“I hear you, but the reason this [the perceived marketing problem] keeps coming up is because people keep coming up with a new thing,” Kirshman replied. “Impact investing just came up five years ago, but it’s popular and it has hit a chord with people. The point isn’t to call it something specific. It’s definitely not just an asset class; it’s a lens from which you look at the whole portfolio.”
In other words, investors interested in this space should be juiced by the overall concept and its potential, and not get hung up on the nomenclature.