ESG advertising remains at a record low in Europe

In Q3 2025, ESG advertising represented only 1% of total asset management advertising in Europe, data by Fundamental Monitor finds

Key points:

• ESG advertising accounted for only 1% of overall asset management advertising in Europe during Q3 2025, the same figure seen in Q2.
• Only 10 out of a total of 101 asset management advertisers included any ESG messaging in their advertising.
• All countries saw some ESG messaging, with the most advertisers active in the UK (6).

ESG advertising accounted for only 1% of overall asset management advertising in Europe during Q3 2025, a continuation of the record low seen in Q2, according to data from Fundamental Monitor.

Only 10 out of a total of 101 asset management advertisers included any ESG messaging in their advertising. These 10 asset managers dedicated 14% of their total advertising to the promotion of responsible investing, up from 10% in Q2. Five asset managers only focused on ESG advertising in Q3: Sycomore Asset Management, Federated Hermes, Macquarie, CCLA and Eden Tree Investment Management.

ESG fund promotion accounted for 79% of all ESG advertising, up from 40% in Q2. ESG brand campaigns dropped from 41% to 11%, while ESG thought leadership dropped from 26% to 10%.

All countries saw some ESG messaging, with the most advertisers active in the UK (6), followed by Germany and Switzerland (4 each). Four asset managers were promoting ESG in Benelux, Italy and the Nordics, two in Spain, and one in France.

Below are some examples of the type of ESG campaigns that were in market in Europe during Q3 2025:

Macquarie

Sycomore Asset Management

DekaBank