We surveyed a broad cross-section of investors and stakeholders in the UK investment landscape. Our goal was to establish which groups are perceived as sustainability leaders from among the multitude of voices in this space. And then to dive much deeper; to identify the factors behind perceived success in this area of investing and uncover what those who are deemed as less successful can do to improve.

Research Overview  

1

Broad cross-section of investors and stakeholders across the UK investment landscape 

2

Over 100 interviews with wholesale, institutional and journalists/ commentators 

3

Establish perceived leaders and laggards and identify the factors behind perceived success 

Key findings 

Be true

Fund buyers and influencers are seeking sustainability messaging set at the board level and deployed in a transparent and authentic matter. Investors want providers with a strong fiduciary culture and a clear purpose and vision.

Numbers not noise

Fund selectors are taking an evidence-based approach, looking at performance and proof of ESG integration. Most marketing is seen as undifferentiated while awards and media coverage have little impact.

Green-washing is still a problem

Fund buyers are very aware that some managers will overstate their expertise or the sustainability of their funds. Outside agencies are seen as an answer to this.

Solutions please

Model portfolios and other portfolio solutions are of particular interest, rather than traditional fund structures.

Stay focused

Institutional and retail investors are at different points in their sustainability journeys and are prioritising different things. This needs to be reflected in messaging and tactical approaches.

 

What factors separate ESG leaders from laggards? 

01

Strong fiduciary culture

The asset manager is able to demonstrate a strong fiduciary culture at a provider level. 

02

Authentic high-level support

Purpose and vision are articulated clearly and authentically. Sustainability and ESG agenda is set at the board level.

03

There is clear evidence of impact

Actions speak louder than words - asset managers are able to convey that they are walking the walk when it comes to engagement and stewardship. 

So, what makes an ESG leader? 

The asset manager is able to demonstrate a strong fiduciary culture at a provider level

Purpose and vision are articulated clearly and authentically

There is high-level support for sustainability 

The agenda is set at board level

There is clear evidence of impact

If you are interested in finding out how your company scored, or how we can help with sustainability & ESG projects, please get in touch. 

How can we help you with Sustainability?

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01

Responsible Investing Marketing Certificate

A modular course to help investment marketers build a proficient understanding of the dynamics and drivers in responsible investing and sustainability.

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02

Sustainability positioning

Addressing sustainability is a crucial issue for the investment management industry and having an authentic ESG position will set your firm apart.

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ESG campaigns

We help you plan and execute a targeted ESG campaign that ensures your clients know your approach to sustainability.

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