Aegon carries out annual research with around 10,000 UK residents to canvas opinion of "real world" views in society.
The latest study has given an insight into the growing importance of sustainable and responsible investment.
Tim Orton, managing director of investment solutions at Aegon, said:
"We found that 72% are concerned about environmental issues, 61% worry about equality, and 65% have concerns about poor corporate governance. So ESG (environmental, social and governance) issues are a concern for the majority.
"But while 80% recycle and 47% avoid single-use plastics, only 9% think of their pension as a way to support a more sustainable and inclusive society."
The research also revealed a mismatch between people's intent to invest sustainably and their actual investment choices.
A third believe they should invest half or more of their savings sustainably, whereas in reality only 13% did.
Half didn't know if their savings were invested sustainably, suggesting a lack of engagement with their investments.
Mr Orton said a common misconception is that investing responsibly is primarily for the younger generations.
He added:
"Our research shows that the intent to invest sustainably is broadly consistent across the age groups, with pre-retirees (55-64-year-olds) equal or slightly ahead of the younger age groups.
"However, pre-retirees also have the largest gap between intent and actual savings, revealing a potentially large pool of assets to transition. The research also showed that males were more likely to invest sustainably than females, with 35% of males believing 50% or more should be invested sustainably, versus only 28% of females.
"Our research also shows wealth is an indicator of support for sustainable investing. Higher earners are more likely to invest sustainably than lower earners. There are also some big regional differences, with nearly twice as many Londoners as those in the north-east of England investing savings in sustainable funds.
"Where things get really interesting is when we look closer at the group who do invest sustainably. For example, 55% feel 'joy or gratification' from investing sustainably, and 62% feel a sense of 'purpose' - a feeling that they're contributing to something meaningful, in doing so.
"Taken as a whole, this would suggest that those who are financially well are more likely to invest sustainably and investing sustainably then reinforces their financial wellbeing."
Mr Orton said it also emerged that 55% of people aren't aware of or don't understand responsible investment, sustainable investment or ESG investing.
He went on:
"The industry clearly needs to do more to educate investors so they can make informed decisions.
"In addition, 35% are happy to accept a lower return from sustainable investments. While this indicates a strong conviction amongst those investors, it highlights a commonly-held belief that you must sacrifice returns to invest in line with your convictions. As the relatively new kid on the block, sustainable investments have lacked the track record, until recently, to challenge that perception.
"While past performance is not a reliable indicator of past performance, the industry must make greater efforts to share its conviction with investors that sustainable investing leads to better risk management and can produce stronger long-term returns ─ albeit with no guarantees.
"Communication is paramount to narrowing the gap between investors' clear desire to behave responsibly and their lack of knowledge about the role their savings can have in achieving this.
"By raising awareness and providing choices that match the causes customers care about, investing can become as much a part of someone's decision-making as recycling or reduced energy consumption.
"Providers can help by bringing investments to life, with jargon-free education and information, illustrative examples and case studies. However, communications must be able to substantiate claims to avoid potential greenwashing."
Based on tax legislation at the time of publication. Please be aware that there will have been changes since this was published. Speak to your adviser for the most up to date information.
