An increasing number of clients of financial institutions invest in a responsible manner. Yet, at present, little is understood on how clients of these financial institutions perceive different impact measures and what type of impact they desire to make. This is important when deciding which impact to measure and what measures appeal to clients most. This project aims to provide an improved understanding of how clients of financial institutions respond to different impact measures and their reasoning behind allocation of capital to different impact objectives. Surveys and experiments will focus on impact measures and capital allocation across the following SDGs: no poverty (SDG 1), healthy lives and well-being (SDG 3), affordable and clean energy (SDG 7), decent work and economic growth (SDG 8), and climate action (SDG 13). Additionally, we will also explore how clients evaluate and rank biodiversity (SDGs 14 and 15) relative to other SDGS and financial outcomes. The project thereby will contribute above and beyond the internal client studies which have been conducted in the past by a.s.r. in cooperation with Motivaction.