M&G INVESTMENTS: BUILT BY M&G
Building trust in the role of Active Managers as responsible investors
In a financial environment of uncertainty and slow growth, it’s easy for investors and their advisors to default to a cautious approach, focusing on low-cost tracker funds.
At the same time investors were calling for more opportunities to invest in companies that were demonstrating a socially and environmentally responsible approach to business. However, the asset management industry’s response was generally perceived as lacklustre. Responsible investing solutions were poorly understood and accusations of ‘greenwashing’ were further undermining credibility.
Historically, the industry had focused its marketing efforts on promoting funds over brands: however, a new and more holistic approach was clearly called for.
Arthur helped M&G redefine and clarify what ‘responsible investing’ stood for: an approach to ‘building sustainable investment solutions’ that could deliver equally positive outcomes for investors, the companies they invest in, the communities they impact and the world we live in.
The central idea positioned M&G’s active management of investments as a key driver in their potential to deliver sustainable growth. This idea was then delivered through an integrated campaign that made use of case studies and white papers to give depth and authenticity to the overall message: Positive futures are built by M&G.