In recent years, there has been a significant rise in the adoption of sustainable investing practices. Sustainable investing, also known as socially responsible investing or ESG (environmental, social, and governance) investing, focuses on investing in companies that prioritize ethical practices and have a positive impact on society and the environment. This trend is driven by both individual investors and institutional investors, who are increasingly recognizing the importance of considering non-financial factors when making investment decisions. In fact, according to a report by the Global Sustainable Investment Alliance, global sustainable investment assets grew by 34% between 2016 and 2018, reaching $30.7 trillion. One of the key reasons for the rise of sustainable investing is the growing awareness of the environmental and social challenges our world is facing. Climate change, social inequality, and corporate governance scandals have brought these issues to the forefront of public consciousness, leading investors to demand more transparency and accountability from the companies they invest in. In response to this demand, many companies have begun to integrate ESG factors into their business strategies, as they recognize the long-term benefits of doing so. Research shows that companies with strong ESG performance tend to have better financial performance and lower risk profiles compared to their peers. Furthermore, sustainable investing is also driven by the millennial generation, who are known for their desire to make a positive impact on the world. Millennials are more likely to invest in companies that align with their values, and they are willing to sacrifice some financial returns in exchange for contributing to a more sustainable future. As sustainable investing continues to gain momentum, it is also changing the way financial institutions operate. Asset managers and investment firms are expanding their offerings to include sustainable investment options, and they are implementing ESG criteria in their investment decision-making processes. In conclusion, the rise of sustainable investing is reshaping the financial industry. Investors are increasingly considering non-financial factors when making investment decisions, and companies are adapting to meet this demand. Sustainable investing not only has the potential to generate attractive financial returns but also to drive positive change in the world.