EdenTree launch event triumph

On Monday evening Ecclesiastical revealed its new EdenTree Investment Management brand to over 150 guests at the Serpentine Pavilion in Hyde Park. The new identity represents the start of a big responsible investment push by the organisation.

The sun shone, champagne and Pimm’s flowed while hor d’oeuvres were devoured. The location for the event was the dramatic new pavilion at the Serpentine gallery. Each year the gallery commissions a designer to create a temporary pavilion which is used for events throughout the summer. This year it was the turn of Spanish architects selgascano. Their airy, multi-coloured, polygonal structure was the ideal contemporary venue for a new identity.

Responsible investment is on the rise with £21 trillion invested in this way, we were told by Group CEO, Mark Hews. While still a fraction of the mainstream whole, strong fund performance, such as EdenTree’s amity range, has made even the most sceptical adviser and investor sit up and take notice. Many mainstream funds have also begun to consider environmental and social factors in their investment approach. Harming people and planet is not a client winning public relations strategy with the rise of a digitally-connected and socially-conscious demographic. Ignoring social and environmental threats and opportunities is myopic.

EdenTree’s head of marketing, Dan Barber, told Blue & Green Tomorrow that the new identity is simply the most visible manifestation of a clear strategic desire to reach beyond established responsible investors and help turn the niche responsible investment sector into the dominant approach in investment.

Photo: EdenTree Investment Management

Further reading:

Ecclesiastical rebrands as EdenTree Investment Management

Breakdown of business ethics destroying shareholder value, says Ecclesiastical

Sustainable investment funds in focus: Ecclesiastical Amity UK

2013 sustainable fund manager of the year: Ecclesiastical Investment Management