The Association of Investment Companies is preparing to launch a new campaign aimed at increasing awareness of investment trusts among millennials and Generation Z investors, as the sector looks to address low levels of engagement from younger audiences.
Set to launch in January 2027, the initiative will target investors aged 25 to 44 and focus on driving greater awareness, curiosity and consideration of investment trusts among a generation increasingly turning to investment products such as ETFs and cryptocurrencies.
According to the AIC, one of the key challenges facing the sector is not the visibility of investment trust content itself, but the fact that many younger investors are not actively searching for information about investment trusts in the first place.
Annabel Brodie-Smith, Communications Director at the AIC, said: “We can’t wait to get the investment trust message out to the next generation of investors. Investment trusts offer many opportunities and benefits to those who are new to these investments.”
“We are looking forward to collaborating with our member companies and the wider industry to maximise the campaign’s impact.”
The campaign will seek to position investment trusts within the investment journeys of younger consumers by increasing awareness and encouraging further research and engagement.
The campaign comes as investment firms continue to explore new ways of connecting with younger investors, who increasingly discover and research financial products through digital channels, search engines and AI-powered tools.
Work on the initiative is already underway ahead of its planned launch next year.