Personal Finance: Ecology Society Thriving through Green Philosophy

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Surveys have become a way of life for the personal finance industry.

Many do little more than highlight an organisation's name, but some provide genuine insights.

The most intriguing to appear for a long time came this week from one of Britain's smallest building societies.

Keighley-based Ecology questioned its 6,000 savers and 600-plus borrowers about their beliefs.

The response was a staggering 33 per cent, many times the level that any organisation could hope to achieve, even if they offered gifts for completed questionnaires.

It was no surprise to discover that the overwhelming majority regarded themselves as both ethical and green, …