DPAM, CANDRIAM and Pictet embrace responsible investment branding

Latest research demonstrates that the ‘authenticity test’ facing asset managers and their branding now goes well beyond demonstrating basic ESG criteria to their clients

A crucial moment for the asset management industry — its transition from ESG compliance to a demand for genuine, consistent values defining an investment firm’s identity — is revealed by the 2025 Responsible Investment Brand Index (RIBI).

As financial polarisation deepens and scrutiny of environmental, social and governance factors intensifies — from President Donald Trump’s ongoing trade wars to geopolitical shocks — asset managers are being called upon to prove their commitment to responsible investment goes beyond the surface.

This year’s report highlights a significant shift. While 30 new firms have joined the ‘Avant-Gardist’ category, representing above-average commitment and branding in responsible investment, the proportion of laggards — those below average on both ratings— has dropped to a three-year low. Despite this progress, a widening gap remains between firms that authentically embed values into their operations and those still relying on reactive ESG strategies.

Mind the credibility gap

According to RIBI, the gap between these two types of firms is growing. Those that take a proactive and comprehensive approach, embedding responsible investment into the very core of their strategies, continue to strengthen their positions as industry leaders.

On the other hand, firms simply reacting to the latest ESG trends or meeting minimal compliance standards risk being exposed as inauthentic. As the industry matures, asset managers who fail to show genuine commitment may struggle to maintain trust with clients, particularly as scrutiny around ESG intensifies, claim the researchers.

Data from this year shows that simply having a declared purpose is no longer enough. While 53 per cent of asset managers articulate a purpose, only 45 per cent support it with value systems that effectively differentiate and align with their goals.

“It’s a profound rethink about their identity and their brand,” says Jean-François Hirschel, co-founder of RIBI and chief executive of H-Ideas. Purpose and values give consistency and structure, allowing them to be remembered both internally and externally, he adds.

“It gives a solid architecture to the brand and offers a genuine conception of it,” explains Mr Hirschel.

Those who don’t articulate a purpose are “missing an opportunity” to make themselves “unique” in a competitive market.

Europe remains the dominant force in responsible investment, with both ‘commitment’ and ‘brand’ ratings consistently outperforming global averages. Within the continent, France has overtaken Benelux to claim top spot for responsible investment performance.

Meanwhile, Japan stands out for its seamless integration of responsible investment, the only country with no laggards in the field. By contrast, the US — despite having the largest number of asset managers — records the highest proportion of laggards, highlighting a gap in the sector’s progress.

While China still lags behind in overall responsible investment rankings, it is making notable strides, now surpassing the US in its commitment to responsible investment.

Despite the differences, we need to be looking beyond regional divides, says Mr Hirschel. “We can see some polarisation around the subject. We can see some institutions who very much want ESG and some institutions who very much don’t,” he says. “But it’s much more granular than the US versus Europe, and this polarisation between institutions is increasing.”

Taking ‘daring action’

Seven companies maintain their place in the top 10 performers in the RIBI 2025, while Nuveen, Mirova and Triodos make their debut.

DPAM (Degroof Petercam Asset Management), based in Belgium, secured top position in the index. This marks a significant achievement for the firm, which boasts more than 20 years’ experience in responsible investments.

“We believe our industry has a vital role to play when it comes to financing a sustainable future for our society and our environment,” explains Ophélie Mortier, chief sustainable investment officer at DPAM. “We have not hesitated to take daring action, be it through integration, dialogue, voting or engagement, as we continue to push our boundaries as investors.”

The firm says its responsible investment strategy integrates ESG considerations into research and investment processes. “Our goal is to offer first-rate expertise while promoting our values and convictions,” Ms Mortier says.

“For us, sustainable investing is not just a strategy, it’s our core philosophy and we use a variety of approaches to integrate ESG considerations in our research and investment processes. All our ESG products and solutions undergo rigorous screening and assessment processes, which include stringent risk controls.”

She highlights DPAM’s commitment to transparency and credibility: “We have started the journey a long time ago — before strong regulation and ups and downs of SRI — because of a strong conviction. This helps credibility because we know why we do it and how we do it. We have always said ‘we do what we say and we say what we do.’ Transparency has been a cornerstone of our policy and approach.”

In addition, Ms Mortier addresses the increasing scrutiny and polarisation around ESG, noting DPAM’s focus on long-term goals: “Dialogue is at the heart of the investment process, both with countries and corporates, and for a mutual learning of the challenges both sides encounter.”

Smoke on the water

The approach of Geneva-based Pictet Asset Management, which claimed third place, is driven by a long-term perspective and dedication to future generations, says Philippe Le Gall, the firm’s head of responsible investment at Pictet Asset Management. In particular, he  draws attention to the Water strategy, launched in 2000.

Nuveen is the only US player in the global top 10. “We’re proud to have pioneered responsible investing 50 years ago and to have a history of setting standards in the industry, from areas as diverse as private capital to fixed-income and real assets,” says Amy O’Brien, global head of responsible investing at Nuveen. “Responsible investing makes us better investors and continues to be a growth area for us,” she affirms.

Nuveen’s latest annual survey of 800 global institutional investors found that 72 per cent of respondents consider responsible investing a top factor in their investment decisions. “Over the past five years, growth in our responsible investing product suite has outpaced the industry by 200 per cent,” says Ms O’Brien.