Asset managers dedicate 2% of APAC advertising to ESG

Only seven out of 91 active advertisers were promoting ESG during Q2 2025, according to data by Fundamental Monitor

Key points:

• ESG advertising accounted for 1.57% of all asset management advertising in APAC during Q2 2025, up from 0.27% in Q1.
• Overall, 15% of the ESG advertisers’ total advertising was dedicated to the promotion of responsible investing.
• Thought leadership accounted for two-thirds of all ESG advertising, similar to Q1.

ESG advertising accounted for 1.57% of all asset management advertising in APAC during Q2 2025, up from 0.27% in Q1, data from Fundamental Monitor shows.

There were 91 asset management advertisers in the APAC region during Q2, but only seven of them dedicated a portion of their advertising to the promotion of ESG. Overall, 15% of the ESG advertisers’ total advertising was dedicated to the promotion of responsible investing, up from 6% in Q1 2025.

Thought leadership accounted for two-thirds of all ESG advertising, similar to Q1. Meanwhile, ESG brand campaigns dropped from 22% to 3%, while ESG fund promotion increased from 10% to 30%.

Most ESG advertisers were active in Australia (seven advertisers), followed by Singapore which had four asset managers promoting ESG. India, Korea, Japan, Taiwan and Hong Kong each had two ESG advertisers in Q2.

Below are some examples of the type of ESG campaigns that were in market in APAC during Q2:

BNP Paribas Asset Management

Impax Asset Management

AXA Investment Managers