Abrdn has unveiled a new advertising campaign to promote the power of investment.
The campaign, ‘The Power of Investment’ aims to “positively reframe investment” by showing how it can help people to achieve their personal financial goals as well as support the advancement of society and the issues they care about.
The campaign, which launched on 12 November, includes a television advert that shows the tangible, positive impact investing in different industries and asset classes can have on the world.
It also aims to debunk misconceptions about investment, including that its only function is to generate financial returns and that it is a strategy reserved for financial institutions and wealthy individuals.
The campaign follows research from abrdn which showed that the majority (54%) of people believe investing can have a positive impact on society, yet more than two fifths (43%) believe it requires a lot of money.
Additionally, over a third (34%) of people would be more likely to invest if they knew it was having a positive impact on society.
The research also found that just 14% of people associate investment with altruism, while more than three quarters (78%) associate it with risk and more than two fifths (67%) associate it with reward.
Stephen Whitehead, chief brand, marketing and corporate affairs officer at abrdn, said: “We want to show people that they have the power to create a better future for themselves and society through investment, and that they can do so in a way that suits their personal beliefs, objectives and financial means.
“The Power of Investment also represents what we want to achieve as abrdn. Our name change brought five brands together with a renewed sense of purpose. We are future-focused and committed to giving our clients and the next generation the tools and support they need to achieve their ambitions.”
Noel Butwell, CEO, adviser, at abrdn, added: “This campaign reflects the conversations our adviser partners have every day. They help clients navigate the world of investment and empower savers and investors to plan for the future and support the people and causes they care about most.”
