Why invest responsibly?

You recycle. You ride your bike to work or drive a hybrid. You eat organic foods and buy fair trade clothing. Why wouldn't you invest with the same values that you live your life?

According to US SIF, since 1995, responsible investments have grown from $639 billion to over $17 trillion. Plus, the performance of sustainable, responsible, and impact portfolios is competitive with traditionally managed investments. So, why wouldn't you invest with your values?

The facts about sustainable, responsible, and impact investing*

$17 trillion+
Managed professionally in the US
Asset growth rate from 2018-2020
1 in 3
Dollars professionally managed in the US
Shareholder Proposals focused on Climate Change from 2016-2018

* Information from the 2020 US SIF Report on US Sustainable, Responsible and Impact Investing Trends.
Click here to check out the executive summary of the report

Who is investing responsibly?

In 2017, Morgan Stanley published their Sustainable Signals research paper examining demand for sustainable and responsible investments. They found that there is strong interest in responsible investing, particularly from millennials (86%) and from women investors (84%).

According to the Nuveen Responsible Investing Survey, 85% of investors believe that companies need to act now to mitigate the risks of climate change on their operations and 80% believe that companies are risking their future if they fail to plan for a low-carbon economy.

So who is investing responsibly? People just like you who care about the planet, care about their neighbor and want to make the world a better place.

The importance of looking beyond the numbers

Historically, investment analysts focused only on a company's numbers: how much money they make, their growth rate, etc. Those metrics are still valid, however a company's impact and operations are just as important. We believe that a positive portfolio – focusing on what we want to own and using Environmental, Social, and Governance (ESG) metrics as our guide – helps produce a better, more forward looking, and resilient portfolio for our clients.

SRI Timeline


Sustainable, responsible and impact investing has a storied history.
Follow the timeline below

1700s The Quakers

In the mid 1700s, the Quakers questioned if the slave trade was a viable industry. The answer, of course, was no, so the Quaker leadership forbade its members from engaging in any business activity that would benefit the slave trade


1800s The Methodists

One of the founders of the Methodist Church, John Wesley, gave a sermon entitled, "The Use of Money." In that sermon, he implored his parishioners to “not harm your neighbor through your business practices” and “avoid harmful chemicals that could compromise the health of workers.” He also introduced the idea of avoiding "sin stocks," which meant no guns, liquor, or tobacco.


1900s Growth

1960s: The Vietnam War, the Civil Rights Movement, and equality for women broadened the investing field to include issues such as disarmament, fair labor, and the environment.

1970s: The Interfaith Center on Corporate Responsibility files the first shareholder resolution opening the door to shareholder advocacy. Also, Congress passes the Community Reinvestment Act (CRA) which was designed to reduce discriminatory credit practices against low-income neighborhoods and to encourage commercial banks and savings associations to help meet the needs of borrowers in all segments of their communities.

1980s: Investors divest from companies doing business in South Africa to the tune of nearly $625 billion in an effort to put pressure on the Apartheid government and its human rights violations.


Today Impact

Sustainable, responsible, and impact (SRI) investing have become a mainstream investment strategy. Nearly every major investment manager offers some version of responsible investing.

2004: Peter Krull founds Krull & Company, dedicated to helping clients align their investments with their values®.

2017: Krull & Company becomes a registered investment advisor and changes its name to Earth Equity Advisors.

2018: US SIF: The Forum for Sustainable & Responsible Investing publishes its semi-annual report which states that nearly $12 trillion is invested in a responsible manner in the United States. That's 1 in 4 dollars in total US assets under professional management!

2020: Earth Equity launches Align to offer access to responsible investing at a much lower minimum investment than traditional advisories, allowing us to fulfill our vision of SRI investing for all.


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Let’s change the world together! 👉 

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