In context of increasing uncertainty besetting international political and economic systems, investing driven by environmental, social, and governance criteria (ESG) is on the rise. Broadly referred to as impact investing, of which sustainable investing is a part, until recently the ESG driven approach to investing used to employed predominantly by international organizations. Interestingly, as investment capacity of the latter dwindles and private equity is in demand, private investors increasingly view impact investing as desired approach to and an investment strategy. Market specificity-driven differences in regional regulatory frameworks induce substantial variability in how investors’ behaviors are shaped. This papers focuses solely on the case of the United States (US) to address the following questions: What are the origins of sustainable investing? What drives the evolution of the US sustainable investing landscape? What is the role of private equity (PE) on the US in sustainable in-vesting market in the US and how PE influences the ESG transition in the US?