The era of viewing ESG (Environmental, Social, and Governance) as an optional add-on is over. Investors are demanding more than just ethical investment products. They want to see sustainability embedded into a brand’s DNA. From superannuation funds and pension funds to insurers and asset managers, the most successful organisations are leveraging ESG as a narrative tool that resonates across all communication channels.
The opportunity around ESG
The opportunity for ESG-focused strategies in finance is immense and rapidly expanding. In Europe alone, ESG fund assets under management are projected to surpass 50% of mutual fund assets by 2025, growing at a compound annual rate of 28.8% from 2019 to 2025. This rise reflects not only investor appetite but also an evolving media and digital landscape:
- Output in specialist sustainability publications has surged by 76%, while global searches for ESG-related content have increased by 63% in the past year.
- Social media engagement around these issues has also risen by 36%, showcasing a growing audience actively seeking ethical and sustainable financial solutions.
These trends underscore the need to embed Environmental, Social, and Governance deeply within your brand narratives and leverage these platforms to connect with a motivated audience.
Making Environmental, Social, and Governance a core brand pillar
Leading finance brands are going beyond static reports, weaving sustainability into their core messaging and operations. Consider the example of Stewart Investors. Their interactive environmental and social governance (ESG) tools go beyond numbers to immerse investors in their sustainability journey. These tools enable users to explore ESG metrics dynamically, diving deep into data without the need for complex spreadsheets.
Executive creative director at The Dubs Agency, Tristan Fawley, worked on the interactive tools created by Stewart Investors. Speaking about the tool created, Fawley explains, “We created an interactive application (digital and mobile optimised) that allows investors to view how Stewart Investors are affecting the companies they invest in.” He continues, “It was created to provide invested company information for almost 200 companies including location, history, what Stewart Investors like about the company, risks and associations to key benchmarks such as the UN SDGs and Project Drawdown categorisations.”
Thinking about how they made these tools stand out, Fawley shares, “In a world where many companies talk about their Environmental, Social, and Governance credentials it was important for Stewart Investors to show how they are different, in both the approach and how they disclose their credentials. ‘Greenwashing’ (where companies appear more ‘green’ than they are) is commonplace so being able to provide in-depth evidence of how they operate was key.”
“The application has become a core point of differentiation for Stewart Investors. Although many companies may talk about their ESG credentials they don’t show them beyond top level information, Stewart Investors does,” explains Fawley.
Finally, Fawley advises financial marketers to, “Be transparent, provide information and showcase it in a digital-first format.”
Such strategies demonstrate how ESG can become a central brand narrative. By building resources that both educate and engage, Stewart Investors positions itself as a thought leader in ethical investment.
Key Takeaway: Finance brands must ensure ESG isn’t confined to an annual report but reflected in the user experience, brand story, and long-term vision.
Consistent ESG storytelling across touchpoints
One of the challenges finance brands face is ensuring consistency in ESG messaging across all channels. Australian Ethical Super provides an exemplary case. Their social media campaigns frequently highlight their investments in renewable energy projects, while their blog posts offer in-depth discussions on how their fund choices align with United Nations Sustainable Development Goals (SDGs).
“ In Europe alone, Environmental, Social, and Governance fund assets under management are projected to surpass 50% of mutual fund assets by 2025, growing at a compound annual rate of 28.8% from 2019 to 2025.”
This omnichannel approach ensures investors experience a cohesive ESG narrative, whether they’re browsing a website, scrolling on Instagram, or reviewing annual reports.
At the upper end of the creative spectrum, Apple’s 2023 ESG video is a masterclass in storytelling. Though a tech company, its engaging visuals, creative narrative, and focus on real-world impact offer lessons for finance brands. Finance marketers, even with tighter budgets, can learn from Apple’s example: using storytelling to transform abstract metrics into relatable, human-centered narratives.
Key Takeaway: A consistent ESG narrative across platforms builds credibility and keeps commitments top-of-mind for members and stakeholders.
Building trust through transparency
Transparency is non-negotiable when it comes to ESG. Investors increasingly demand not just promises but proof. To add to this, finance brands are increasingly coming under fire for greenwashing, and governments around the world are making amends to ensure this practice is limited. Brands like Ninety One, a global investment manager, excel here. Their online ESG dashboards break down portfolio-level impact data in a user-friendly way. For instance, users can explore carbon intensity metrics for each investment product, coupled with explanatory content that contextualises these numbers within broader sustainability goals.
Beyond numbers, transparency also means admitting challenges. Brands that communicate their ongoing improvements – highlighting areas of struggle alongside successes – foster trust by showing their commitment to continuous improvement.
Key Takeaway: Finance brands must make their ESG data accessible and meaningful while embracing honest conversations about their journey.
ESG as a competitive differentiator
In a crowded market, ESG has become a crucial differentiator. Aviva Investors integrates ESG into their brand positioning as a driver of both financial performance and societal impact. Their campaigns, such as “Investing with Purpose” emphasise ESG isn’t just about doing good but also about delivering resilient long-term returns – a message tailored to appeal to sophisticated investors.
Key Takeaway: By linking ESG to both purpose and performance, brands can carve out a distinct niche in the market while appealing to values-driven investors.
Creative campaigns that inspire action
Creative campaigns can transform ESG from a compliance exercise into a movement. While Apple’s high-production ESG videos are aspirational, finance brands can adopt more accessible strategies.
Consider Triodos Bank, which uses customer stories to illustrate the impact of its ethical banking model. Their “Colour of Money” blog often features interviews, stories and advice that explores ethical investing, sustainable initiatives and other ESG-related topics.
Key Takeaway: Even with modest budgets, finance brands can use customer stories, videos, and interactive content to create ESG campaigns that resonate deeply with their audience.
Lessons from industry leaders
To drive ESG communication that truly hits the mark, finance brands should:
- Invest in interactive tools: Create digital experiences that let users explore ESG data in an engaging way.
- Leverage visual storytelling: Use tools like infographics, videos, and animations to demystify ESG metrics and bring impact stories to life.
- Adopt a multi-channel approach: Ensure ESG messaging remains consistent across websites, social media, investor updates, and reports.
- Be transparent: Build trust by making ESG metrics accessible and sharing honest updates about progress and challenges.
- Humanise the message: Borrow from Apple and Triodos Bank by centering ESG stories on real people and communities affected by your investments.
With ESG now the norm, your finance brand must recognise the opportunity to lead not just with products but with purpose. Authenticity, transparency, and creativity are the pillars of successful ESG communication.
