Rayford Wilkins, Jr. Director | Morgan Stanley
Morgan Stanley's recent "Sustainable Signals" report highlights the strong and stable interest in sustainable investing among individual investors. The survey, which included 1,765 investors from North America, Europe, and Asia Pacific with more than $100,000 in investable assets, was conducted to assess attitudes and perceptions toward sustainable investing.
A key finding from the survey shows that 88% of global investors express interest in sustainable investing. Interest is particularly high among younger investors, with 99% of Gen Z and 97% of Millennial investors showing interest. Nearly two-thirds (64%) of investors reported increased interest in sustainability over the past year.
Jessica Alsford, Chief Sustainability Officer and Chair of the Institute for Sustainable Investing at Morgan Stanley, stated, "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."
Among the survey's notable insights, 59% of investors plan to increase their sustainable investment allocations within the next year. Confidence in performance was the primary reason for this decision, cited by 24% of respondents. Meanwhile, a third (31%) of investors intend to maintain their current allocation, citing portfolio diversification as the main reason.
Energy transition emerged as a top investment priority, with over 80% of respondents recognizing opportunities for returns in this sector. Regional differences were noted, with North American investors focusing more on healthcare affordability, while European and APAC investors emphasized energy storage and agricultural sustainability.
The report also highlights that almost 80% of global investors may choose financial advisors or platforms based on their sustainable investing offerings—a preference more pronounced among Gen Z (96%) and Millennial (92%) investors.
"Sustainable Signals" was launched in 2015 by the Morgan Stanley Institute for Sustainable Investing to understand attitudes toward sustainable investing among individual and institutional investors, as well as corporations.
Morgan Stanley is a global financial services entity providing various services, including investment banking and wealth management, while the Morgan Stanley Institute for Sustainable Investing aims to develop finance solutions that yield both financial and societal benefits.
For further information, consult the full survey results on Morgan Stanley's platform.