Sustainable investing communication strategies for 2026 

Our experience working with several firms offering sustainable, impact, or values-based investing approaches supports this trend.  One impact investing wealth advisor told us the firm had its best year ever in 2025. Another sustainable ETF provider wrote about the many ways it's found to profitably invest in sustainable energy. We also supported a faith-based asset manager in the successful launch of two ETFs catering to investors who wish to align portfolios with their Christian values. A green bond fund manager shared how he was able to find green bonds in new areas despite a reduction in issuance.

Far from retreating, these firms and others remain focused on reaching their target audience and have evolved how they communicate.

Here are some of the communications strategies we are seeing from sustainable investors:

• Focus on measurable impact – 29% of those surveyed by US SIF say they are focused on demonstrable financial materiality. This requires doing the research and telling the story of why an investment decision will drive financial outcomes over time. This can mean direct investments in projects that have outcomes that can be measured and reported on – such as emissions reductions, fewer pollutants entering waterways, or loans granted to start-up businesses in underserved areas.
• Alignment with the investment opportunity of an energy transition – Those surveyed by US SIF reported prioritizing investments in the areas of the economy where the transition is taking place including energy, innovation, and transport (with 86%, 76% and 72% invested respectively).
• A retreat from the use of ESG terminology – US SIF’s Trends report found 25% have stopped using the term ESG. As ESG and discussions about sustainability face political backlash, firms are reframing discussions to focus around risk, innovation and value creation which resonate with investors regardless of ideology. In addition, terms like impact and values alignment are also being used.
• Focus on client customization – The ability to customize separate accounts for clients based on a variety of factors has been a significant growth opportunity for asset and wealth managers, some of whom are focusing on impact. This can range from portfolios that are 100% impact investing-aligned to those offering clients an opportunity to move just a portion of their portfolio toward sustainable investments. Some firms offer clients the opportunity to avoid certain investments that don’t align with their values. The most sophisticated platforms seek to replicate market index returns by replacing unwanted investments with alternatives that can achieve similar investment outcomes and not reduce returns.
• Emphasis on transparency – Investors want to see and hear about methodology and measurement. Leading firms are describing the strong frameworks they use to select investments to demonstrate integrity in their process. They are also connecting those frameworks to measurable results in order to build trust. Reporting should incorporate powerful stories that show the impact of investing sustainably, but also back those stories up with data.
• Multi-channel engagement – A traditional impact report is expected, but many firms are engaging sustainable investors across other channels including website data reporting and infographics, fact sheets, social media posts, thought leadership and video storytelling to illustrate outcomes.

Far from going away, sustainable investors representing 11% of the market serve a meaningful segment of the US investment universe. A focused and dedicated group of experienced investors remain committed to serving investors interested in these strategies. Let us know if you are looking to tell your sustainable investing story to reach this enduring market.