Shares has launched a global advertising campaign aimed at encouraging retail investors to invest more.
The ETF arm of BlackRock has collaborated with creative agency Mother to roll out the ‘The Market is Yours’ campaign, which aims to present investing as a positive, inclusive activity open to everyone.
To do this, the 30-second advert features a range of everyday individuals, including a child playing football with his father, a man walking his dog, someone practising yoga and a waitress, on the floor of a stock exchange.
The campaign comes amid concerns over low market participation, particularly outside the US, and reflects the growing importance of retail investors as a key driver of growth for the asset management industry.
With the spotlight shifting beyond institutional clients and private wealth gatekeepers, engaging everyday investors is increasingly seen as important for the long-term stability of markets.
The campaign builds on iShares’ 25-year history of aiming to make investing more accessible, by reducing barriers and encouraging broader participation in the markets. It also reinforces the firm’s ongoing focus on expanding investor engagement.
The firm is amplifying the campaign through its employees on LinkedIn, generating additional organic exposure alongside any paid placements on traditional media and TV.