ESG asset managers need to ask the 'why'

HOW does an organisation attract and engage its various stakeholders? An inspiring purpose articulated in a mission statement may be one of the most effective methods. Author Simon Sinek presents an even simpler concept in his book Start with Why. Sinek believes that what differentiates great leaders, companies, and movements is that they make it easy for people to understand the "why'' behind them.

An organisation can enable sustainable sales and long-term growth when it earns trust from its customers and other internal and external partners. Just like any other business, asset managers need to articulate their why. Clients today want their investments to produce a genuine positive impact as well as a return. Asset managers need to define how they plan to do that.

Define the why