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Sustainable investing has gained tremendous traction, with younger investors leading the charge. A recent Morgan Stanley report shows that 84% of U.S. individual investors are interested in sustainable investing. Among Millennials and Gen Z, this interest jumps to 85%. This trend highlights a big shift in financial priorities, as younger investors want their strategies to match their values.

Why Young Investors Prefer Sustainability

A key factor boosting the appeal of sustainable investments is investor confidence in financial performance. About 68% of people in Morgan Stanley’s surveys think sustainable investments can provide returns that are as good or better than traditional ones. This belief rose from 57% in 2019, which shows a clear trend. More people accept sustainable finance as a valid investment strategy.

  • 84% of U.S. individual investors express interest in sustainable investing, 77% globally.
  • Researchers recorded an 85% interest rate among Millennials and Gen Z.
  • Confidence in performance has increased from 57% in 2019.
  • About 84% believe that ESG funds can deliver returns that match the market while also creating positive social or environmental impacts.
percent of individual investors interested in sustainable investing
Source: Morgan Stanley

Newer market data reinforces this confidence. In the fourth quarter of 2024, global sustainable open-end and exchange-traded funds (ETFs) saw record inflows of $16 billion. This amount is nearly double the $9.2 billion from the previous quarter.

These steady inflows show that investors see sustainable assets as financially competitive. This is especially true as more data on long-term returns come out.

Younger generations, especially Gen Z and Millennials, care about ethical investing. They also want to secure their financial futures. They link sound financial performance to eco-friendly investments. This shift is changing the investment landscape and making sustainable finance a key part of mainstream investing.

Market Trends in Sustainable Investing

The growing momentum of sustainable investing reflects a larger market shift. Global sustainable assets under management (AUM) are about $30 trillion now. Bloomberg analysts expect them to rise to over $40 trillion by 2028.

ESG asset forecast value
Source: Bloomberg

Investors want more, and strong performance numbers support this explosive growth. This trend shows that customers care more about ethics in their investments, not just profits.

In the U.S., sustainable investment assets reached $6.5 trillion by the end of 2024. This amount makes up around 12% of all professionally managed assets. Meanwhile, sustainable funds’ assets globally reached $3.56 trillion, marking a 4.8% increase from the prior year.

Sustainable funds made up 6.8% of total assets, down from 7.3% in 2023. Still, strong inflows show that investors remain interested, even with market ups and downs.

Remarkably, the Morgan Stanley survey suggests that nearly 80% of global investors take a company’s carbon footprint reporting and its plans to cut greenhouse gas emissions into account when deciding on new investments.

reporting environmental issues or GHG emission reductions
Source: Morgan Stanley

However, this does not mean traditional energy companies are excluded. In fact, 51% of investors are open to investing in traditional energy companies if they have strong plans to lower emissions and address climate change.

This interest is even higher among investors who are very focused on sustainable investing:

  • 62% of those highly interested in sustainable investing would consider traditional energy firms with solid climate plans.
  • 55% of those who list climate action as a top priority would also invest under these conditions.
Investors would invest in traditional energy companies
Source: Morgan Stanley

Investors are clearly looking for companies to show clear strategies for reaching their decarbonization goals. At the same time, many individual investors are also seeking ways to reduce the carbon footprint of their own portfolios. More than 60% said they would likely buy carbon offsets if they were available.

investors likely to buy carbon offsets for portfolio
Source: Morgan Stanley

Gen Z and Millennials: The New Financial Powerhouses

Generational influence is palpable in today’s financial markets. Gen Z and Millennials make up almost 60% of the global workforce. This gives them the power to shape corporate strategies and practices.

These two generations are not only prepared to invest but also to drive sustainable consumption patterns. Their values focus on social responsibility and longevity. These beliefs guide the path of sustainable finance.

The survey found that younger investors show much stronger interest in sustainable investing than older groups. 99% of Gen Z (ages 18–28) and 97% of Millennials (ages 29–44) are interested, with about 70% of each group “very interested.”

68% of Gen Z and 65% of Millennials have over 20% of their portfolios in investments with positive social or environmental impact, compared to 37% of Gen X and 22% of Baby Boomers.

Additionally, 80% of Gen Z and Millennials plan to increase these investments, versus 56% of Gen X and 31% of Boomers.

Corporate reporting has adapted accordingly. In 2024, about 90% of S&P 500 companies have published ESG reports. Many of these reports explain how climate change and social factors affect their operations and long-term plans. This rise in ESG disclosures signals that companies recognize investor expectations regarding transparency and sustainability.

The Future of Sustainable Investing

The implications of this shift are significant. Sustainable investing has transitioned from a perceived ethical choice to a financially sound strategy. As regulations grow, following ESG principles is now essential. Companies must adopt these practices to ensure long-term success and earn investor trust.

In the U.S., the SEC plans to complete climate disclosure rules by 2025. Companies must share detailed data on their greenhouse gas emissions and climate risks.

The U.K. will start new rules in April 2025. Funds using terms like “sustainable” or “ESG” must meet strict criteria. These rules are based on one of four official fund classifications. These developments aim to reduce greenwashing risks and offer clearer information to investors.

Yet, the market faces short-term hurdles. In March 2025, ESG-focused mutual funds and ETFs saw a net outflow of $2.94 billion. This shows that investors are cautious due to political pushback and economic uncertainty. Moreover, ESG bond fund revenue growth has stagnated in Europe, rising just 2% in 2024.

Despite current headwinds, the long-term outlook remains strong. A US SIF survey shows that 73% of asset managers expect sustainable investing to continue growing rapidly over the next two years. Several factors drive this optimism. These include client demand, changing regulations, better ESG data quality, and corporate innovation.

This shift shows that sustainable investing is here to stay. It is changing how consumers behave and how companies plan, and it is happening on a large scale. This will change financial landscapes in the years ahead.

The post The Rise of Sustainable Investing: Why It Is Winning Over Young Investors (and Big Money) appeared first on Carbon Credits.

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Carbon Footprint

Insetting vs Offsetting: Which Actually Counts Toward Your Scope 3 Targets

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The accounting differences that decide whether your nature investment shows up in inventory, in BVCM, or nowhere at all.

The question reaches a procurement team about three weeks before the next sustainability committee meeting. Someone has read about insetting. Someone else has just signed off on an offset purchase. The CSO wants to know if the two are interchangeable. The answer is no, and the GHG Protocol Land Sector and Removals Standard is the reason why.

This article walks through what each term means at audit-grade specificity, what the standards actually say about how each gets counted, and how to decide which tool fits which target. The insetting vs offsetting question is one of the most-searched in corporate climate strategy, and one of the most poorly answered. By the end of this piece, you should be able to brief a committee on the difference without notes.

The two definitions, in plain English

Offsetting means buying carbon credits generated outside your value chain and retiring them against your residual emissions. The reduction happens somewhere else, financed by you, and the credit is the receipt.

Insetting means investing in emission reductions or removals inside your own value chain, typically with suppliers, where the reduction is directly linked to the products and services you buy. The reduction happens inside the boundary of your Scope 3 inventory, and the accounting treatment is fundamentally different.

The shorthand from the University of Oxford’s Nature-based Insetting Initiative is useful: insetting is what you do with the supply chain you have; offsetting is what you do with the supply chain you do not have.

What the GHG Protocol Land Sector Standard actually says

The GHG Protocol Land Sector and Removals Standard, finalised in 2024 after a multi-year pilot, sets the rules for how land-based emission reductions and removals enter corporate inventories. The Standard distinguishes between inventory accounting (Scope 1, 2, and 3) and project or intervention accounting (a separate methodology for crediting).

For insetting, the practical implication is that supplier-level interventions, when properly measured and attributed, can reduce your Scope 3 category 1 (purchased goods and services) emissions in your inventory. The reduction is not a credit retired against the inventory; it is a lower inventory number, period.

For offsetting, the credit is retired separately. It can be reported as a contribution toward a net-zero claim under the SBTi Beyond Value Chain Mitigation framework or as part of a VCMI Carbon Integrity claim, but it does not lower the inventory number.

A practical consequence: if your Science Based Target requires a 50% absolute reduction in Scope 3 emissions by 2030, insetting moves you toward the target. Offsetting does not. This single point of difference reshapes the procurement decision.

When insetting counts toward Scope 3 (and when it does not)

Insetting counts toward Scope 3 only when several conditions are met:

  • The intervention must occur with an entity in your value chain.
  • The emissions reduction or removal must be measured against a defensible baseline.
  • The reduction must be attributed to your share of that supplier’s output, not double-counted with other buyers.
  • It must follow the inventory accounting rules in the GHG Protocol Land Sector Standard, not the project accounting rules used to generate credits.

The most common failure mode is double counting. If your supplier sells the same reduction as a credit on the voluntary market and also reports it to you as a Scope 3 reduction, the math breaks. The Standard requires you to address this risk, typically by purchasing and retiring the supplier-issued credit as part of your inventory or by contractual provisions that prevent the supplier from selling the reduction twice.

When insetting does not count toward Scope 3: when the intervention sits with a supplier you do not buy from, when the baseline is not defensible, when the attribution is unclear, or when the documentation does not survive audit. Those cases default to Beyond Value Chain Mitigation, which is still useful but operates on a different ledger.

The procurement and supplier engagement question

Insetting is harder than offsetting. That is the unfashionable truth most buyers eventually confront. Offsetting is a transaction; insetting is a relationship.

To run an insetting program, you need supplier mapping precise enough to know which farms or facilities sit at which Scope 3 boundary. You need an engagement model that gets suppliers to participate, which usually requires multi-year commitments and shared economics. You need an MRV architecture that measures the right things and produces audit-ready documentation. And you need a contractual structure that prevents double counting and protects both sides.

The trade-off you receive in return is significant. Reductions count against your inventory rather than your residual. Supplier relationships deepen, which protects sourcing continuity. Yield and quality improvements often follow regenerative interventions, which reduces your input cost over time. And the regulatory file, under CSRD, CSDDD, EUDR, and the SBTi FLAG Guidance, is materially stronger.

Choosing the right tool for the right target

A practical decision rule. If your target is a science-based Scope 3 reduction and you operate in a FLAG sector or source FLAG commodities, insetting is the structurally correct tool. If your target is a net-zero claim that includes neutralising hard-to-abate residual emissions outside your value chain, BVCM via high-integrity offsets is the structurally correct tool. Most companies with material Scope 3 exposure need both, in different proportions, sequenced over time.

The sequencing matters. Insetting takes longer to stand up but produces a permanent reduction in the inventory. Offsetting can be transacted faster but does not change the inventory and now sits under tighter claim restrictions. Treat them as complementary tools with different jobs, not as substitutes. The Accountability Framework Initiative and the IUCN Global Standard for Nature-based Solutions both provide useful guardrails for the insetting side, with biodiversity, human rights, and benefit-sharing requirements that go beyond carbon math.

If you are mapping a Scope 3 reduction roadmap and need to scope which interventions count toward your inventory versus which sit in Beyond Value Chain Mitigation, the carbon and sustainability experts at Carbon Credit Capital can help you structure a nature-based supply chain investment program that fits your FLAG exposure, your target architecture, and your audit horizon. Schedule a consultation.

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Carbon Footprint

Net zero needs nature: a carbon credit guide

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Net zero is often described as a balancing act: cut what you can, account for the rest, and reach zero on the ledger. That framing is useful, but it leaves something out. It treats every tonne of carbon as interchangeable and every route to zero as equally sound, while the science tells a more specific story.

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Carbon Footprint

Deforestation in Malawi: causes and solutions

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Malawi has lost a striking share of its forests over the past three decades. Woodlands that once covered well over a third of the country now cover less than a quarter, and the pressure on what remains is increasing. Behind those figures sit two practical questions: what is driving the loss, and what reverses it?

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