Still, it’s worth noting that not only has the overall bleeding from sustainable funds staunched, but it may be starting to reverse. “This is a next-generation story as much as it is anything else,” said Peter Krull, director of sustainable investing at Earth Equity Advisors. It’s also part of a trend toward passive management in sustainable investing. Values: More than 90% of investors globally said they were interested in sustainable investing, according to a Morgan Stanley survey earlier this year. Overwhelmingly, the top reasons are at least in part due to the potential for investment returns, with just 13% saying they would choose sustainable funds to align with their personal values.