Sustainable investing, also known as socially responsible investing (SRI) or ESG investing, goes beyond traditional financial metrics to evaluate a company's impact on society and the environment. It considers factors such as carbon footprint, resource usage, labor practices, diversity and inclusion, and boardroom transparency. By incorporating these non-financial indicators, investors hope to achieve not only financial returns but also positive societal and environmental outcomes. The rise of sustainable investing can be attributed to several factors. Firstly, younger generations, such as millennials and Gen Z, are more conscious of global issues and are actively seeking ways to make a positive impact. They are often willing to invest in companies that align with their values, even if it means sacrificing some financial gains. This has led to a significant shift in investment preferences, favoring companies with strong ESG performance. Secondly, regulatory changes and increased transparency have also played a role in the rise of sustainable investing. Many countries and regulatory bodies have implemented guidelines and reporting requirements to encourage companies to disclose their ESG practices. This has provided investors with more information and enabled them to make more informed investment decisions. Furthermore, the financial performance of sustainable investments has improved over time, debunking the myth that investing sustainably means sacrificing returns. Numerous studies have shown that companies with strong ESG practices tend to outperform their peers over the long term. This realization has attracted more investors to the space, including institutional investors and asset managers. As a result, the market for sustainable investments has experienced substantial growth. According to the Global Sustainable Investment Alliance, the global sustainable investment market reached $30.7 trillion in assets under management in 2018, a 34% increase from 2016. This growth is expected to continue as more investors recognize the importance of considering ESG factors in their decision-making process. In conclusion, sustainable investing is a rising trend in the financial world. It reflects investors' growing concerns about environmental and social issues, and their desire to align their investments with their values. With regulatory changes, increased transparency, and improved financial performance of sustainable investments, this trend is expected to continue its upward trajectory. As more investors embrace sustainable investing, companies will be incentivized to adopt stronger ESG practices, ultimately leading to a more sustainable and responsible financial landscape.