The Power of the Purse / The Power of the Portfolio – Looking At Consumers and Investors in the United States of America

by Hank Boerner – Chair & Chief Strategist – G&A Institute

Facts:  The U.S. has the largest consumer market in the world (estimated spending is at US$12.5 trillion, or 26 percent of the global total consumer marketplace, and three times the size of the #2 consumer market, China).  “Personal” consumption accounts for 70% of US GDP.

Facts:  The US has the world’s largest investment base — for domestic bonds, that is $40 trillion of the $100 trillion worldwide bond market, and $20 trillion for domestic equities, roughly one-third of the $64 trillion entire global equities market.

Question: Imagine if the consumers and investors (of course, with much overlap here) in this nation of 331 million (third largest population in the world behind China and India) enthusiastically “dived into what living more sustainability means”.

Answer: It is happening, of course, from the American grassroots to grasstops — even if the President of the United States is withdrawing the nation from the historic Paris Agreement on Climate Change and denying the impacts of global warming et al. 

Our Top Story for you this week is from CNBC (NBC-TV Network), with commentary from Alicia Adamczyk about a new series to be telecast: “CNBC Make It”, examining different facets of consumerism and finance and how these related to climate change and sustainability. (CNBC carries investing and market news throughout the day and has popular program hosts through the day and evening. The original name: Consumer News and Business Channel.)

The series can reach a quarter million viewers and more on CNBC in prime time and content is especially geared to younger age cohorts. Every day, volumes of content are shared on the CNBC web platform.  As the editors say — Influencing tomorrow’s leaders! Who will be among the most influential consumers and investors in the USA. 

Why is this media effort important?  Consider: A 2019 survey told that us 72 per cent of Americans now say global warming is a personally important issue.  And 44% support a carbon tax, according to another survey.

State and local governments (especially New York State and City and California) have been launching comprehensive sustainability initiatives. Plastic bags for taking shopping items home are going the way of the extinct Dodo bird in New York State, for example.

On the investing front, 85% of individual investors in the USA and 95% of the Millennials expressed interest in “impact investing” and making their portfolios more sustainable (source: Morgan Stanley Institute for Sustainable Investing).

A doff of the cap to CNBC editors for their informational and educational efforts to help advance personal and institutional sustainability and sustainable investing.  You can learn more about their work at the link in our Top Story (there are links on the CNBC web platform to interesting sustainability topics).

And a short note on the future: This Coronavirus Crisis will pass and the world will get back to work. Investors and consumers will be looking at what companies are doing during and after the crisis to demonstrate their corporate citizenship. We may have an interruption in the trend, but the sustainability journey continues.

Top Story

More and more Americans want to live more sustainably—we’re diving into what that means
Source: CNBC – Over the past few years, sustainability has become one of the biggest buzzwords in personal finance, with consumers rethinking exactly where and how they spend their money.

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