Brand campaigns dominate ESG advertising in Europe

Brand campaigns accounted for 98% of all ESG asset management advertising in Europe, with fund promotion making up the remaining 2%, according to data by Fundamental Monitor.

ESG advertising remained a niche discipline within European asset management, with only six advertisers dedicating a portion of their activity to the promotion of responsible investing. These six ESG advertisers were active across four markets: the UK (3), France (1), Spain (1) and Switzerland (1).

Overall, brand campaigns represented the dominant form of ESG communication, accounting for 98% of all ESG advertising spend. ESG thought leadership insights recorded 0% share, while fund promotion accounted for 2% of ESG advertising, with three advertisers active in this format.

Each of the six ESG advertisers concentrated their activity entirely within a single market, with 100% of their ESG advertising directed to their respective market. The UK was the most active ESG advertising market in Europe, accounting for three of the six ESG advertisers in the region, including one US-based investment company.

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

Brand – Nordea Asset Management:

Fund promotion – Royal Asset Management London:

About Fundamental Monitor:

Fundamental Monitor is our proprietary digital advertising intelligence tool that tracks the ad campaigns of over 1,000 asset managers and educational institutions across 23 markets globally, giving marketers the competitor insights they need to sharpen their strategy.