---
title: "Individual investors globally surveyed for Morgan Stanley Sustainable Signals 2026 edition; Two-thirds see opportunities in private markets"
sdDatePublished: "2026-04-30T19:01:00Z"
source: "https://www.morganstanley.com/content/dam/msdotcom/en/assets/pdfs/Sustainable_Signals_Individual_Investors_2026_-_Morgan_Stanley_Institute_for_Sustainable_Investing.pdf"
topics:
  - name: "financial and business service"
    identifier: "medtop:20000271"
  - name: "financial service"
    identifier: "medtop:20001370"
  - name: "economy, business and finance"
    identifier: "medtop:04000000"
  - name: "economy"
    identifier: "medtop:20000344"
locations:
  - "Canada"
  - "Japan"
  - "China"
  - "United Arab Emirates"
  - "United States"
  - "Ireland"
  - "United Kingdom"
  - "India"
  - "Norway"
  - "New Zealand"
  - "Denmark"
  - "Qatar"
  - "Philippines"
  - "Singapore"
  - "France"
  - "Saudi Arabia"
  - "Malaysia"
  - "Netherlands"
  - "Belgium"
  - "Switzerland"
  - "Taiwan"
  - "Australia"
  - "Sweden"
  - "Austria"
  - "Mexico"
  - "Spain"
  - "Bahrain"
  - "Germany"
---


Individual investors globally surveyed for Morgan Stanley Sustainable Signals 2026 edition; Two-thirds see opportunities in private markets

Sustainable Signals
INDIVIDUAL INVESTORS 2026

Key takeaways for 2026
We surveyed 2,250 individual investors globally to understand their current thoughts around sustainable investing.
Allocation to
sustainable investments
is slightly down,
although sentiment
remains positive
Headline numbers around
interest in sustainable investing
remain at very high levels, at
92% of global respondents,
up four points from 2025. The
average portfolio allocation to
sustainable investments is 31%
this year, slightly down from
33%, demonstrating that there
can be a disconnect between
expressed views and behavior.
Investor expectations
about returns drive
portfolio allocations
Over 80% say financial returns
are a key driver of their interest
in sustainable investing, and
expectations about returns
continue to drive allocation
plans. This year, 64% say
they plan to increase their
sustainable investment exposure,
citing confidence in financial
performance. Another 28%
expect to maintain allocations,
often due to diversification,
while 5% plan to reduce
exposure, most commonly
citing disappointing returns.
Thematic interests span
a broad range of topics,
while greenwashing
remains a key barrier
A quarter say that their top
thematic goal is to advance a
combination of environmental
and social objectives in their
portfolio, followed by 15%
naming each of financial inclusion
and health and wellness as their
top priority. While almost a third
say greenwashing is a very
significant concern, more than
three-quarters see sustainable
investment options as a
differentiator when selecting
a financial advisor.
Two-thirds see greater
opportunities for
sustainable or impact
investments in private
markets
Globally, 40% of investors have
private market assets in their
portfolios today and a further
34% would like to in future. Most
see greater opportunities for
sustainable or impact investments
in private markets compared
to public markets. Those with
most exposure to sustainable
investments are more likely to
have private market investments
today (55%), driven by the ability
to invest in innovation as well as
for portfolio diversification.
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

DATA SOURCE
The source for all charts is the survey, unless
otherwise indicated. For more information
on the sample profile and quotas, please see
page 20.
 CONTACT US
For any questions related to the report, please reach out to the Institute for Sustainable Investing team at
globalsustainability@morganstanley.com.
To get insights like this report delivered to your inbox, subscribe to the Institute for Sustainable Investing’s newsletter.
SIGN UP
About the Sustainable Signals Series
This report is led by the Morgan Stanley Institute for Sustainable Investing
(“Institute”) and presents results from an online survey of individual
investors conducted by iResearch on behalf of the Institute. This is a
different vendor to previous editions, but the methodology and sample
design remained very similar, so results are comparable to the 2024 and
2025 editions. This report is the latest in the “Sustainable Signals” series,
which is designed to identify global market trends in sustainable investing.
From February 19 to March 16, 2026, a global sample of 2,250 individual
investors were surveyed across North America, Europe and Asia Pacific.
For the first time, the survey also went to 500 respondents in MENA,
but for comparability this group is not included in the global total.
For all geographies, respondents were required to be self-identified
‘active’ or ‘somewhat active’ investors between 18–80 years old with
over $100,000 in investable assets, excluding personal retirement
accounts, employer-sponsored retirement accounts, cryptocurrencies
and personal real estate. There were exceptions for those between
18–28 years old (Gen Z), where there was not a $100,000 minimum
requirement for investable assets, however all other qualifiers did apply.
METHODOLOGY
In line with prior year methodology,
Morgan Stanley set quotas for respondent
numbers by generation and gender in order
to generate a large enough sample size to
understand views of younger respondents.
This may mean that the demographics in our
sample vary from the make up of investors
with over $100,000 in non-retirement
investment accounts.
TERMINOLOGY
The following definition was provided to
respondents:
“Sustainable investing” is the practice of
making investments in companies or funds
that aim to achieve market-rate financial
returns while considering positive social
and/or environmental outcomes.
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Sentiment & Allocations
 5
Return Expectations &
Allocation Decisions
 8
Themes & Priorities
 11
Private Markets
 14
MENA
 17
Sample Design
 19
TABLE OF CONTENTS
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Sentiment & Allocations
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Sentiment on sustainable investing remains at high levels
Headline numbers around interest in sustainable investing remain at very high levels. Globally, 92% of respondents say they are very or somewhat
interested, up four points from 2025. European investors report the greatest increase, particularly in the very interested group which is up 11 points
year-over-year. By generation, both Gen Z and Millennials report slightly lower levels of interest (down 2-3 points from 2025, from very high levels).
However, this year’s sample contained more Gen Z respondents* who still have higher interest levels compared to older generations, offsetting this
decline in the overall numbers.
How interested are you in sustainable investing?
Source: Morgan Stanley Institute for Sustainable Investing, April 2026. Data as of March 16, 2026.
*The 2026 sample had 20% Gen Z respondents compared to 15% in 2025. This partly reflects more of Gen Z being captured by the 18-80 age range, and is partly natural fallout, as quotas are set
with a +5%/-5% range.
 Very interested Somewhat interested Not too interested Not at all interested Don’t know
20%
40%
60%
80%
100%
0%
2026 Global Total
(n=2,250)
2025 Global Total
(n=1,765)
2026 North America
(n=750)
2026 Europe
(n=750)
2026 APAC
(n=750)
55%
51%
54%
59%
51%
1%
1%
1%
1%
1%
37%
5% 3%
37%
8%
4%
34%
7%
4%
35%
4%
1%
42%
5% 2%
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Average allocations to sustainable investments are slightly down
Three-quarters report some exposure to sustainable investments, with the average portfolio allocation at 31%. This is slightly down on the 2025
average of 33%. Last year’s edition of Sustainable Signals noted some tension between sentiment and firm plans around allocations, and this year’s
results again demonstrate that there can be a disconnect between expressed views and behavior.
What percentage of your portfolio is currently in sustainable investments?
Source: Morgan Stanley Institute for Sustainable Investing, April 2026. Data as of March 16, 2026.
*For 2025, n=1,765 for the global total, with North America at n=757, Europe at n=500 and APAC at n=508.
Average percentage of portfolio
in sustainable investments
Including zero, excluding don’t know
25%
50%
75%
100%
0%
Global Total
(n=2,250)
13%
North America
(n=750)
Europe
(n=750)
APAC
(n=750)
12%
12%
15%
 >50% 21%-50% 1%-20% 0% Don’t know
 2026 Mean 2025 Mean*
31%
31%
31%
32%
33%
31%
34%
35%
Global Total
(n=2,250)
North America
(n=750)
Europe
(n=750)
APAC
(n=750)
36%
26%
5%
19%
34%
25%
6%
22%
40%
27%
4%
17%
35%
28%
5%
17%
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Return Expectations & Allocation Decisions
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Financial returns are central to interest in sustainable investing
Financial returns are central to interest in sustainable investing:
Across regions, levels of portfolio allocation and generations, over
80% say their top reason for interest is either supporting real-world
outcomes alongside a market-rate return (45%), or the expectation
that sustainable investments may offer stronger returns (40%).
Many investors now have a significant track record of performance
in their own portfolios. Of the three-quarters of global investors
who report having some sustainable investments in their portfolios,
half first included sustainable options more than five years ago
while less than 10% began in the past two years.
Top reason for interest in sustainable investing
Source: Morgan Stanley Institute for Sustainable Investing, April 2026. Data as of March 16, 2026.
In which year did you first include sustainable
investments in your portfolio?
Those who selected very or somewhat interested
Those who know the % of their portfolio in sustainable investments
I want to support positive
real-world outcomes alongside
a market-rate financial return
45%
I believe that sustainable
investments could offer
stronger financial returns than
traditional investments
I want to align my investments
with my personal values
13%
I want to reduce exposure to
environmental, social and/or
governance risks
2%
 Global total (n=2,056)
 North America (n=661)
 Europe (n=703)
 APAC (n=692)
 Global total (n=1,713) North America (n=536) Europe (n=592) APAC (n=585)
5%
10%
15%
20%
25%
30%
0
2010–
2014
2015–
2018
2019
2020
2021
2022
2023
2024
2025
1%
14%
11%
24%
12%
17%
10%
5%
3%
40%
MORGAN STANLEY INSTITUTE FOR SUSTAINABLE INVESTING  |  2026  |  SUSTAINABLE SIGNALS: INDIVIDUAL INVESTORS 2026
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SENTIMENT & ALLOCATIONS RETURN EXPECTATIONS & ALLOCATION DECISIONS THEMES & PRIORITIES PRIVATE MARKETS MENA SAMPLE DESIGN

Expectations about returns continue to shape allocation intentions
Source: Morgan Stanley Institute for Sustainable Investing, April 2026. Data as of March 16, 2026. The 2025 figures are n=1,048 for those planning to increase, n=539 for those planning to maintain,
and n=55 for those planning to decrease.
Globally, 64% say they plan
to increase their allocation
to sustainable investments
over the next year, with 28%
planning to maintain current
levels and 5% expecting to
decrease allocation. The
reasons behind these plans
center on expectations
about f