ESG advertisers refocus on brand campaigns and fund promotion in APAC

The percentage of overall advertising dedicated to ESG promotion rose slightly, data from Fundamental Monitor shows

Key points:

• Fund promotion made up half of all ESG advertising in Q3 2023 while brand campaigns accounted for a third
• 4% of all asset management advertising in Q3 was dedicated to the promotion of ESG
• There were 16 ESG advertisers in market during Q3, dedicating 23% of their advertising to promoting ESG

Brand campaigns made up 36% of all ESG advertising in the APAC region in Q3 2023, up from 4% in Q2, according to data from Fundamental Monitor.

ESG fund promotion increased from 31% in Q2 to 54% in Q3, while the promotion of ESG thought leadership dropped significantly from 65% in Q2 to 10% in Q3.

In total, 4% of all asset management advertising in Q3 was dedicated to the promotion of ESG, up slightly from the 3% seen a quarter earlier.

There were 16 ESG advertisers in market during Q3, dedicating 23% of their advertising to promoting ESG. Three asset managers only advertised ESG: BNP Paribas Asset Management, Ninety One and Han ETF.

All markets monitored by Fundamental Monitor saw some ESG advertising activity. Most ESG advertisers were active in Australia (nine advertisers), followed by Japan and Singapore (six advertisers each) and Hong Kong and Korea (three advertisers each).

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

BNP Paribas Asset Management

Robeco

Ninety One