Slightly more ESG advertisers active in North America

Nonetheless, North America continues to lag behind Europe and APAC when it comes to ESG advertising, according to Fundamental Monitor

Key points:

• 22 asset managers were actively promoting responsible investing during Q3
• ESG advertising only made up 2% of all North American asset management advertising during Q3, unchanged from a quarter before
• The third quarter saw a slight shift towards the promotion of ESG insights, which made up 43% of all ESG advertising campaigns

With 22 asset managers actively promoting responsible investing during Q3 2022, North America saw slightly more ESG advertisers than in Q2, when 21 advertisers were active, data by Fundamental Monitor has found.

During Q3, five asset managers solely focused their North American advertising activity on ESG: Blackstone, Federated Hermes, Impax Asset Management, Robeco and Schroders.

Despite this, ESG advertising only made up 2% of all North American asset management advertising during Q3, unchanged from a quarter before. There is therefore no indication that the region will catch up to Europe and APAC in the near future when it comes to the prevalence of responsible investing.

When only taking into account the advertising activity of those asset managers who were promoting ESG during the quarter, 6% of all their advertising was dedicated to responsible investing. This up slightly compared to Q2, when this figure was 4%.

Six advertisers were present in Canada, while the US had 18 different ESG advertisers, with American Century Investments and Federated Hermes being active in both.

The third quarter saw a slight shift towards the promotion of ESG insights, which made up 43% of all ESG advertising campaigns. This was up from 36% in Q2. ESG brand campaigns accounted for 27% of all campaigns (down from 32%) and ESG fund promotion for 29% (down from 32%).

Below are some examples of the type of ESG campaigns that were in market in North America during Q3 2022:

Franklin Templeton:

Federated Hermes:

Blackstone: