In recent years, there has been a significant shift in the investment landscape, as more individuals and institutions are looking to align their investments with their values. This trend, known as sustainable investing or socially responsible investing (SRI), focuses on generating financial returns while also considering environmental, social, and governance (ESG) factors. One of the main drivers behind the rise of sustainable investing is the growing global awareness of climate change and the push for more sustainable business practices. As consumers become more conscious of the impact of their purchases, companies are under increased pressure to demonstrate good ESG performance. This shift in consumer behavior has led to changes in investor preferences, as individuals and institutions seek out companies that are actively addressing environmental and social issues. This has created opportunities for companies that are leading the way in sustainability to attract investment capital and deliver strong financial performance. Another important factor contributing to the rise of sustainable investing is the increasing availability of ESG data and metrics. With the growing demand for ESG information, there has been a rise in companies providing ESG scores and ratings, as well as the development of ESG-focused investment strategies. Additionally, governments and regulatory bodies are also playing a role in promoting sustainable investing. Many countries, including Argentina, have implemented regulations and policies that encourage businesses to consider sustainability in their operations. Sustainable investing is not just limited to equity markets. The bond market has also seen an increase in the issuance of green bonds, which are specifically designed to finance projects with environmental benefits. This has allowed investors to support environmentally friendly initiatives while still generating attractive returns. Overall, the rise of sustainable investing reflects a shift in investor priorities and a growing desire to have a positive impact on the world. With companies and investors recognizing the benefits of sustainable practices, it is expected that this trend will continue to gain momentum in the years to come.