France, Germany, Japan, Switzerland, United Kingdom, United States
Survey time period
February 17 to March 16, 2026
Number of respondents
2,250 respondents
Age group
18-80 years old
Method of interview
Online survey
Supplementary notes
The Survey was conducted in the U.S., Europe (the U.K., Germany, France, Switzerland) and Japan. For the U.S., the sample included 1,002 individual investors, with gender identity, sexual orientation, race and ethnicity, age and geography matching 2020 U.S. Census records. For Europe, the sample included 1,025 individual investors (289 from the U.K., 273 from France, 285 from Germany and 178 from Switzerland), with gender identity, age and geography matched to each country’s most recent census. For Japan, the sample included 793 individual investors. 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 investible assets, excluding personal retirement accounts, employer-sponsored retirement accounts and personal real estate.
Citation formats
Top barriers of sustainable investments for individual investors globally 2026
As of March 2026, the lack of transparency in reported data, the concern about greenwashing and limited knowledge about how to start were the **** factors preventing the increase in holdings in sustainability focused securities. While the level of reporting on sustainable development goals has **** in recent years, this is still not a practice implemented by all firms.
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Morgan Stanley. (April 23, 2026). Top barriers to individual investors increasing their sustainable investments globally in 2026 [Graph]. In ÌÇÐÄÆÆ½â°æ. Retrieved July 29, 2026, from /statistics/909959/barriers-sustainable-investments-retail/
Morgan Stanley. "Top barriers to individual investors increasing their sustainable investments globally in 2026." Chart. April 23, 2026. ÌÇÐÄÆÆ½â°æ. Accessed July 29, 2026. /statistics/909959/barriers-sustainable-investments-retail/
Morgan Stanley. (2026). Top barriers to individual investors increasing their sustainable investments globally in 2026. ÌÇÐÄÆÆ½â°æ. ÌÇÐÄÆÆ½â°æ Inc.. Accessed: July 29, 2026. /statistics/909959/barriers-sustainable-investments-retail/
Morgan Stanley. "Top Barriers to Individual Investors Increasing Their Sustainable Investments Globally in 2026." ÌÇÐÄÆÆ½â°æ, ÌÇÐÄÆÆ½â°æ Inc., 23 Apr 2026, /statistics/909959/barriers-sustainable-investments-retail/
Morgan Stanley, Top barriers to individual investors increasing their sustainable investments globally in 2026 ÌÇÐÄÆÆ½â°æ, /statistics/909959/barriers-sustainable-investments-retail/ (last visited July 29, 2026)
Top barriers to individual investors increasing their sustainable investments globally in 2026 [Graph], Morgan Stanley, April 23, 2026. [Online]. Available: /statistics/909959/barriers-sustainable-investments-retail/