The topic of the paper is related to investment fund industry and adaptation to the new European regulation, which can greatly affect the direction of future financial assets, and ESG factors (environmental, social and corporate governance). Namely, in March 2021, the Regulation of the EU Parliament and the Council on disclosures related to sustainability in the financial services sector (Regulation EU) came into force, regulating the implementation of ESG factors. The importance of the ESG approach as part of the strategies of investment fund management companies is manifested in: the social responsibility of the investment company itself, when investing, it encourages other companies to promote responsibility, it has a direct effect on the success of the company's management, attracts the general public and investors who are willing to include described factors in their investment portfolio and has a positive effect on the protection of the planet and the promotion of human rights, and in the long term reduces the investment risk. Investment companies that have recognized the importance of ESG factors and that strive to establish investment funds with built-in ESG factors have a potentially greater opportunity to attract investors through products (funds) that will actively try to create positive pressure on the corporate policies of the companies in which they are investing, and such a responsible behaviour directly generates a positive perception of the public towards the investment company itself. The aim of the paper is to determine the main reasons for implementation of ESG factors in the management of investment funds. By comparing the situation on the Croatian market, analyses will be made whether the introduction of ESG products so far has resulted in more successful management and whether it has had an impact on investors in a shorter period. It will also be examined to what extent and in what way ESG factors are brought closer to the public through marketing tools towards investors, and whether the investment fund industry has used all marketing and educational opportunities to raise awareness of its activities or whether improvement is necessary.