Paul: Steve, I first learned how to use Twitter at The SRI Conference some years ago. So I want to thank you and George for getting folks like me to consider social media as a business tool.
Steve: Some of us are early adapters. In 2014, at our 25th annual SRI Conference, we started featuring mini-TED talks by industry pioneers. Each has been very forward looking and inspiring.
Laura: Yes, social media is a huge platform for us. First Affirmative has been around for 20+ years and we have a really strong base of clients who believe in what we do. Going forward we need to be more thoughtful about how we keep them engaged while we keep growing.
We are looking at overall branding and what messages we want to highlight. For example, the First Affirmative site posts blogs that highlight our work with clients, whereas The SRI Conference site highlights what’s happening in the larger SRI/ESG industry.
We’re also focusing on education. The millennial generation has huge potential for SRI investing, but ease of entry is an issue. Our social media presence can make it easier for them to understand what we’re doing in the industry.
Paul: All the millennials I’m interviewing for this series are excited by how much they’re learning from the SRI pioneers, and all the non-millennials are saying how much they’re learning from the millennials they work with.
Steve: Right. It’s important for millennials and other new players in this space to understand that you don’t have to recreate the wheel. So much of what we do today and what we need to do going forward has already been figured out.
Paul: On the First Affirmative website under “Our Vision” you talk about aligning personal values and financial decision making and how that can encourage behavior that enhances quality of life for all. How does the First Affirmative team apply these concepts in day-to-day work?
Steve: That’s a great question, Paul. This belief statement is our way of articulating the values of the socially conscious investors we serve. The actionable corollary is doing well and doing good at the same time. We provide investment management to relatively small investors. We have a lot of client accounts under $1 million dollars. We have quite a few over a million dollars too and we would like to have more, but this statement still resonates today at the client level, where it’s an understanding of the client’s values and priorities driving portfolio design.
Paul: Laura, as a fairly new member of the team at First Affirmative, how are you applying this concept in your day-to-day interactions with other teammates and clients of the firm?
Laura: Facilitating that deeper connection to money for people creates good feelings. I think we also have more of a family office environment versus just being colleagues. This makes for a pleasurable work experience day to day.