GSG Impact JAPAN National Partner is pleased to announce the results of “Report on the Consumer Survey on Impact Investing in Japan 2025” produced and authored by Social Innovation and Investment Foundation (SIIF) and overseen by GSG Impact JAPAN. This is the seventh annual survey of impact investing attitudes among general consumers in Japan conducted by SIIF, the secretariat of GSG Impact JAPAN National Partner. This year’s survey includes new questions of “financial literacy education” and “personality” to provide multifaceted analyses of consumer behaviors and attitudes toward impact investing.

 
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1. １．50.4% of respondents were identified as having investment experience.
2. The proportion of consumers with investment experience stood at 50.4%, largely unchanged from the previous year (51.2%).
   The upward effect on investment experience rate driven by the introduction of the NISA appears to have leveled off.
   (Trends: 50.4% in 2025←51.2% in 2024 ← 46.0% in 2022 ← 47.6% in 2021 ← 45.2% in 2020 ← 44.8% in 2019)
4. ２．Awareness of impact investing reached an all-time high of 8.8%.
5. Among investors in their 20s and 30s, awareness is relatively high at approximately 30%, consistent with trends observed in past surveys.
   (Trend: 8.8% in 2025 ←7.7% in 2024 ← 7.1% in 2022 ← 6.6% in 2021 ← 6.1% in 2020 ← 6.8% in 2019)
7. ３．Interest in engaging in impact investing increased by three percentage points year on year to 19.4%.
8. This figure had been on a downward trend since the survey’s launch in 2019; however, in 2025 it reversed course and rose by three points, marking the second-highest level on record.
   (Trends: 19.4% in 2025 ← 16.4% in 2024 ← 17.7% in 2022 ← 17.2% in 2021 ← 19.1% in 2020 ← 20.7% in 2019.)
14. 4. Themes of social issues of interest to respondents who are interested in impact investing:
15. Renewable energy, companies leveraging advanced technologies to address social issues, environmental conservation, sustainable agriculture, High-quality medical and nursing care services.
21. 5. Consumers with strong ethical consumption awareness also demonstrate high interest in impact investing.
22. Compared with the national average of 19.4%, 41.0% of respondents in the high ethical-consumption-awareness cluster expressed interest in engaging in impact investing. This cluster also places importance on a company’s commitment to addressing social issues when selecting potential employers.

1. 6. The rate of participation in financial literacy education remains at a nascent stage, at 8.0%.
2. For both men and women, participation is highest among those in their 20s. Since financial literacy education has been incorporated as a compulsory component of the school curriculum from elementary through high school in Japan beginning in FY2022, participation rates are expected to increase in the future.

The "Report on the Consumer Survey on Impact Investing " has now been distributed by the Social Innovation and Investment Foundation (SIIF), which serves as the secretariat for GSG Impact JAPAN, and your feedbacks and comments will be highly appreciated.

Social Innovation and Investment Foundation (SIIF)
 https://www.siif.or.jp/en/information/87598/

Report on the Consumer Survey on Impact Investing
https://www.siif.or.jp/wordpress/wp-content/uploads/2026/02/English-Consumer_Survey_on_Impact_Investing_2025Final.pdf