More asset managers promoting ESG in North America

Nonetheless, the share of ESG promotion as a total of all advertising remains static, Fundamental Monitor finds

Key findings:

• ESG advertising as a total of all asset management advertising continues to be in the low single digits in North America
• There were more asset managers promoting their ESG credentials: 21 ESG advertisers were in market during Q2 compared to 16 in Q1
• The ESG campaigns in North America were fairly evenly split across brand campaigns, insights and fund promotion

ESG advertising as a total of all asset management advertising continues to be in the low single digits in North America, despite an increase in the number of asset managers promoting their ESG credentials, data by Fundamental Monitor reveals.

Unchanged from Q1, the promotion of ESG only made up 2% of all asset management advertising in North America during Q2. When we only look at the ESG advertising of those asset managers that were actively promoting ESG, this figure has increased only slightly from 4% in Q1 to 5% in Q2.

Nonetheless, there were more asset managers promoting their ESG credentials: 21 ESG advertisers were in market during Q2 compared to 16 in Q1. Only four advertisers focused solely on ESG: Blackstone, Impax Asset Management, Schroders and Wellington Management. There were 17 advertisers active in the US and six in Canada.

The ESG campaigns in North America were fairly evenly split across the different ad purposes during Q2: brand campaigns accounted for 32%, insights for 36% and fund promotion for 32%. This is a slight change from Q1, when brand campaigns made up 41% of all ESG advertising, insights 38% and fund promotion 20%.

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

Northern Trust

Invesco

Franklin Templeton

Calvert

Wellington