Financial marketers must keep up with evolving sustainability regulations while keeping clients engaged with sustainable practices, agreed panellists at FP Live!.
Anji Kang-Stewart, managing director and global head of marketing at Man Group, and Sally Kramers, head of industry development, events, and partnerships at UKSIF, shared their takes on what sustainability really means to marketers.
“From a marketing perspective, sustainability can be seen in how the investment floor has evolved over the last decade to meet the growing needs of clients and their investment objectives,” said Kang-Stewart.
For marketers, being deeply informed of the current issues disrupting the sustainability conversation is crucial to avoid inauthenticity or being accused of “greenwashing.”
“The very simple answer is that it means a lot more than it used to. These new regulations are actually exciting and useful for marketing teams, as sustainability is being more specifically defined by them,” said Kramers.
“Historically, marketing was a case of doing what you were told. At present, marketers are at the front line of presenting sustainable practices authentically to each target audience,” Kang-Stewart added.
Marketers aiming to convey a sustainable picture are now required to take on an additional role to remain educated in the sustainability debate.
“Articulating effectively and with clarity what you’re offering clients is the way to deliver. Whether that is research, thought leadership, or products, clients need to know clearly what it is you can do,” Kang-Stewart said.