Green investing. Sustainable investing. Socially responsible investing (SRI). Environmental, social and corporate governance (ESG) investing. Impact investing.

No matter how it is described, a movement is slowly taking hold among investors. They no longer want to invest simply for returns. They want to invest to do good while realizing those returns. In the past, investors wanting to do good often simply avoided investments in companies that were involved in activities at odds with their values. Now, they are not just avoiding coal, blood diamonds and tobacco, they are looking to promote positive change by supporting investments that support their values, such as firms that use sustainable farming practices or environmentally sustainable building management practices or ethically sourced raw materials.

According to the 2015 U.S. Trust Insights on Wealth and Worth, an annual U.S. Bank survey of high-net-worth and ultra-high-net-worth U.S. investors, 33 percent