both about what their consumer research told them about what customers understood about where their current savings go, what they really wanted from a sustainable finance product, and how it shaped the product itself, the marketing and brand.
Shoal has big ambitions to change the way people think about their savings and how they can be aligned with their values. And to instigate a virtuous race, where banks are competing not just on interest rates, but on what is being funded and the impact those funds are creating.
I hope you enjoy it, and as always we’d love to hear what you think so please do connect and/or drop me a line with any questions or thoughts.