Our mission

We are a mission-led firm. Our mission is to ensure that sustainable investing drives the transformative change required for a net zero, prosperous, equitable, healthy and safe society. Our mission includes three aims:

1. To deliver superior investment performance*

by consistently taking a long-term view and fully integrating sustainability research within a rigorous framework of traditional financial analysis. Delivering outstanding investment results will also achieve our goal of proving the business case for Sustainable Capitalism.

2. To create long-term client partnerships

by delivering differentiated investment insight and exceptional client service.

3. To attract, retain and develop the best professionals

within a passionate investment culture and with whom we share a commitment to our values.

* Generation seeks to deliver superior performance, but there can be no guarantee this goal will be achieved.

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Defining Decade

We believe the next decade will be the most important of our lives. We believe the time for talk about climate and social action has passed. Instead, we will all be judged by our actions.

Collectively, we have established five clear societal objectives to help achieve by 2025:

Societal Objectives

Carbon prices

A global price on carbon

An inclusive transition

A just and inclusive transition, ensuring workers are empowered through receipt of a living wage

Net zero

Commitments by all asset managers, asset owners, insurance companies and banks to a 2050 or sooner net zero target with robust portfolio alignment reporting


Deforestation free supply chains

Capital allocation frameworks

Capital allocation frameworks to measure risk, return and impact adopted as best practice