The 2025 edition of Morgan Stanley’s Sustainable Signals survey reveals that interest in sustainable investing remains robust, with 88% of individual investors globally expressing interest—rising to 99% among Gen Z and 97% among Millennials.
While motivations vary by region—real-world impact drives interest in North America and APAC, while financial returns are key in Europe—investor sentiment is largely optimistic. Over half of global investors plan to increase their sustainable allocations in the coming year, driven by confidence in their performance and diversification benefits.
Yet, barriers persist: greenwashing concerns, lack of transparency, and insufficient ESG-focused advice remain top challenges, particularly for younger generations. In fact, over 90% of Gen Z and Millennials say ESG offerings influence their choice of advisor or platform.
Top priorities include renewable energy, energy efficiency, and reducing pollution and waste. The vast majority (84%) of respondents believe that strong ESG practices can coexist with profitability.
Source: Morgan Stanley
