Social and environmental changes are happening faster than ever, and global warming and the technological revolution are reshaping our planet. The insufficient level of knowledge about current and, above all, significant topics constitutes a global problem, especially among the younger population. Sustainable investing is not only important because it helps shape the world by contributing to positive social change, but also it has been proven that both societies and individuals can benefit financially from efforts to make their society and investments more sustainable. Sustainable investment, or the concept of ESG, has only recently become a key research term, but as it is a new form of investment, this topic is still insufficiently researched. Due to the importance and actuality of this topic, the issue of sustainable investments is presented and extensively explained in this paper. The aim of this research is to assess the perception of representatives of regulators, institutional investors and potential investors of sustainable investments. Qualitative research was conducted using the interview method of three groups of respondents, which confirmed that capital market participants recognize the importance of sustainable investments. The research results, in addition, point to the fact that capital market participants are aware of the positive impact of sustainable investments on the environment and society as a whole. The most important conclusion of the paper is that there are a number of challenges in the context of the integration of sustainable investments into financial systems, as well as the awareness and investment decisions of investors.