1. They believe there is investor demand for funds that take environmental and social impact into account
2. They believe that companies with better environmental, governance, and social Impact ratings will have higher or more stable returns over time
You can disagree, but I think there are good arguments to be made for both of those points.
Generally its not as profitable to go by DEI guidelines, but it does have an anticompetitive effect because smaller orgs simply cannot afford to do it.
It's similar to how regulations effect businesses. If there are enough regulations the only ones that can afford to stay compliant are the ones with teams of lawyers. Which is why megacorps lobby for more regulations. It prevents competition from sprouting up.
But even if I accept it as true, it doesn’t contradict point 2, which is that investors think they’ll see better or more stable returns
I also doubt the people you have in mind have enough financial capital to really force everyone’s hand _unless_ their arguments are actually persuasive
And, as 'Apocryphon notes, this is much older than you think besides.