The red-hot rush to bring ESG products to market has been followed, predictably, by a firehose of cold-water questions. The rapid and widespread adoption of ESG-focused strategy throughout the investment industry has created a strange dilemma. Having generated a $35 trillion global market, ESG advocates are now in the ironic position of justifying its promise after the fact. In the wake of huge market buy-in, even the basic definition of ESG is unsettled: The rules and regulations governing ESG operations are very much a work-in-progress. Standards vary in method and…