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Morgan Stanley Sustainable Signals: Individual Investors Remain Positive on Sustainable Investing Despite Small Dip in Allocations
NEW YORK, April 23, 2026--Individual investor interest in sustainable investing continues to rise even as allocations slightly decline, according to a new "Sustainable Signals" report by the Morgan Stanley Institute for Sustainable Investing. The survey polled 2,250 active individual investors across North America, Europe and Asia Pacific (APAC) between February and March of this year to assess attitudes toward sustainable investing and where investors see the greatest opportunities and challeng
About this update from Morgan Stanley
[{"type":"list","items":[{"val":[{"type":"text","content":"Global interest in sustainable investing rises four points to 92%, yet average 2026 portfolio allocation slightly down from 2025 (31% versus 33%)","length":145,"tagName":"p","attribs":{}}]},{"val":[{"type":"text","content":"For majority of investors, expectations for financial returns drive sustainable investment interest level and decision-making","length":125,"tagName":"p","attribs":{}}]},{"val":[{"type":"text","content":"64% of investors see greater sustainable investing opportunity in private markets compared to publicly traded companies or instruments","length":134,"tagName":"p","attribs":{}}]}],"tagName":"ul","bulletedList":true,"length":404,"olType":false},{"type":"text","content":"NEW YORK, April 23, 2026--(BUSINESS WIRE)--Individual investor interest in sustainable investing continues to rise even as allocations slightly decline, according to a new "Sustainable Signals" report by the Morgan Stanley Institute for Sustainable Investing. The survey polled 2,250 active individual investors across North America, Europe and Asia Pacific (APAC) between February and March of this year to assess attitudes toward sustainable investing and where investors see the greatest opportunities and challenges.","length":530,"tagName":"p"},{"type":"text","content":"Globally, 92% of respondents say they are very or somewhat interested in sustainable investing, up from 88% in 2025. Three quarters already have some portfolio exposure to sustainable investments, 50% of whom first included sustainable options more than five years ago. Still, the average allocation in 2026 is down slightly from 2025 (31% versus 33%), pointing to a potential disconnect between sentiment and behavior.","length":419,"tagName":"p"},{"type":"text","content":""Our latest Sustainable Signals survey shows that performance continues to be the top driver of individual investors’ interest in sustainable investing as they look to achieve both market-rate returns and real-world impacts," said Jessica Alsford, Chief Sustainability Officer and Chair of the Institute for Sustainable Investing at Morgan Stanley. "Looking ahead, a majority of individual investors see greater opportunity for sustainable investments in private markets, especially for portfolio diversification and investing in innovation."","length":562,"t...