Is ESG An Important Factor In Fund Marketing?

Published: 3 March, 2019

The short answer to this question is, yes. Many overlook the importance of ESG (environmental, social and governance), with the reasoning that not every investor is worried about it. But that’s a mistake.

Although not everyone takes notice, there are plenty of investors who are worried about ESG – and if your company’s corporate behaviour and values are not up to scratch, then they will look elsewhere. By contrast, no-one is going to refuse to invest with you on the grounds that your ESG is too good. So, it’s important to highlight ESG in your fund marketing and talk up achievements in this regard. Many firms are even starting separate brands that operate on a higher level when it comes to ESG, which is a trend that’s worth considering as it appeals to many prospective investors. However, don’t pretend that ESG is important to your company if it’s not, as you will get caught out.


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