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· Posted on
September 17, 2026

Why yesterday's market favourite isn't always tomorrow's winner

Think you're globally diversified? If you own a global index fund, you could already be making a huge bet on the US market.

What's the key learning?

In partnership with Schroders:

Remember when DVDs were king?

A Video Ezy sat on practically every corner, and burning your mate a copy of a movie felt like cutting-edge tech.

Now DVDs are basically vintage, Netflix and Amazon Prime run the show while video stores live on as nostalgic TikToks.

Looking back, that shift feels obvious, but if you were standing in the DVD aisle at its peak, betting on its downfall would've sounded ridiculous.

Investing works the same way: the thing that looks unbeatable right now might not stay that way forever.

Why your portfolio is probably more "US" than you think

Some of the biggest companies in the US are now worth more than the entire share markets of countries like the UK or Japan.

That scale has a flow-on effect, because "global" share indexes have quietly become US-heavy.

As of April 2026, around 70% of the MSCI World Index sat in US companies alone, which means if you own a "global" index fund, there's a good chance you're way more exposed to the US than the name suggests.

After a decade of strong US returns, that might sound like a win, but bigger doesn't automatically mean better going forward.

What 35 years of data actually shows

Zoom out far enough and the picture gets a lot more interesting.

A heatmap of annual returns across major share markets over the past 35 years shows just how much the leaderboard shuffles year to year.

The US has topped the charts as the best-performing major share market in 12 of those years (impressive), but it's also finished last seven times. Now in 2026, it's sitting at the bottom of the rankings (as of April 2026).

The point is, markets move in cycles and today's star can easily become tomorrow's straggler.

The problem with chasing yesterday's winner

The US isn't a permanent fixture at the top. Wind the clock back and emerging markets have had their winning moments. Go back even further and Japan was the market dominating throughout the 1980s.

This is where diversification means more than just "owning lots of shares."

When one market outperforms for long enough, it naturally takes up a bigger slice of global indexes, so without doing anything, investors can end up making an increasingly large bet that yesterday's winner keeps winning.

History suggests that's a risky assumption.

What does diversification actually look like?

Rather than backing one country because it's had a great run, a genuinely diversified portfolio spreads its investments across markets where future opportunities might show up.

Nobody can call the next market to outperform, but history is pretty clear that it probably won't be the same one forever.

One example of this approach is Schroders' CORE Global Equity strategy, which looks past the headline-grabbing markets and invests across a broad universe of global companies.

Diversification here is actively managed at the stock, sector and regional level - one way of avoiding overexposure to whichever market happened to win last decade. But like any equity investment, it carries risk - capital gains and returns aren't guaranteed.

At the end of the day, no one has a crystal ball for markets, and that's exactly the point. Building a portfolio that isn't overly reliant on one country's continued dominance isn't about predicting the future, it's about being prepared for whichever future actually shows up.

This article was produced in partnership with Schroders. Before making any investment decision, you should consider seeking independent professional advice and read the relevant Product Disclosure Statement at schroders.com.au.

Flux Disclaimer

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Schroders Disclaimer

This document is issued by Schroder Investment Management Australia Limited (ABN 22 000 443 274, AFSL 226473) (Schroders).

This document does not contain and should not be taken as containing any financial product advice or financial product recommendations. This document does not take into consideration any recipient’s objectives, financial situation or needs. Before making any decision relating to a Schroders fund, you should obtain and read a copy of the product disclosure statement available at www.schroders.com.au or other relevant disclosure document for that fund and consider the appropriateness of the fund to your objectives, financial situation and needs. You should also refer to the target market determination for the fund at www.schroders.com.au. All investments carry risk, and the repayment of capital and performance in any of the funds named in this document are not guaranteed by Schroders or any company in the Schroders Group.

The material contained in this document is not intended to provide, and should not be relied on for accounting, legal or tax advice. Schroders does not give any warranty as to the accuracy, reliability or completeness of information which is contained in this document. To the maximum extent permitted by law, Schroders, every company in the Schroders plc group, and their respective directors, officers, employees, consultants and agents exclude all liability (however arising) for any direct or indirect loss or damage that may be suffered by the recipient or any other person in connectionwith this document.

Opinions, estimates and projections contained in this document reflect the opinions of the authors as at the date of this document and are subject to change without notice. “Forward-looking” information, such as forecasts or projections, are not guarantees of any future performance and there is no assurance that any forecast or projection will be realised. Past performance is not a reliable indicator of future performance. All references to securities, sectors, regions and/or countries are made for illustrative purposes only and are not to be construed as recommendations to buy, sell or hold

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