We believe that one of the biggest challenges financial advisors often face with ETF investors is the latter's belief that ESG investing only needs to be a small part of their portfolios. Often, they're unconvinced that ESG is an optimal core option, preferring other more “traditional" choices.

Attracting ESG investors means understanding their mindset and their investor profile. Generally speaking, we believe that ESG investors are savvy people who are purpose-driven in all they do, including where they entrust their money.

ESG (environment, social, governance) investing has rapidly moved from the fringe of investing to the mainstream. It's hard to go to an investing conference without seeing one or more sessions about ESG investing on the agenda. Major ETF and fund companies are rolling out new ESG products to meet demand among investors, institutions, and advisors. Here are some ESG trends to consider:

We believe that many of today's investors are seeking investments that put their hard-earned dollars into ETF portfolios that reflect their convictions about important social issues. They connect most with brands that apply ESG — or environmental, social, and governance considerations — in their daily operations.

Many investors may seek out investor-centric firms that provide advisors with investments that recognize those convictions and values. Some may even expect advisors to help them construct portfolios that achieve this purpose-driven aspect of their investment strategy.