Nearly two-thirds of all investors (64%) say their interest in sustainable investing has increased in the last year.
Investing in Sustainable Companies
A recent survey shows that interest in investing in sustainable companies is strong as nearly nine in ten investors (88%) express interest in sustainable investing. This demonstrates that enthusiasm for aligning financial portfolios with environmental and social values is far from a niche trend. Notably, younger generations are at the forefront of this movement, with almost all Gen Z (99%) and Millennial (97%) investors reporting interest in sustainable investment options.
Growing Interest in Investing in Sustainable Companies
Interest in investing in sustainable companies is on the rise. In fact, nearly two-thirds (64%) say their interest in sustainable investing has increased over the past year, signaling a deeper commitment to integrating sustainability considerations into financial decision-making. This growing interest spans across demographic groups and geographic regions, illustrating a widespread belief that investors can pursue both competitive market returns and real-world impact.
Future Allocations Point to Continued Sustainable Investing
Looking ahead, almost three in five investors (59%) plan to increase their portfolio allocations to sustainable investments within the next year. This forward-looking behavior underscores a shift in investor mindset to one that no longer sees investing in sustainable companies as a compromise, but rather as a strategy for long-term value creation and responsible growth.
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Morgan Stanley Sustainable Signals: Individual Investors 2025
Research publisher
Morgan Stanley is a leading global financial services firm providing a wide range of investment banking, securities, wealth management and investment management services. With offices in 42 countries, the Firm’s employees serve clients worldwide including corporations, governments, institutions and individuals.
Methodology
From February 18 to March 25, 2025, a sample of 1,765 individual investors were surveyed across North America (U.S., Canada, Mexico), Europe (U.K., France, Germany, Spain, Sweden, Denmark, Norway, Ireland, Austria, Switzerland, Belgium, Netherlands) and Asia Pacific (APAC, including China, Japan, India, Malaysia, Singapore, Taiwan, Hong Kong, Philippines, Australia, New Zealand). For all geographies, respondents were required to be self-identified ‘active’ or ‘somewhat active’ investors between 18-80 years old with over $100,000 in investable assets, excluding personal retirement accounts, employer-sponsored retirement accounts, cryptocurrencies and personal real estate. There were exceptions for those between 18-28 years old (Gen Z), where there was not a $100,000 minimum requirement for investable assets, however all other qualifiers did apply. For the U.S., the sample was matched to 2020 Census records for gender identity, sexual orientation, race and ethnicity, age and geography. For Canada, Mexico, Europe and APAC, the sample was representative for gender identity and age.
