“Charlie French, co-founder of Etcho, said: ‘Stop talking to clients about ESG; it is something that has been politicised. We need to connect to them on their personal values.'”

[COMMENTARY] In this quote, Mr. French is spot-on. With this approach, clients will still be steered to top ESG companies. Clients will find that their high personal values are embodied in companies that excel in ESG characteristics.
‘Advisers should speak to clients about values rather than ESG’, by Tara O’Connor, July 10, 2025, FTAdvisor, UK.