Money Can’t Buy Our Love

Report by Greenpeace and Banking on a Better Future

The report Money can’t buy our love: Fossil Fuels, Climate-concerned Youth and Reputational Risk in Canadian Banking details how Canadian banks target youth through their corporate sponsorship and charitable programs, such as RBC’s $500M Future Launch program. Banks use strategic philanthropy as a marketing strategy to cultivate brand loyalty at an early age, by sponsoring sports events, cultural institutions and educational programming - all positioned to improve well being.

But Canadian banks’ continued funding of fossil fuels undercuts their attempts to attract youth as customers, according to the new report. Reputational risk is greatest amongst youth, a key demographic targeted by banks’ investments in charities and sponsorships but who are also the most concerned about climate change.

Image of the title page of the Money can't buy our love report. 4 people stand and look out over a city against a red sky red with smoke.