Fundamental Media Insights


Competitor alerts
2 March 2023

ESG advertising on the rise in North America

Asset managers dedicated a much higher percentage to ESG advertising in Q4 than in previous quarters, according to data by Fundamental Monitor

Key points:

  • ESG advertising made up 9% of all asset management advertising in North America, up from 2% in Q3
  • The share of ESG advertising as a percentage of total advertising via managers that promote ESG (along with other strategies) rose even more sharply, from 6% in Q3 to 34% in Q4
  • The fourth quarter also saw a massive shift towards ESG brand campaigns, which made up 62% of all ESG advertising during Q4

ESG advertising only made up 2% of all asset management advertising in North America during the first three quarters of 2022, but this rose significantly to 9% in Q4, data by Fundamental Monitor shows.

The share of ESG advertising as a percentage of total advertising via managers that promote ESG (along with other strategies) rose even more sharply, from 6% in Q3 to 34% in Q4. This was despite the fact that the number of asset managers promoting responsible investing in North America fell from 22 to 18 during the same period.

Q4 2022 NA ESG advertisers-new_original

There were seven ESG advertisers in market in Canada and 12 in the U.S. Three asset managers were only promoting ESG during Q4 – Janus Henderson, Newton Investment Management and Schroders – while the other advertisers were promoting ESG as well as other messaging.

The fourth quarter also saw a massive shift towards ESG brand campaigns, which made up 62% of all ESG advertising during Q4, compared to 27% in Q3. Insights and fund promotion both saw a drop, from 43% to 20% and from 29% to 18%, respectively.

Below are some examples of the ESG campaigns that were in market in North America during Q4 of 2022:

Northern Trust

Q4 2022 NA ESG Northern Trust-1_original

Q4 2022 NA ESG Northern Trust-2_original

Q4 2022 NA ESG Northern Trust-3_original

Robeco

Q4 2022 NA ESG Robeco-1_original

Q4 2022 NA ESG Robeco-2_original

Invesco

Q4 2022 NA ESG Invesco-1_original

Q4 2022 NA ESG Invesco-2_original

Newton Investment Management

Q4 2022 NA ESG Newton_original


Insights Competitor alerts ESG advertising on the rise in North America