A large U.S. wealth manager made a major commitment to incorporating environmental, social, and governance (ESG) practices into its investment programs. They developed screening tools for its many clients — both family and institutional — that wanted to factor specific values into their portfolios.
But “values” means different things to different people. Each client wants their investments to be impactful in a different way, and each client has their own investment strategy they prefer. So how do you explain such a complex topic while keeping clients engaged and making sure their needs are met?
With such a variety of ESG strategies for responsible investors, our client needed an easy-to-understand framework for explaining their approach. They also needed a way to inform their clients about different ESG strategies and help clients identify which approach was a fit for them.
We worked directly with the co-head of the impact investing division to gather specific information about her strategic approach. We took into account things like:
From that information, we drafted a blog piece that outlined four specific ESG strategies for responsible investors and each one’s suitability for different situations. To make this easily understood, we explained it using examples tying the strategies to information that the clients already knew. We were able to help this wealth management firm develop a unique voice that made this educational piece feel informative, differentiated, and trustworthy.
It remains a core educational blog on our client’s website and its framework has been used as a foundation for advisor talking points and further communication with responsible investors.