A year of headline-making attacks on the environmental, social, and governance approach to public market investing has obscured a larger truth: Interest in sustainable investing remains strong. In fact, it’s growing. Over 90% of millennials and Generation X individual investors surveyed for a recent Morgan Stanley study expressed interest in sustainable investing, and more than half said they plan to increase their allocations to sustainable investments this year. That finding tracks long-term trends. “Wealth transition to Millennials will increasingly redefine the investment industry, and we expect to see growing demand for sustainable investing opportunities,” said Emily Thomas, Morgan Stanley Wealth Management’s head of investing with impact, in the firm’s “Navigating the Next Decade” report. “Financial advisors and investment managers, increasingly part of the Millennial generation as well, will continue to drive this growth as more clients demand sustainable investing options.”