Three-quarters of active individual investors and 86% of Millennial active individual investors describe themselves as interested in sustainable investing.Countless studies show that companies pursuing sustainability (or ESG--environment, social, governance--as the investment community often refers to it) actually perform better on average than their more backward peers. In part, this seems to be because they do a better job of managing risks since they are scanning a broader horizon than just short term profits. It's also because sustainability (as compared to the older socially responsible investing) gives you insight into the future and engages employees at a deep level. Go to our Business page to see a slideshow on the business benefits to sustainability. Here's a link to the Morgan Stanley article.