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Asset Management

Using flower power to combat diversity issues in asset management

No longer is sponsorship of events like the Chelsea Flower Show simply about brand awareness

Queen Elizabeth II looks at a display of roses on the Peter Beale roses display at the Chelsea Flower Show 2018
Queen Elizabeth II looks at a display of roses on the Peter Beale roses display at the Chelsea Flower Show 2018 Photo: Getty Images

This week is the Chelsea Flower Show and it is the ninth year of M&G’s sponsorship of the event. Some things about Chelsea remain constant — like the amazing creativity and skill of the world class gardeners and nurseries exhibiting here — but other things change, and corporate sponsorship is no exception.

No longer is sponsorship simply about brand awareness. This year we are using it to talk about issues we care about — such as the social value of gardening and the importance of green spaces and gardens in our communities.

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