Problem Ethical Investor is a start-up focused on analysis and reporting of the ethics of listed stocks. How can we grab Gen YBother / Gen ZZZZleepy’s attention and disrupt investment with ethics?

Solution App expanded out into reports, email and videos.

Success Investment raised and breakeven brought in two years. Service and product design with slate for next two years.

Methodology We started with journey based deep dives into user profiles and journeys. Interviews, and focus groups. Overwhelmingly, the trend was there for people, especially people under 28, to care about the ethics of the companies they invest in. We discovered that ethics are a very personal thing, one person was opposed to mining, where another wasn’t.

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