A niche area only a few years ago, new ethically focused products and funds are popping into existence at a rapid rate, while mainstream funds are increasingly trying to keep up by integrating environmental, social and governance (ESG) standards into their investment decision-making. Trustworthy corporate brands take a long time to build based on years of good governance, treating customers fairly and contributing positively to society, but it takes seconds for that brand and consumer trust to be destroyed. Consumers, governments and non-governmental bodies are increasingly targeting companies that have demonstrated poor governance, show scant regard for environmental standards or have records of poor labour relations.