The Human Behavior Strategy focuses on identifying companies that derive a significant portion of their revenue from direct sales to U.S. consumers, addressing various levels of human needs. By targeting these companies, we aim to leverage their potential for capturing upside gains while managing downside risks, thereby addressing investor concerns about volatility.
Portfolio Focus
This strategy includes companies with robust fundamentals and relatively low volatility, providing a balance of stability during economic downturns and profitability during growth periods. To maintain focus on consumer-driven businesses, we exclude highly sensitive sectors such as materials and energy, as well as industrials that lack direct consumer interaction.
What We Consider
Our portfolio is built around mapping Personal Consumption Expenditure (PCE) to Maslow’s hierarchy of needs, offering insights into consumer spending behavior. PCE, as a key measure of consumer activity, helps us track how and where U.S. consumers are directing their spending, adapting to shifts over time. This approach enables us to understand and capture trends in consumer psychology while also considering investor concerns.
The trust is structured as a Regulated Investment Company (RIC).
Industry Breakdown
As of 10/10/2022 and may vary thereafter.