This report contains findings from a qualitative study interviewing a range of New Zealanders about their experience with ethical* investments. It covers the underlying factors that drive people toward considering an ethical investment (KiwiSaver or managed fund) and their experiences of navigating the different providers and products on offer. It also provides detail on specific triggers and difficulties during people’s journey toward buying ethical investments. It covers the types of information people find most useful, challenges facing potential ethical investors, and factors providers should consider to improve people’s experience. Ethical Investment Journey Research - July 2022.