Puffery accompanies growth in sustainable products, says Finnish church pension fund manager

Growth in demand for sustainable products brings along also puffery, says Finnish church pension fund manager.


Whilst demand for sustainable investment products grows, marketing of them also becomes more vocal, says Joonas Huttunen Portfolio Manager and Responsible Investment Specialist at the pension provider for the Evangelical-Lutheran Church (KER).

"With growing demand for sustainable products, it is natural that sometimes things are done purely for marketing reasons. The marketing can at times sound a bit fancier compared to how much is actually being done for sustainability," Huttunen says, referring to instances of green washing and puffery in marketing of investment products.

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