In recent years, sustainable investing has gained significant traction in the finance industry. Also known as responsible investing or socially responsible investing (SRI), it involves considering environmental, social, and governance (ESG) factors when making investment decisions. One of the driving forces behind the rise of sustainable investing is growing awareness of the impact that businesses and industries have on the environment and society. Investors are increasingly looking for ways to align their investments with their values, and they see sustainable investing as a way to do this. Another factor contributing to the growth of sustainable investing is the potential for financial performance. Numerous studies have indicated that companies with strong ESG practices tend to outperform their peers over the long term. This has attracted the attention of both institutional and individual investors who are looking to generate solid returns while also making a positive impact. Sustainable investing encompasses a wide range of strategies and approaches. Some investors focus on exclusions, avoiding companies involved in controversial industries such as tobacco, weapons, or fossil fuels. Others take an engagement approach, actively engaging with companies to improve their ESG practices. Impact investing, on the other hand, seeks to generate a measurable positive impact alongside financial returns. The availability of sustainable investment options has also increased in recent years. Asset managers and financial institutions are offering a growing number of funds and products that incorporate ESG factors. This allows investors to easily allocate their capital to companies and initiatives that align with their values. However, there are also challenges associated with sustainable investing. One of the main challenges is the lack of standardized metrics and reporting. Without consistent benchmarks, it can be difficult to compare the ESG performance of different companies and assess their impact accurately. Despite these challenges, the rise of sustainable investing shows no signs of slowing down. As more investors recognize the importance of ESG factors and demand for responsible investments grows, the finance industry is likely to continue evolving to meet these needs. The integration of sustainability into investment decision-making is reshaping the way capital is allocated and creating new opportunities for both investors and businesses.