Business · Markets · 5 hrs ago
Interest in sustainable investing rises as concerns about greenwashing grow
A Morgan Stanley survey found that 92% of individual investors surveyed are interested in sustainable investing, up from 88% in 2025.
The 2,250 respondents were active or somewhat active investors in North America, Europe and Asia-Pacific, with more than $100 billion in investable assets.
Despite rising interest, the average share of their portfolios allocated to sustainable investments dipped to 31% from 33%.
A quarter said their top priority was broad sustainability goals covering environmental and social issues, while economic empowerment and health and wellbeing each ranked first for 15%.
Investors also said financial returns matter: 45% linked their interest to supporting real-world outcomes while earning market-rate returns, and 40% expected sustainable investments could outperform traditional ones.
At the same time, 32% named concern about greenwashing as a very significant barrier, up from 27% a year earlier.
The survey also found concerns about transparency and trust in reported data rose to 30% from 28%, alongside gaps in knowledge and tools for measuring impact.
Interest in sustainable investing among individual investors rose to 92% in 2026, up from 88% in 2025, according to a Morgan Stanley survey.
At the same time, the average share of investment portfolios allocated to sustainable investments fell to 31% from 33%.
Concern about greenwashing was the most-cited very significant barrier, named by 32% of respondents, up from 27%.
A quarter of respondents said their top thematic priority was advancing environmental and social sustainability goals.
The survey found that financial returns were also a key factor in investors’ interest.
- Who
- Morgan Stanley surveyed 2,250 individual investors identified as active or somewhat active.
- What
- The survey found rising interest in sustainable investing, alongside increased concern about barriers including greenwashing.
- When
- The survey was published in 2026; the comparison figures are from 2025.
- Where
- Respondents were from North America, Europe and Asia-Pacific.
- Why
- Respondents cited supporting real-world outcomes alongside market-rate financial returns or the possibility of higher returns.
This story does not have two clearly opposing sides.
No direct quotes in the coverage so far.
The survey recorded sustainable-investing interest at 88% and an average portfolio allocation of 33%.
Interest rose to 92%, while the average portfolio allocation fell to 31%.
The share naming greenwashing a very significant barrier reached 32%, up from 27% in 2025.
- Survey respondents
- 2,250 individual investors
- Overall interest
- 92% in 2026; 88% in 2025
- Average sustainable allocation
- 31% in 2026; 33% in 2025
- Greenwashing barrier
- 32% called it very significant, up from 27%
- Top thematic priority
- 25% chose advancing environmental and social sustainability goals
Sources
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