ESG accounts for slightly more of overall advertising in Europe

Asset managers focus from ESG insight promotion to ESG brand campaigns in Q3 2023, data from Fundamental Monitor shows

Key points:

• ESG advertising accounted for 14% of all advertising in Europe in Q3, up from 10% in Q2
• ESG advertisers allocated 33% of their advertising budget to ESG promotion in both Q2 and Q3
• Brand campaigns accounted for 44% of all ESG advertising activity in Q3, up from 19% a quarter earlier

The promotion of ESG made up 14% of all asset management advertising in Europe during Q3, up from 10% in Q2, according to data from Fundamental Monitor.

When only looking at how much active ESG advertisers dedicated to the promotion of ESG, there was no movement between the two quarters. ESG advertisers allocated 33% of their advertising budget to ESG promotion in both Q2 and Q3. During Q2 there were four asset management who only focused on ESG advertising: Janus Henderson, FlexShares, Eden Tree Investment Management and Ninety One.

All markets monitored by Fundamental Monitor saw some ESG advertising activity in Q3, with most advertisers active in the UK (13 advertisers), followed by Italy and Benelux (7 advertisers each) and Switzerland (6 advertisers)

Brand campaigns accounted for 44% of all ESG advertising activity in Q3, up from 19% a quarter earlier. The promotion of ESG insights dropped from 51% to 31% during the same period, while fund promotion only fell slightly from 30% to 25%.

Below are some examples of the type of ESG campaigns that were in market in Europe during Q3 2023.

Allianz Global Investors

J.P. Morgan Asset Management

Federated Hermes