Christen Thomson

07/12/2011 Author: Christen Thomson

Comment: Christen Thomson

Christen Thomson is director of communications at Aima, the Alternative Investment Management Association

Three years on since the last crisis, it’s worth considering what has changed since 2008 and what progress the industry has made in terms of how it is perceived not only by the general public, but by investors, regulators, policymakers and the press.

It’s easy to forget just how bad some of those headlines were three years ago: ‘Hedge fund horsemen of the apocalypse’, ‘Beasts who can tear firms apart’ and ‘Greedy pig billionaires’ were all real headlines.

We are not seeing the same kind of hostility today. Where hedge funds were specifically blamed for the crisis three years ago, politicians now, insofar as they attribute blame, tend to point the finger at ‘speculators’ and their ‘speculation’.

It may appear a subtle distinction but it is an important one. It means our industry is no longer in the crosshairs. Analysts and commentators have moved on too. Whereas three years ago it was common for our industry to be blamed for the crisis, now there is broad agreement that this is a debt crisis caused by political failures.

In fact, some previously critical commentators have changed their tune. BBC business editor Robert Peston, not noted as a friend of the industry, now says hedge funds are “a model for how the banking system should be reformed”.

All this is not to say that there is not still a lot of mistrust and hostility to the industry out there. There is, and in some ways it is understandable that an industry often associated with wealth and success is the target of criticism.

It is important, however, to differentiate between the industry’s different audiences. For example, investors are a crucial audience of the industry. They pay the bills. It is true that there are grumblings about fees and other concerns (some justified) but in general the picture here is a positive one – the industry’s consumers continue to buy the product.

Regulators are another important audience. Trade associations like Aima have spent years cultivating these relationships, and in general the industry’s regulators have a good technical understanding of the industry and are often sympathetic to its worries.

Of course, with politicians it is a mixed picture. The industry does have important allies, although many of them are understandably cautious about expressing that in public. There is still a lot of negativity within the EU, despite enormous efforts by the industry over the last few years.

In part this is cultural; there is scepticism about the value of the market in general in many countries within the EU that goes way beyond our industry. In part it is political; our industry is seen as an easy football to kick, often for domestic political consumption.

In terms of the press, it is important to generalise between specialists and generalists. Specialist publications like HFMWeek and specialist correspondents for the main business news outlets understand the industry very well. The problem is when a generalist, a journalist who is not familiar with the industry, does a story about it. That’s when the errors and clichés can appear.

It is true that the general public often misunderstand our industry, but the broader context for this is a widespread lack of understanding of financial services as a whole in the industrialised world. Many people do not understand how banks or their mortgages work, so it may be unrealistic to expect them to understand how a complex part of the asset management sector operates.

What the industry can do is to seek to demonstrate its value to the general public. Because institutional investment now makes up a majority of the industry’s AuM it means the industry is now acting as the guardian of many ordinary people’s pension money and other investments. That is an important message for the industry to convey.

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