Gen Z investors are rewriting the rules of wealth-building. A full 70% now prioritise ethics and impact over profit alone, according to Bank of America.
For investors, fintech platforms, and asset managers, this shift signals a growing demand for investments that align with social, environmental, and cultural values.
For Gen Z, born between 1997 and 2012, traditional investment methods that focus only on profit are becoming less common. Instead, several Gen Z investors are choosing to invest with a purpose. What does this mean for the future of investing, and how are young investors turning values into investment strategy?
The Rise of Purposeful Investing
Purposeful investing centres on selecting assets that offer both potential returns and a positive impact: whether on society, the environment, or aligned personal beliefs. Increasingly, young investors are looking beyond short-term profits to assets that support a more holistic view of wealth.
Known for their social awareness and digital fluency, Gen Z is leading this transformation. Research from US Bank shows that 65% of Gen Z investors actively seek investments connected to causes they care about. That includes sustainability, ethical governance, and cultural identity.
This trend represents more than just a change in priorities. It signals a redefinition of what success in investing looks like. The values-led approach indicates a future in which financial performance coexists with meaningful, purpose-driven impact.
What’s Driving Gen Z’s Investment Values
Several core factors are shaping Gen Z’s investment habits.
First is a heightened awareness of Environmental, Social, and Governance (ESG) issues. Raised amid climate crises, global activism, and economic inequality, Gen Z tends to favour companies and assets that align with their ethical stance.
Second is technology. Gen Z has access to a wide array of investment platforms, tools, and information. This digital fluency enables them to research, compare, and act on opportunities that support their beliefs, whether that means favouring B-Corps, tracking ESG scores, or exploring unconventional assets.
Social media also plays a role. Financial influencers and online communities provide exposure to niche investment strategies, including sustainable portfolios and tangible assets with personal significance.
Why Whisky Casks Are Gaining Gen Z Attention
Whisky cask investments are emerging as an alternative asset class that combines tangible value, cultural resonance, and long-term growth. For younger investors, whisky offers more than just financial appeal. It represents heritage, scarcity, and a physical asset that stands apart from the volatility of digital markets.
The UK whisky market is thriving. Scotch whisky exports hit a record £6.2 billion in 2023, driven by global demand and whisky’s growing status as a collectible luxury item. Casks, in particular, are attracting attention for their potential to appreciate over time while also offering a connection to tradition and craft.
According to Data from Great Drams, 56% of all cask purchases were made by clients aged 18 to 44. Among these, 52% are taking a medium-term view of five to ten years. This suggests that many younger investors are approaching whisky casks with strategy and patience.
Gen Z increasingly sees emotional and financial value as interconnected.
Long-Term Growth and Accessible Exits
One major advantage of investing in whisky casks is their potential for long-term growth. Whisky barrels can double in value in 5 to 10 years, depending on the distillery and the ageing process. For many Gen Z investors, whisky represents a rare blend of cultural meaning and financial growth.
According to London Cask Traders, “Clients can often sell out of their investment within a matter of days, thanks to structured routes like auctions, broker networks, and buy-backs. But they also caution that investing in cask whisky should never be considered as overnight profit‑making.”
What makes whisky casks unique is their balance between steady growth and the possibility of satisfactory exits. For Gen Z investors, whisky casks offer more than just quick profits; they represent something culturally and personally meaningful. This could include connections to Scotland’s history, the enjoyment of owning a distinctive bottle, or the potential for long-term investment. Whisky casks align with the values of younger investors who want investments that matter beyond just financial gains.
Conclusion: A Generation Redefining Returns
Purposeful investing is more than a trend. It is a generational realignment of priorities. Gen Z investors are looking for strategies that support both their financial future and their personal values.
Whisky casks offer a compelling case study in how alternative assets can meet this need, providing cultural significance, long-term returns, and a sense of ownership that resonates.
As this movement continues, we can expect Gen Z to reshape the investment landscape by seeking assets that reflect their ideals, offer meaningful engagement, and deliver returns that go beyond the balance sheet.
Read more:
Rise of Purposeful Investing: 70% Gen Z Prioritise Values Over Profits