ARTICLE · 17 NOVEMBER 2022

ESG Investing: Reliable Science Or Rotten Tomatoes?

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Rotten Tomatoes is an online aggregator of film reviews. When a film gets enough professional reviews, it gets a ranking, up to 100 on the "Tomatometer."

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Rotten Tomatoes is an online aggregator of film reviews. When a film gets enough professional reviews, it gets a ranking, up to 100 on the "Tomatometer."

You might be surprised to learn that the highest-ranked film on Rotten Tomatoes is Leave No Trace. It received a 100% score based on 251 reviews. Haven't seen it? You're not alone. It made nowhere near the $3B US that Avatar raked in after scoring a much more tepid 82%.

So, Leave No Trace is a great film in the hearts and minds of critics, but if you were a movie producer, would you stake your life savings on it?

And there's the rub. The most critically acclaimed films aren't always the most profitable. The same can be said for investing in worthy companies: a company can have exceptional environmental, social and governance (ESG) scores, but still be the wrong investment for you if:

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