This research paper explores the growing trend of sustainable investing, which integrates environmental, social, and governance (ESG) factors into investment decisions. As awareness of climate change and social equity increases, investors are increasingly seeking opportunities that align with these values. The paper emphasizes the importance of understanding how different generational cohorts—baby boomers, Generation X, millennials, and Generation Z—engage with sustainable investment opportunities, as this knowledge can help financial institutions tailor their offerings and outreach efforts.