Consumers' Research, a consumer advocacy group, has launched a mobile billboard campaign targeting BlackRock CEO Larry Fink over his stance on environmental, social, and governance (ESG) investing. Will Hild, the executive director of Consumers' Research, has been a vocal critic of Fink and BlackRock, labeling them as the "face of ESG." The billboards, which feature satirical memes, highlight Fink's recent comments expressing discomfort with the term ESG and his preference for the phrase "conscientious capitalism." Hild argues this is merely a rebranding effort to avoid criticism while continuing to advance a progressive agenda using investors' funds.

One billboard parodies a scene from "Mad Men," replacing Don Draper with Fink pitching "ESG, but we call it ‘conscientious capitalism.’" Another depicts Fink as a sweating figure deciding between two buttons labeled "ESG" and "ESG by a different name." The billboards are circulating BlackRock's Manhattan headquarters.

Consumers' Research defines ESG as an investment strategy that assesses organizations based on environmental impact, social stances, and corporate governance. They contend that political activists leverage ESG to push a progressive agenda, often with the cooperation of businesses. Hild draws a parallel between ESG and critical race theory, suggesting that even without the label, the underlying principles persist. He vows to continue scrutinizing BlackRock's activities regardless of the terminology used. The organization's "About BlackRock" campaign from 2021 highlighted Fink's connection to China and his role in promoting what they term "woke capitalism."

In the past, Fink has defended ESG, stating it's not about politics but rather about fostering mutually beneficial relationships with stakeholders. He emphasized that profitability remains the ultimate measure of a company's success. This latest campaign by Consumers' Research adds to the ongoing debate surrounding ESG investing and its perceived political implications.