The problem advisors face, then, is less about jeopardizing returns and more about jeopardizing the client relationship by dismissing their genuine beliefs and ambitions in life.

The only way to bridge client values and investments is to truly understand what they hold dear. This goes beyond the traditional financial planning discussions about lifestyle, retirement and savings strategy; advisors must expand their comfort zone to truly learn about their clients’ values.

There are three building blocks that advisors can use to make sustainable investing a part of their client relationships—and a part of their brand.

1. Build A Unique And Honest Message

Every advisor hopes to be one of the first calls their clients make when a major life change occurs or when they find an opportunity to pursue. Getting to that stage requires trust and alignment, and the way advisors engage with both clients and the world at large is the first step to opening that door.

Incorporating an awareness of client values into an advisory firm’s overall message goes a long way to starting the conversation. This does not require a flashing headline on the website; on the contrary, the art is to subtly work the idea of sustainable investing into the way an advisor presents their firm. With this foundation laid, questions about client passions become part of the equation: are they concerned about local land preservation? Mitigating climate change? Advances in health care?

Information can be gathered in person (preferable) or through client forms. State Street’s recently launched Values Discovery Tool is a strong example of where the discussion is heading, but is just one of many initiatives designed to help investors clarify their overall goals.

2. Make Values Another Client Touchpoint

There’s a common anxiety that by raising the “values conversation,” advisors risk a backlash from conservative investors. The reality is that when the idea is raised as an optional part of the process, it really is no different than asking about plans for children’s education, the vision for retirement, or charitable giving targets.

One advisory firm noted to our team that their leadership felt passionately about socially responsible investing, but very few clients were engaged. With no desire to upset the client balance, we suggested sending an email to their database that simply invited interested clients to explore the idea of aligning a percentage of their portfolios with their values. The result? No negative feedback, and immediate inquiries from more than a dozen clients about how they might proceed.