Report highlights link between authenticity and ESG communications

Investment managers that have a high degree of authenticity in their activities are much more likely to communicate effectively with institutional investors, a study from Peregrine Communications has found.

The study looked at environmental, social and governance (ESG) communications, and comes amid questions about the validity of the methodologies and goals of ESG investing.

This year’s rankings, which are based on the effectiveness of asset managers’ communications, were topped by BNP Paribas Asset Management.

Robeco came in second, while Schroders “dramatically rose up the ranking” to third, with the increase in position driven by its ‘Beyond Profit’ campaign.

NN Investment Partners and Pictet Asset Management making up the rest of the top five.

Peregrine Communications said it was significant that BNP Paribas Asset Management and Robeco also led the field in responsible investment, according to rankings by Share Action.

The report also found that firms with stronger communications, as measured by the ‘Message Penetration Score’, were more likely to see higher brand awareness and momentum around ESG.

Seven of the top 10 firms increased their contextual ESG brand awareness significantly, compared to only one in the bottom 10.

“We first launched our report into ESG investing in 2019 to help asset managers navigate the difficult challenge of finding areas of the conversation that they could own and discuss with authority,” said Peregrine Communications chief executive, Anthony Payne.

“Three years on and this challenge is no less pertinent. Despite the challenges ESG investing itself currently faces, the long and short of it remains, that firms that are bold, focused and authentic will continue to win out, regardless of how the various narratives around ESG play out over the next 12 months.”

Peregrine Communications also discovered a ‘disconnect’ between the content asset managers are producing and the organic demand for that material.

More than half (57 per cent) of the 100 themes assessed were ‘over-indexed’ by the market, meaning that there was more content than organic demand.

“As we have highlighted in previous editions of our ESG report, asset managers must align messaging with core capabilities before delivering them via a well-balanced strategic communications program,” commented Peregrine Communications managing director, Max Hilton.

“There remain a number of areas where asset managers have an opportunity to establish brand differentiation and category authority in a space that is rapidly becoming more crowded. But if their efforts lack authenticity, they not only risk undermining their own reputation but also that of the entire investment industry with a negative knock-on economic impact.”

    Share Story:

Recent Stories

Making pension engagement enjoyable through technology
Laura Blows speaks to Nick Hall, business development director and Chartered Financial Planner at UK-based Wealth Wizards about the opportunities that technology provides for increasing people’s engagement with pensions and increasing their retirement wealth. Please click here for an edited write-up of the video

ESG & DC – creating the right tools
In the latest of our series of Pensions Age video interviews Francesca Fabrizi, Editor in Chief of Pensions Age is joined by Manuela Sperandeo, Head of Sustainable Indexing EMEA, BlackRock and Mark Guirey, Executive Director, Asset Owner and Consultant Coverage - MSCI to discuss some key trends of ESG investing among UK pension funds today. Please click here for an edited write-up of the video

Savings and finance at retirement
Laura Blows is joined by Claire Felgate, Head of Global Consultant Relations, UK, at BlackRock, to discuss savings and finance at retirement. Please click here for an edited write-up of the video

Multi asset credit
Pensions Age editor, Laura Blows, discusses multi asset credit with Royal London Asset Management senior fund manager, Khuram Sharih
Pensions Age podcast: buy-outs and buy-ins for member and employer nominated trustees
Pitfalls and good practice when approaching insurers with Pensions Age editor, Laura Blows, Martin Parker (Just Group) and Akash Rooprai (ITS)

Advertisement Advertisement