BNP Paribas Asset Management has ranked first in a report which analyses the effectiveness of asset managers’ ESG communications, with Robeco following close behind.
The Peregrine Communications ESG Report 2022 saw Schroders come in third place, having shot up in the rankings due to its ‘Beyond Profit’ campaign. NN Investment Partners and Pictet Asset Management made up fourth and fifth place, respectively.
The report found that investment managers which have a “high degree of authenticity” in their activities are more likely to communicate effectively with institutional investors.
In particular, asset managers BNP Paribas and Robeco had led the field in responsible investment in Share Action rankings, according to Peregrine.
Peregrine’s study also found that companies with stronger communications were more likely to see higher brand awareness and momentum around ESG with 70% of the top ten firms growing their ESG brand awareness compared to only 10% of the bottom ten.
The rankings were measured by Peregrine’s Message Penetration Analysis.
Peregrine’s report also found a disconnect between content asset managers are producing and the demand for that material.
It found that almost six in ten (57%) of the 100 themes it assessed were “over-indexed” by the market.
In comparison, the report found several areas of opportunity for asset managers, including environmental factors and energy transition versus energy security.
Max Hilton managing director at Peregrine Communications, said: “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.
“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.”
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