While ESG (Environmental, Social, and Governance) funds have recently faced significant outflows, impact investing is showing resilience and continued growth. ESG funds experienced record global net outflows of $8.6 billion in the first quarter of the current year, including a first-time net selling by Europeans, according to Morningstar. This trend marks a significant shift from previous years, with climate-focused mutual funds alone seeing $30 billion in withdrawals in 2024, after a four-year boom.

In contrast, impact investing, which focuses on directing capital into enterprises specifically created to achieve positive social and environmental impacts, is thriving. Asset manager TPG's Rise Funds, launched in 2016, raised $2.1 billion, and its TPG Rise Climate fund closed its latest round at $7.3 billion. DBL Partners, an early investor in Tesla, closed its fourth impact fund having raised $600 million and manages over $1 billion in assets. These examples highlight a sustained demand for investments that target measurable positive outcomes, leveraging frameworks like the UN's Sustainable Development Goals for digital education, clean energy, and affordable healthcare.

Experts distinguish impact investing from ESG by noting that ESG often involves assessing existing companies' efforts to improve their social and environmental footprint, which can be a more passive role for public stock investors. Impact investing, conversely, focuses on actively owning or funding companies with a core mission of creating impact. Critics of ESG, like Keeley, argue it isn't generating superior returns or tangible gains on Sustainable Development Goals, which bolsters the argument for genuine impact strategies. While ESG has become a politicized term, the underlying trend of sustainable investment is evolving, with new regulatory frameworks in the UK, such as the Financial Conduct Authority's sustainability disclosure requirements, aiming for clearer definitions like "Sustainability impact" funds.

Nimrod Gerber from Vital Capital Fund suggests that impact investors can find opportunities overlooked by others, particularly in growing regions like Africa. The shift in the sustainable investing landscape indicates a move towards more transparent, goal-oriented strategies. Morningstar predicts that only about 40% of funds currently labeled "sustainable" in the UK will retain that designation under new regulations, highlighting a tightening of standards and a greater emphasis on verifiable impact.