International Youth Day 2025

Do youth preferences deserve a seat at the table or better yet, on the portfolio?

Across the UK, younger pension holders are calling for something different.

According to Legal & General Investment Management (2023), 89% of Gen Z savers said they would have wanted a say in how their pension was invested if they’d understood its long-term impact. And 83% said they’d accept higher fees to ensure their investments aligned with net-zero targets.

This isn’t simply a communication gap. It’s a data gap.

Most pension schemes still rely on broad assumptions or legacy models to guide what’s offered to members. Preferences are either collected in static, narrow surveys or not collected at all.

That’s where Cameron comes in.

Cameron uses open-source intelligence to surface real-time signals about what pension members, especially younger ones actually value in the world around them.

Public sentiment, stakeholder pressure, issue visibility: we track these signals to help schemes move beyond assumptions and engage with live expectations.

While CSRD doesn’t apply to pensions directly, it’s shaping the data landscape that funds operate within. Asset managers, insurers, and listed corporations are now under pressure to show which sustainability issues are financially and impactfully material.

Pensions, as allocators of capital, sit inside that system whether they realise it yet or not.

On International Youth Day, the call is often for inclusion. But we’d argue that inclusion means listening before decisions are made, not after.

Because the next generation isn’t just asking for change. They’re signalling what it should look like.