ESG advertising in APAC on the rise again after Q1 drop

However, levels are still below those seen during the second half of 2021, data by Fundamental Monitor shows

Key findings:

• During Q2, 14% of all asset management advertising in APAC was dedicated to the promotion of ESG, up from 6% in Q1
• Brand campaigns made up 41% of all ESG advertising in the region, while insights stood at 25%
• A total of 30 asset managers were actively promoting their ESG credentials during Q2

Following a major dip in Q1, asset managers have increased their ESG advertising in Asia Pacific again during Q2, albeit not to the same levels as seen during the second half of 2021, data from Fundamental Monitor shows.

During the second quarter, 14% of all asset management advertising in APAC was dedicated to the promotion of ESG, up from 6% in Q1. Among those advertisers actively promoting ESG, 28% of total advertising spend was focused on responsible investing, more than double the share seen in Q1 (13%).

When it comes to the type of promotion, brand campaigns made up 41% of all ESG advertising in the region, while insights stood at 25%. This is a reversal from Q1, when brand campaigns accounted for 27% and insights for 42% of all ESG promotion. ESG fund promotion remained relatively stable at 35% in Q2 compared to 31% the previous quarter.

A total of 30 asset managers were actively promoting their ESG credentials during Q2, up from 27 in Q1, with all markets monitored by Fundamental Monitor seeing some ESG advertising activity. Australia had the most active ESG advertisers at 19, while 13 advertisers were in market in Hong Kong and 11 in Singapore.

Eight asset managers solely focused their APAC advertising on ESG during Q2: Australian Ethical, Aviva Investors, Global X Funds, Impax Asset Management, Newton Investment Management, Nuveen Asset Management, Perpetual and Schroders.

Below are some examples of the type of ESG campaigns that were in market in APAC during Q2 2022:

Fidelity

Next Funds

Nomura