In 2000, the duality of responsible investing was on stark display at an annual gathering of socially responsible investors in Tulsa, Oklahoma. As faith-based investors gathered to discuss the latest shareholder engagement campaigns, I saw how ethics and pragmatism whirred at the heart of the proposition. Charting the evolution of ESG, I describe the disparate themes, processes, and metrics that are finally coming together in a new paradigm for investing. The shift to long-term, “generational investing,” makes more sense than ever given the challenges of the twenty-first century. So, too, does the corporate imperative to bring aboard talent by embracing the values responsible investors have long called for. Ultimately, I describe how responsible investing has shed its earlier contexts as a limiting or constrained endeavor to become the opposite—an all-encompassing, fundamental new normal.