Sustainable investing, also known as socially responsible investing or ESG (Environmental, Social, and Governance) investing, refers to an investment strategy that takes into consideration not only financial returns, but also the impact of investments on society and the environment. In recent years, there has been a significant shift towards sustainable investing as more investors recognize the importance of addressing environmental and social issues. According to a report by the Global Sustainable Investment Alliance, sustainable investing now accounts for over $30 trillion in assets under management globally, representing a 68% increase since 2014. One of the key drivers of this shift is the increasing awareness of the risks posed by climate change. As extreme weather events become more frequent and more severe, companies are increasingly being held accountable for their contribution to climate change. Investors are recognizing the financial risks associated with these companies and are seeking investments that align with their values. Another factor driving the rise of sustainable investing is the changing demographics of investors. Millennials, who are set to inherit the largest intergenerational transfer of wealth in history, are more likely to prioritize ESG factors when making investment decisions. They are also more likely to invest in companies that are actively addressing environmental and social challenges. Furthermore, sustainable investing is no longer seen as a niche market. Major financial institutions are now integrating ESG considerations into their investment processes. BlackRock, the world's largest asset manager, recently announced that it would place sustainability at the center of its investment approach and that it would begin to exit investments that present high sustainability-related risks. However, despite the growing popularity of sustainable investing, there are still challenges to be overcome. One of the main challenges is the lack of standardized ESG data. Currently, there is no universal framework for measuring and reporting ESG factors, making it difficult for investors to compare and evaluate different investments. Nevertheless, the rise of sustainable investing signifies a fundamental shift in the financial industry. Investors are increasingly recognizing that sustainability is not just an ethical consideration, but also a financial one. By considering the long-term impact of their investments, investors can not only generate financial returns, but also contribute to a more sustainable and equitable world.