Market Education Winner (2021)
BMO Global Asset Management
Project: MyESG Campaign: Aligning Beliefs and Investments
MyESG Campaign was created to educate the market and integrate ESG further into the conversation through in-depth analysis, new insights and innovative tools and resources- for both Canadian investors and their Advisors:
- Digging deeper: went beyond the headline statistics to truly understand individual mindset around ESG investing through pioneering research with 2,000 high-net-worth investors across Canada and the U.S.
- Research identified four distinct ESG personality types: proved ESG investing has a wide spectrum of preferences and beliefs, key to addressing that there is no “one size fits all” conversation (Motivated, Ready, Pragmatic and Skeptical)
- Bringing research to life through a simple, yet effective educational tool: created the intuitive, digital MyESG quiz, which enables Advisors to have more meaningful ESG conversations with clients by tuning into investors’ unique personas
- Deepening relationships: supports quality conversations by addressing the most important issues to the client with additional value-add resources including ESG Advisor Toolkit, ESG Discussion Guide, Client handout, FAQs, Podcast, and a Look Book of Research Results
Project: The RI Certification Program: Empowering advisors to integrate RI into their practice and to educate their clients
The winner and finalist scorecards can be found here.