As per ESG Today, Morgan Stanley surveyed over 2.800 worldwide investors with over 100.000 USD in investible assets across the US, Germany and Japan, to name a few markets and company representatives found that over 77% of the participants said they are interested in sustainable investment.

Of all investors, 40% said they are "very interested" in the subject and 57% said that their interest increased over the past two years and 54% expect to increase their investments in sustainability over the next 12 months.

US and Europe-based investors showed the highest interest in sustainable investment and also those are the ones that are the most expected to also invest in sustainable development. Thus, 84% of the US respondents, as well as 85% of those from Europe, said that they are looking to spend money on sustainability.

The sustainability-focused mindset when it comes to investing increases especially within millennials from these regions, as in the US, 96% of young investors are likely to finance sustainability-focused businesses, as well as 97% in Europe.

By contrast, in Japan only 56% of the surveyed investors showed interest in sustainable development and just 36% of those manifested an increased interest in the matter. This, Morgan Stanley officials say, is likely due to the development of the sustainable investing market in the region.

The survey conducted by experts at Morgan Stanley can be consulted here.

As far as barriers in sustainable investment goes, respondents say that inflation remains one of the biggest obstacles (for 56% of them), while new science findings placing two (in 53% of the cases). Greenwashing also occupies a top position on the list of elements that make sustainable investments off-putting, with 61% of the potential investors being aware of this trend.

A large number of the surveyed investors (82%) believe that companies should address sustainability issues, including 77% who suggest that companies should also find solutions for the social issues. Accordingly, 80% of them are carefully looking into a company's sustainability practices, carbon reduction schemes and climate commitments, when making a new investment.