Green offerings are a business opportunity for financial institutions, not a concession Likewise, interested consumers were not limited to the top end of the market-for instance, the balance size of savings accounts was roughly the same among consumers interested in green savings accounts as it was among those who weren’t interested in the accounts (Exhibit 3).Ģ. 1 “Nation’s urban and rural populations shift following 2020 Census,” US Census Bureau, March 10, 2023. For example, 24 percent of these interested customers live in rural areas, which is roughly equal to the share of the total US population living in rural areas, according to the US Census Bureau (Exhibit 2). The segment of interested consumers went well beyond high-earning city dwellers-in fact, consumer interest is not highly correlated with geography or income. Interested respondents are consumers who report interest in a climate-linked financial product.
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