In recent years, there has been a significant rise in the popularity of sustainable investing. This investment approach focuses on companies that have a positive social and environmental impact while delivering competitive financial returns. With growing concerns over climate change and social inequality, many investors are seeking to align their portfolios with their values. One of the key drivers behind the rise of sustainable investing is the millennial generation. As the largest demographic group in the workforce and inheriting trillions of dollars from the baby boomer generation, millennials are using their influence to shape the financial industry. They demand more transparency and accountability from companies regarding their ESG (Environmental, Social, and Governance) practices. Furthermore, sustainable investing has proven to be financially prudent. Numerous studies have shown that companies with strong ESG performance tend to outperform their peers in the long run. By considering material ESG factors, investors can identify risks and opportunities that traditional financial analysis may overlook. In response to this growing trend, financial institutions and asset managers are increasingly offering sustainable investment products. In fact, according to a report by the Global Sustainable Investment Alliance, global sustainable investments reached $30.7 trillion in 2018, a 34% increase compared to 2016. Argentina, being a major player in the MERCOSUR region, has also seen a rise in sustainable investing. Companies in sectors such as renewable energy, agribusiness, and socially responsible tourism have attracted significant investments. This is not only due to their potential for strong financial returns but also their positive impact on the local economy and environment. As sustainable investing continues to gain traction, it is likely to reshape the financial landscape. Investors will increasingly consider the long-term sustainability and social impact of their investments. Companies that adopt sustainable practices and prioritize ESG factors will be rewarded with increased access to capital and market share. In conclusion, the rise of sustainable investing reflects a broader shift towards responsible and impactful investment practices. This trend is driven by the millennial generation and supported by growing evidence of the financial benefits of sustainable investing. As investors and companies recognize the importance of environmental and social sustainability, the world of finance is poised for a transformation.