Rise in ESG advertising activity in Europe during Q2

ESG made up a record proportion of all advertising in Europe

Key points:

• The number of asset managers advertising their ESG capabilities in Europe rose from 36 in Q1 to 48 in Q2
• Amongst the active ESG advertisers, the ESG volume was on average 44% of their advertising activity
• More than half (53%) of all ESG advertising was brand-based

The number of asset managers active in the ESG advertising market in Europe rose from 36 to 48 in Q2, according to data from Fundamental Monitor.

Amongst the active ESG advertisers, the ESG volume was on average 44% of their advertising activity.  

Twelve advertisers in Europe exclusively concentrated on ESG: Federated Hermes, Lyxor AM, Lion Trust, iM Global Partner, Robeco, Wells Fargo AM, Lombard Odier IM, NNIP, Nordea, Lazard AM, Nikko AM and Kempen Capital.

ESG advertising was seen in most markets. The largest activity was in the UK (6.3 million impressions) where there were also the most advertisers active with online ESG advertising (27). Other key markets were France (17 advertisers), Spain (15), Germany, Italy and the Netherlands (all 14).

More than half (53%) of all ESG advertising was brand-based, with the remainder split roughly evenly between insights (23%) and fund promotion (24%). Lyxor ETF, Lion Trust, Amundi, Lombard Odier, NNIP, Fidelity, Invesco and Candriam stood out as advertisers with a diversified ad strategy, covering more than one style of ad purpose.  

Below are some examples of the ESG advertisements run by asset managers in Q2: