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SRI is now well established among financial professionals (fund managers or institutional investors), where it has met with widespread success. However, it is struggling to generate the same enthusiasm among the general public, apart from a few individuals with a very specific profile. In this article, we try to understand the reluctance of savers and propose two possible explanations: the first relates to the public’s distrust of banks and financial markets in general; the second is linked to the way in which professionals communicate about SRI, praising its financial performance or resilience and generally refraining from committing themselves to non-financial aspects.