The campaign shifts the perspective at a time when climate change, inequality, pollution and conflicts make people feel that they have little influence. Triodos Bank consciously chooses a light, human and recognisable tone to make it clear that your choice of bank makes a difference.
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Head of Brand & Identity Sanne van Keulen of Triodos Bank: "Many people don't realise that their bank plays a decisive role in what happens to their money. Choosing your bank is an impactful decision. So switching banks is not an administrative task, but a choice for a more just financial system. We invite people to join a growing movement that shows that money is not neutral, but a form of influence. With this campaign, we want to encourage people to use that influence."
The new brand campaign is being launched in the Netherlands, Belgium, Spain and the United Kingdom.
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Savers expect banks to be transparent about how their savings are used
In the Netherlands, Triodos Bank also conducted a survey among 1,078 savers to gain insight into the knowledge and wishes of Dutch savers regarding the use of their savings by banks, and their willingness to switch banks if they don’t agree with where their savings are being lent out to. The results were published today.
A large majority (86%) of Dutch savers say they have no insight into where their savings are being invested. Two-thirds of savers say they are never actively informed by their bank about the use of their savings. Nevertheless, savers attach great importance to transparency: 68% consider it (very) important to know which projects and companies their savings are going to.
Arms industry biggest no-go for savers
The sectors most frequently cited by savers as ones in which their bank should not (or should no longer) invest their savings are the gambling industry (63%), the adult entertainment industry (55%), the arms industry (48%) and fast fashion (43%). When savers are asked to identify just one sector as the most important, the arms industry is most frequently cited as the sector to which their savings should not contribute.
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Mandatory transparency regarding negative impacts
Fewer than half of savers are actually prepared to take action on this: 45% say they would switch banks or consider doing so if their bank invests in sectors they do not wish to support. A clear majority (65%) believe that banks should be obliged to report the negative consequences of their financing, such as pollution or human rights violations.
A striking paradox
Daniël Köhler, managing director at Triodos Bank the Netherlands: “The survey reveals a striking paradox: although many savers consider responsible banking important, a much smaller group appears willing to take action on this. This gap between intention and action highlights a crucial challenge, namely that people do not yet see their choice of bank as a way to influence the world of tomorrow. Triodos Bank sees this as a reason to draw attention to the fact that choosing a bank is an impactful decision that you can make yourself. It doesn’t have to be your current account straight away. Opening a savings account is already a powerful, accessible first step.”
At the start of this year, according to a DNB dashboard, Dutch households held €535.8 billion in savings with banks in the Netherlands.