Sustainable investing, also known as socially responsible investing (SRI), is a financial strategy that focuses on investing in companies that have a positive impact on the environment, society, and governance. It considers both financial returns and the impact of investments on the world. In recent years, sustainable investing has experienced significant growth. According to a report by the Global Sustainable Investment Alliance, global sustainable investment assets grew by 34% from 2016 to 2018, reaching $30.7 trillion. This surge in popularity can be attributed to several factors. Firstly, there is a growing awareness and concern about environmental and social issues. Climate change, resource scarcity, human rights violations, and income inequality are just a few of the challenges that the world faces today. Many investors are now looking to support sustainable solutions and avoid companies that contribute to these problems. Secondly, sustainable investing is no longer perceived as a trade-off between conscience and profit. In the past, investors believed that they had to sacrifice financial returns in order to align their investments with their values. However, numerous studies have shown that sustainable investing can be financially rewarding. Companies that prioritize environmental and social responsibility often outperform their competitors in the long run. Thirdly, regulations and policies promoting sustainable investing are being introduced globally. Governments and regulatory bodies are recognizing the importance of sustainable development and are taking steps to incentivize investments that support it. This has created a favorable environment for sustainable investing and encouraged more investors to participate. Furthermore, the rise of technology has made it easier for investors to research and identify sustainable investment opportunities. With the help of data analytics and artificial intelligence, investors can now access comprehensive information about a company's environmental, social, and governance performance. This transparency allows investors to make more informed decisions and align their investments with their values. In conclusion, sustainable investing is on the rise. As the world becomes more aware of the importance of environmental and social responsibility, investors are increasingly looking to align their investments with their values. Sustainable investing offers the opportunity to support positive change while potentially earning attractive financial returns. With the continued growth of sustainable investment assets, it is clear that this trend is here to stay.