Sustainable investing, also known as socially responsible investing or ESG (Environmental, Social, and Governance) investing, is a strategy that takes into account the financial performance of companies in conjunction with their impact on the environment, society, and corporate governance. It aims to promote long-term value creation while promoting positive social and environmental outcomes. In the past, many investors may have been primarily concerned with generating high returns and maximizing their profits. However, in today's world, there is a growing recognition that financial success should not come at the expense of the planet or the well-being of its inhabitants. This shift in mindset is reflected in the increasing demand for sustainable investments. According to a report by the Global Sustainable Investment Alliance, sustainable investment assets now represent over $30 trillion globally, a significant increase from previous years. The rise of sustainable investing can be attributed to several factors. First, there is mounting evidence that companies with strong environmental, social, and governance practices tend to outperform their less responsible counterparts over the long term. This has sparked interest from investors who are looking to achieve both financial returns and positive impact. Second, there is a growing awareness among individuals and institutions about the urgent need to address pressing global issues such as climate change, poverty, and social inequality. Sustainable investing provides a way for investors to contribute to positive change while still pursuing their financial goals. Third, regulatory bodies and governments around the world are increasingly recognizing the importance of sustainable investing. They are implementing policies and regulations that encourage companies to disclose their ESG practices and assess their sustainability risks. This has created a more transparent and accountable investment landscape. Despite its growing popularity, sustainable investing is not without its challenges. For one, there is a lack of standardized metrics and reporting frameworks, making it difficult for investors to compare the sustainability performance of different companies. There is also ongoing debate about which ESG factors are most material and how they should be integrated into investment decision-making processes. Nevertheless, the rise of sustainable investing signals a fundamental shift in the way finance operates. It demonstrates that financial success and positive social and environmental outcomes are not mutually exclusive. As more investors embrace sustainability as a key criterion for investment selection, we can expect to see increased innovation, transparency, and positive impact in the finance world.