Although the term “ESG” has become controversial and sometimes viewed as a marketing label, about 69% of institutional asset owners still report using it—primarily for consistency. Many prefer alternative labels: 57% use “sustainable investment,” 53% “sustainability,” and 52% “responsible investment.” 

ESG considerations now apply to an average of 44% of asset owners’ AUM globally, up from 42% last year. In 2025, 20% of respondents said they apply ESG to more than 75% of their portfolios, and 10% said ESG applies to 100% of their assets. 

Asset owners increasingly see ESG as aligned with fiduciary duty: 61% agree ESG supports that role, up from 53% in 2024. 

Finsum: The biggest barrier to broader ESG adoption is concern over impacts on investment returns or a lack of standardized data and reporting.