Pathfinder is a responsible investment fund manager. It wants investors to make ethical choices that are better for people and the planet – as well as for long-term investment returns.
At the end of 2017 Pathfinder launched a media campaign to raise awareness and encourage a change in investing behaviour. If investors shift to more ethical products, the expectation is that fund managers will provide more ethical investment options. Companies will also be expected to provide higher environmental, social and governance (ESG) standards.
The target audiences were millennials, who tend to be more sustainability aware, and over 40s, who have more savings. The campaign included coverage in newspaper, radio, online and video. As a result of the campaign Pathfinder’s ethical funds have 3,800 new investors via the Sharesies platform. Website visitors are 13 times greater than before the campaign.