In recent years, there has been a significant shift in the way investors approach the financial markets. Traditionally, investors focused solely on maximizing financial returns, often disregarding the social and environmental impacts of their investments. However, with the increasing awareness of climate change, inequality, and other global challenges, a new approach to investing has emerged - sustainable investing. Sustainable investing, also known as socially responsible investing, refers to the integration of environmental, social, and governance (ESG) factors into investment decision-making. This means that investors not only consider the financial performance of a company but also evaluate its impact on society and the environment. There are several reasons behind the rise of sustainable investing. Firstly, millennials and younger generations are more socially conscious and are willing to invest their money in companies that align with their values. This demographic shift has led to an increased demand for sustainable investment options, forcing asset managers and financial institutions to adapt. Secondly, sustainable investing has proven to be profitable. Contrary to the belief that investing in socially responsible companies comes at the expense of returns, numerous studies have shown that companies with strong ESG performance tend to outperform their peers in the long run. This has attracted the attention of mainstream investors who are looking for ways to improve risk-adjusted returns while making a positive impact. Lastly, sustainable investing has gained support from policymakers and regulators around the world. Governments are recognizing the importance of sustainability and are implementing policies to incentivize sustainable investments. For example, the European Union has introduced a taxonomy regulation that provides a classification system for sustainable economic activities, making it easier for investors to identify environmentally friendly investments. As sustainable investing continues to gain momentum, it is becoming an integral part of the financial sector. Asset managers are incorporating ESG analysis into their investment strategies, companies are disclosing their sustainability practices, and investors are demanding more transparency and accountability. The rise of sustainable investing is not just a passing trend but a reflection of the changing priorities in the world of finance.