Boost in ESG brand campaigns in Europe

ESG brand campaigns accounted for 94.79% of all ESG advertising, up from 68% in Q3, data by Fundamental Monitor shows

ESG advertising accounted for 9% of all asset management advertising in Europe during Q4 2025, up from 1% in Q3, data from Fundamental Monitor shows.

There were 108 asset management advertisers in Europe during Q4, but only 10 of them included any ESG messaging in their advertising. These 10 asset managers dedicated 70% of their total advertising to the promotion of responsible investing, up from 14% in Q3.

ESG brand campaigns accounted for 94.79% of all ESG advertising, up from 11% in Q3. Meanwhile, ESG fund promotion decreased from 79% to just 4.97% and ESG insights decreased from 10% in Q3 to 0.24%.

All countries saw some ESG messaging, with the most advertisers active in the UK and Spain (4), France, Germany and Switzerland (3), Italy (2), and Benelux and the Nordics (1).

Below are some examples of the type of ESG campaigns that were in market in Europe during Q4:

Brand – Nordea

Fund Promotion – BNP Paribas