In 2012, Natixis Asset Management restructured its brand portfolio and decided to create a business unit dedicated to Socially Responsible Investment (SRI). These are investments that consider environmental, social and governance factors as part of a long-term investment approach.
The new iSR structure represents an innovative expert brand that will contribute to the renewal and repositioning of the brand, conveying the idea of dynamism and breaking away from the corporate image of the parent brand.
Mirova embodies NAM’s pioneering and enduring SRI ambitions through a balanced and dynamic personality. MIROVA is based on the name mirovia, a super ocean that existed on earth nearly a billion years ago. This geological and historical origin illustrates a desire to be anchored in a long-lasting, global movement. The simplicity of the syllables and the rhythm add to the familiarity and memorability of the name.
