ESG investing – which focuses on environmental, social and governance (ESG) metrics – is the latest iteration of ethical or sustainable investing, whereby investors aim for returns without compromising their principles. ESG considers a company's impact on the environment and society and operational matters such as transparency over leadership decisions, executives' pay, diversity, and shareholders' rights, alongside typical financial metrics.
The rise and fall of ESG investing
ESG investing peaked between 2020 and 2022 with a surge of fund launches and record asset flows driven by huge subsidies for clean energy and ultra-low interest rates, which encouraged investment in alternative assets. Covid also fostered a re-evaluation of priorities and a growing emphasis on ethics and sustainability. Investments in global ESG funds topped $645 billion in 2021.
The bubble burst when central banks began hiking interest rates to squeeze out inflation after the pandemic. Higher borrowing costs made speculative clean-energy projects more expensive and risky, exacerbating the impact of the broader flight to safety.
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It was feared that ESG investing could go the way of socially responsible investing (SRI), its precursor in the 1990s. That trend saw investors focus on growth stocks as they filtered out the likes of tobacco, alcohol and defence stocks, which tended to be value and income stocks. Then the growth bubble burst and SRI withered on the vine. “What I call ESG 1.0 is really a resurrection of that [SRI] movement,” Alec Cutler, manager of the Orbis Global Balanced fund, told Citywire in 2023.
The ESG boom was also interrupted by the energy crisis after Russia invaded Ukraine in 2022, which pushed many nations to prioritise energy security – a concern reinforced by the war in Iran – and by a political and regulatory backlash in the US that has spilt over into Europe. ESG has been dismissed as “woke capitalism”.
US president Donald Trump has announced further drilling to bolster fossil-fuel production in the US. He also withdrew the US from the UN Framework Convention on Climate Change and pulled the US out of the Paris Climate Agreement for the second time. At the COP30 climate-change conference in Brazil last year, many were disappointed by the lack of agreement on moving away from fossil fuels.
Recently, former prime minister Tony Blair urged the government to drop its commitment to net-zero and focus on North Sea oil and gas exploration to generate energy for AI. Trump has also pushed back against diversity, equity and inclusion initiatives, with large US companies such as Amazon, Disney, Google, and Meta following suit.
The challenges of ESG investing
Against this backdrop, many asset managers have scaled back commitments to ESG, while funds have dropped the term from their names amid large outflows. Larry Fink, CEO of the world's largest asset manager, BlackRock, perhaps sensing the change in the mood music around ESG, announced in 2023 that he would stop using the term, despite having previously advocated the investment strategy.
Another difficulty was that ESG, like SRI, had always struggled with ambiguity. The term is subjective, as ethics are personal. ESG strategies generally back companies developing renewable energy or prioritise capital-light firms with low carbon footprints. This could mean excluding tobacco, fossil fuels and defence companies to focus on firms tackling climate change.
However, as there is no universal, legal definition, ESG relies on differing interpretations of what it means to be ethical or sustainable. For instance, defence could be taboo for one investor or ESG-focused fund, but to another it could be deemed crucial to national security and social stability, and thus perfectly acceptable. Similarly, nuclear energy is considered costly and dangerous by some, as it produces radioactive waste. But to others, it is a vital source of low-carbon electricity and critical to the energy transition.
Furthermore, factors comprising ESG can change over time. For instance, governance was once the primary focus, but now environmental and social aspects, such as diversity, are more prominent. This subjectivity has led to differences in how rating agencies score a company's ESG characteristics and there can sometimes be conflicting scores and priorities.
This has triggered concerns about companies and funds “greenwashing” their environmental credentials: using marketing or advertising to make vague, misleading or false claims about their operational impact on the environment. In 2025, Environmental law charity ClientEarth filed a complaint against BlackRock, accusing the world's largest asset manager of calling its funds sustainable despite having invested over $1 billion in fossil-fuel companies, such as Shell and BP. BlackRock has since made changes to many of its funds.
According to a survey by Hargreaves Lansdown, 75% of its clients think it important that their investments reflect their values, with cybersecurity, anti-corruption, bribery and water security key issues. Meanwhile, 47% of women agreed that responsible investing, which includes ESG measures and companies that make a “positive, measurable impact”, is important, compared with 28% of men.
Other asset managers, such as Vanguard Investments Australia and UniSuper, have also been accused of mislabelling their funds.
Since 2022, markets have shifted towards AI or capital-intensive sectors, such as banks and oil. But ESG funds still manage $3.9 trillion in assets, says investment platform Morningstar.“While it may look like responsible investment is a busted flush,” says Darius McDermott, managing director at online research centre and fund ratings agency FundCalibre, “the reality is more nuanced. The atmosphere has changed, and... responsible strategies have had a difficult run of performance. But [the] urgent need to decarbonise our economy remains.”
Despite political scepticism over renewables in the US, the private sector is pressing ahead with investments, backing the energy transition. Several US Republican lawmakers still back the Biden-era Inflation Reduction Act, which provides $369 billion in spending and tax incentives to bolster clean energy and lower greenhouse-gas emissions. “Even if it is partially repealed, this won't necessarily affect the bottom line of all decarbonisation companies,” says McDermott.
Deregulation, such as changes to the US planning framework, could accelerate investment in renewable infrastructure, as occurred during Trump's first term. But McDermott's “biggest concern” is sticky inflation and interest rates that could stay high for longer than expected, potentially deterring the large capital investment needed to decarbonise economies.
ESG investing makes a comeback
Although the hype around ESG investing has subsided, “most mainstream fund managers integrate financially material environmental, social and governance risks and opportunities into their investment processes”, says Dominic Rowles, head of ESG at retail-investment platform Hargreaves Lansdown. Global sustainable funds enjoyed a modest recovery in the first quarter of this year, with $3.5 billion in net inflows thanks to a rebound in Europe, says Morningstar. The US, however, saw its 14th straight quarter of outflows at $4.3 billion. ESG investing is “not a fad, nor do the reasons for it delivering good long-term returns fade”, says Peter Michaelis, head of Liontrust's sustainable investment team. “The broad themes of improving resource efficiency, quality of life and resilience will persist, and companies delivering them will see strong growth.”
A source of future demand
There are also generational differences. According to a survey in April 2025 by Morgan Stanley, Millennials (those born between 1981 and 1996) and Generation Z (1997-2012) were more likely to be interested in sustainable investing than Generation X (1965-1980) and baby boomers (1946-1964). “As the largest living adult cohort, [Millennials'] preferences matter – and studies show that they are willing to change their buying habits based on their views of a company's sustainability credentials,” says Rowles.
Meanwhile, regulators are tackling greenwashing. The Financial Conduct Authority's (FCA) Sustainability Disclosure Requirements require claims relating to sustainability to be “fair, clear, and not misleading”. The EU has introduced the Corporate Sustainability Reporting Directive, which obliges 50,000 European companies to disclose information on a broad range of ESG issues, and the EU Circular Economy Action Plan to encourage capital toward green infrastructure.
FundCalibre's Darius McDermott says investors should not focus on labels when picking a sustainable fund, but consider holdings, exclusions, engagement policies, proxy voting records, and ESG metrics, as well as any third-party verification and the consistency of the fund's investment approach.
He points to the £623 million Janus Henderson UK Responsible Income Fund. “For investors seeking a sustainable yield, in both senses of the word, it remains an attractive option.” The fund avoids sectors it considers environmentally and socially harmful, such as alcohol, animal testing, weapons manufacturing, fossil fuels, nuclear power, gambling, and tobacco. Its top holdings include AstraZeneca, London Stock Exchange Group, HSBC, National Grid and Smith & Nephew.
“Most ESG themes are driven by long-term structural demand,” adds McDermott. The Regnan Sustainable Water and Waste Fund targets the need for improved water supply and waste management amid growing urbanisation and global wealth. The £240 million global fund consists largely of local operators that are less exposed to tariffs and geopolitical disruption than multinationals. Top holdings include Cia Saneamento Basico Do Estado de Sao Paolo, a Brazilian water and waste management company, and Watts Water Technologies, a US manufacturer of plumbing and heating products.
Liontrust's Peter Michaelis says that the challenge over the last few years has been that market leadership has been concentrated in the AI hyperscalers, defence, mining, and oil sectors, which Liontrust's Sustainable Future funds avoid completely, or are underweight in. “We have always favoured a multi-thematic approach focused on areas such as innovation in healthcare, renewable energy infrastructure, and cybersecurity.”
Although the heady days of ESG investing inflows are unlikely to return and political headwinds remain, the market is maturing. Demonstrating greater resilience than SRI, ESG remains a key tenet of the global investment landscape.
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