More asset managers promoting ESG in Europe

The percentage of all asset management advertising dedicated to ESG increased slightly since Q3, data from Fundamental Monitor shows

Key points:

• There were 43 active ESG advertisers in the European market in Q4 2022, up from 38 in Q3
• The percentage of all asset management advertising dedicated to ESG stood at 18% in Q4, a slight increase from the 17% seen in Q3
• Q4 saw a shift towards ESG brand campaigns, which made up 36% of all ESG advertising compared to 22% in Q3

There were 43 active ESG advertisers in the European market in Q4 2022, up from 38 in Q3, according to data by Fundamental Monitor.

The last quarter of 2022 also saw an increase in the number of asset managers who were only promoting their ESG capabilities. In Q3 only four advertisers focused solely on ESG, whereas in Q4 there were eight: American Century Investments, Scottish Widows, Eden Tree Investment Management, Eurizon Capital, FlexShares, NN Investment Partners, Legal & General Investment Management and Oddo Meriten Asset Management.

The percentage of all asset management advertising dedicated to ESG stood at 18% in Q4, a slight increase from the 17% seen in Q3. However, when we only look at the share of ESG advertising as a total of the advertising activity of active ESG advertisers, there was a drop from 28% in Q3 to 24% in Q4. 

All European markets monitored by Fundamental Monitor saw some ESG advertising activity in Q4, although the most advertisers were active in the UK (27 advertisers), Switzerland (21) and Germany (18). 

Q4 saw a shift towards ESG brand campaigns, which made up 36% of all ESG advertising compared to 22% in Q3. This was to the detriment of ESG fund promotion, which fell from 33% to 20%. The promotion of ESG thought leadership remained stable at 44%, down just slightly from 45% in Q3.

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

American Century Investments

Candriam Investors Group

Aviva Investors