This will drive increased demand for financial products like social bonds. Pension funds and institutions have already been adapting to this new reality. The number of institutions signed up to the UN's Principles for Responsible Investment (PRI), for example, has more than doubled during the last decade, to around 2,400. PRI signatories now control some US$86 trillion of capital between them and the numbers continue to grow. In its most recent annual report, the PRI reported more than a 20% increase in the number of signatories over the 2018/2019 financial year, the greatest growth in the PRI signatory base since 2010/2011.