M&G and ESG – Investments that benefit investors and society
ESG is the acronym of the moment in asset management. However, most brands have combined environment, social and governance messages into a single, mostly environmental message which has led to confusion amongst investors as to what ESG actually means. Most importantly, research commissioned by Arthur found that in the eyes of professional investors funds that have a strong ESG criteria are not seen as providing good performance, so they couldn’t recommend them to their clients.
We developed a campaign which was delivered through high-impact outdoor advertising sites, including ski schools, across key European and Japanese ski resorts to raise awareness, with digital channels used to engage the audience with our proposition around how M&G invested for the benefit of clients and society.
M&G commissioned a series of thought pieces on the future of the world we live in and responsible investing. These thought pieces were delivered using location data to target key audiences in the proximity of the outdoor advertising along with case studies that showed both the positive impact M&G investments have on society and the positive returns for investors.
The responsible investing campaign drove over 155,000 unique users to the M&G site who spent on average over 5 minutes engaging with the various responsible investing content.
An independent brand study found that 1 in 4 investors exposed to the responsible investing campaign had a higher perception of M&G’s approach to ESG investing with half them also considering investing with M&G in the future.