By Tea Nicola

(Sponsor Content)

“Do the right thing.” That’s the new corporate motto for Alphabet, Google’s parent company, putting a more proactive spin on Google’s “Don’t be evil.” (Interestingly, as of this month, Google has eliminated the phrase from its corporate code of conduct).

On the one hand, Google’s change in mantra from “don’t be evil” to “do the right thing” is a perfect example showing we do not want to just avoid the worst, but elevate and encourage the best.

But what does the new motto mean, exactly? That motto, and that overly simplistic approach, is also what’s tripping up investors when it comes to Socially Responsible Investing (SRI).

SRI can be a great thing for investors. According to a Deutsche Bank study of more than a decade’s worth of data, ethical funds perform very well, indeed. That performance-plus-values formula explains why assets in Canada managed using one or more responsible investing strategies adds up to $1.5 trillion.

While the Responsible Investment Association noted individual investors’ responsible investment assets were up 91% in two years, a large chunk of that $1.5 trillion comes from institutional investors. That’s a good sign that the smart money is definitely aligned with fighting climate change, promoting human rights and admirable causes.

That enthusiasm is only likely to grow, assuming the younger generation keeps up their habits. Millennials are twice as likely as baby boomers to pick investments if they help solve social or environmental problems, according to a recent Ipsos survey cited in Business in Vancouver. The same report noted “about 38% of the US$5 trillion global public equity market is subject to some level of investment “screening.”

Demand is there. But for SRI, the devil is in the details.

Green oil companies, dark tech firms and shades of grey in SRI

What does SRI boil down to for a lot of investors and portfolio managers? Guns and tobacco, bad. Organic food retailers, good. Dirty, fossil-fuel-extracting drillers, bad. Silicon Valley tech companies, good. And on and on it goes.

There’s nothing wrong with trying to create simple investment categories. That’s particularly true for retail investors. Realistically, they might want to devote the bare minimum of time examining the holdings of various portfolios.

Nothing wrong with the intent, anyway. But execution is tricky.

Clean, green oil?

For instance, those giant fossil fuelled energy dinosaurs like Exxon and Shell? This sector has spent billions on cleantech. It’s in their interest to go lean and green, making their operations ever-more-efficient. Certainly, US and Canadian energy companies have stakeholders demanding higher standards, compared with Mideast producers. When Big Oil is also Clean(er) Oil isn’t it a bit perverse for ethical investors to stay away?

And of course, if the whole purpose of investing is to get a good return, that decision to turn away from this sector would seem downright irresponsible when oil is on a tear. Yes, green energy is the future … but investors want returns now, not just 10 or 20 years from now.

Socially responsible investors often risk unintended consequences. Another kind of oil (not the kind you put in your car), palm oil, went big a few years back. It was seen as a kind of superfood and made its way into a bevy of edible and beauty products. It was a clean, organic product … and then people realized that its cultivation was actually harmful to rainforests that got cleared for palm oil production.

Don’t be evil (or just kind-of-evil) … wink, wink, Facebook, Apple, etc.

The much-celebrated FAANG stocks represent the profitable innovation of Silicon Valley (Facebook, Amazon, Apple, Netflix, Google). Their leaders are seen as visionaries. The legions of smart people who work for these firms have created products that add immeasurably to the convenience and comfort of modern living. Their gleaming campus-sized, solar-powered, people-friendly office spaces are surely the opposite of the “satanic mills” of the coal-powered, mutilating sweatshops of the industrial era. Until quite recently (and coming soon once more), they were the stars of investor portfolios. Continue Reading…