• 88% of global investors express interest in sustainable investing, with nearly all Gen Z (99%) and Millennial (97%) investors leading the charge.
• 59% plan to increase their allocation to sustainable investments in the next year, driven primarily by confidence in financial performance.
• Clean energy and energy efficiency rank as top investment priorities, with 80%+ viewing energy transition as a return-generating opportunity.

Investor appetite for sustainable investments remains robust, according to Morgan Stanley’s latest Sustainable Signals report. The survey of 1,765 high-net-worth individuals across North America, Europe, and Asia Pacific reveals that 88% are interested in sustainable investing, underscoring continued momentum across regions and demographics.

“Our Sustainable Signals survey shows that investors across demographic groups and regions continue to believe that investments can achieve both positive real-world outcomes and competitive market-rate returns,” said Jessica Alsford, Chief Sustainability Officer and Chair of the Institute for Sustainable Investing at Morgan Stanley.

Generational leadership is pronounced: 99% of Gen Z and 97% of Millennials show interest in sustainable strategies, with nearly two-thirds (64%) of all investors reporting increased interest in the past year.

Allocation decisions are shifting:

• 59% of investors plan to boost their sustainable investment allocations within the next 12 months.
• The top driver? Growing confidence that sustainable options offer returns on par with—or better than—traditional investments (24%).
• Other motivators include visible climate impacts and a desire for portfolio diversification.

“Younger investors plan to increase portfolio allocations to sustainable options at higher rates and prioritize a broader range of environmental and social issues when making investment decisions,” Alsford added. “This suggests that sustainability could become an even greater focus area for investors in the future as younger generations gain more financial influence.”

RELATED ARTICLE: Morgan Stanley Survey Finds Majority of Investors Planning to Increase Sustainable Investments This Year

Clean energy leads investment themes, with renewable energy and energy efficiency consistently ranked as top priorities across all regions. Over 80% of investors view the global energy transition as a compelling investment opportunity.

• Regional preferences vary: North American investors favor healthcare affordability, while those in Europe and APAC focus more on battery tech, energy storage, and regenerative agriculture.

Advisory services are under pressure to evolve: Nearly 4 in 5 investors are likely to choose advisors or platforms based on sustainable offerings—a figure that jumps to 96% for Gen Z and 92% for Millennials, highlighting a key differentiator for wealth managers navigating generational shifts.

Morgan Stanley has conducted its Sustainable Signals research series since 2015 to track the evolving landscape of ESG investing among individual, institutional, and corporate investors.

Read the full survey here.

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