Should You Align Your Investments With Your Values? When it comes to growing your money, sometimes what you do or do not invest in matters as much as how well your investment performs. It’s not about just risk; it’s about personal values. In this era, we have the unique opportunity to feel good about not only our portfolio returns but also what we invested in and how we achieved those returns. That is precisely why sustainable investing is gaining in popularity as investors increasingly seek to align their investments with their personal values and seek to work with financial professionals who understand them not only as investors but also as value-driven individuals.