In the past, investing was mainly driven by financial returns with little consideration for other external factors. However, as awareness of pressing environmental and social challenges has increased, there has been a shift towards investing in companies that align with certain ethical principles. One of the key drivers behind the rise of sustainable investing is the growing recognition that environmental and social issues can have a material impact on a company's long-term financial performance. For example, companies that fail to adapt to changing environmental regulations or are involved in controversial social practices could face reputational damage, legal liabilities, and subsequent financial losses. As a result, investors are now analyzing companies' environmental, social, and governance (ESG) practices to evaluate their potential risks and opportunities. This involves considering factors such as carbon emissions, waste management, labor practices, diversity, board structure, and more. By incorporating ESG criteria into investment decisions, investors can better align their portfolios with their personal values and potentially reduce their exposure to certain risks. Furthermore, sustainable investing has been shown to generate competitive financial returns. Numerous studies have found that companies with strong ESG practices tend to outperform their peers over the long term. This suggests that sustainable investing does not have to come at the expense of financial performance, but rather can be a source of alpha. In response to the increasing demand for sustainable investment options, the financial industry has witnessed the creation of various investment products, including ESG-themed exchange-traded funds (ETFs), green bonds, and impact investing funds. These products offer investors an opportunity to allocate their capital towards companies that are actively addressing environmental and social challenges. It is worth noting that sustainable investing is not without its challenges. One of the main obstacles is the lack of standardized ESG reporting, making it difficult for investors to compare companies' sustainability practices. Additionally, there is ongoing debate and discussion around the definition and scope of sustainable investing, which has led to varying interpretations and strategies. Nevertheless, the growth of sustainable investing signals a broader shift in investor preferences towards more responsible and conscientious investing practices. As more investors prioritize environmental and social considerations alongside financial returns, companies will likely face increased pressure to improve their ESG practices. Ultimately, this trend has the potential to create a more sustainable and resilient financial system that benefits both investors and society at large.