The Towards Sustainability Initiative wants to help all types of retail and institutional investors looking for more sustainable savings and investment solutions. Also, it wants to encourage financial institutions to offer a diverse and qualitative range of sustainable products.

The quality standard aspires to increase the level of socially responsible and sustainable financial products, and to mainstream its principles towards traditional financial products.

The label aims to instil trust and reassure potential investors that the financial product is managed with sustainability in mind and is not exposed to very unsustainable practices, without requiring of investors to do a detailed analysis themselves. However, transparency on all elements needed for such an analysis should be present.

Independent supervision by the Central Labelling Agency (CLA) protects the integrity of the quality standard and the label, and will manage their continuing development.