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Case Studies

Investing for Generations: Family Success Stories in Sustainability
Discover how tailored sustainable investing strategies help families achieve their financial goals.
Nouhaila Norredine, Sustainable Investing Product Specialist
Published January 08, 2026
At J.P. Morgan, we work with some of the world’s wealthiest families, each with unique priorities and aspirations. Many of our clients seek to invest with purpose, aligning their portfolios with the values and causes that matter most to them. For some, values are at the core of their investment strategy; for others, it serves as a meaningful complement. 

We’ve developed a holistic approach to incorporating sustainability into your portfolio, shaped around your objectives and the personal and financial goals that matter most to you. Sustainable investing allows our clients to bring their values to life, creating an impact that can be felt across generations and incorporating new voices and perspectives into the investment process.

In the following case studies, you’ll see how we have partnered with clients to help them invest and build in accordance with their values. These real-world examples demonstrate our tailored approach and the diverse ways we help families achieve their goals—showing that together, we can create a strategy that is as unique as you are.

Family Office Case Study

Situation: Finding consensus, maximizing family impact

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The Rodriguez family has always been committed to creating positive change in local communities, particularly in Latin America. The family members want to ensure their wealth continues to make a difference in the region for generations to come. Family members are unsure how to define their goals, or reach consensus due to diverging opinions. So, in a recent meeting, members of the Rodriguez family expressed their desire for an investment plan that would formalize their shared commitment to impact and sustainability.

Approach

We regularly work with families who have different opinions, and we bring an approach to find unity in their discord. Our teams designed a workshop to encourage the family to share ideas and achieve a deeper understanding of what they believed and decide how it could be expressed through their investments.

At the workshop, the family members articulated their beliefs using prompts like, ”I believe that impactful investments should prioritize _____ in our community.” Examples chosen included “supporting hospitals,” “poverty alleviation and financial inclusion,” or “empowering young people.” The workshop, held at our Client Centre and moderated by the Sustainable Investing Team, was an opportunity for the family members to all come together and discuss their wealth plan. During the meeting, each family member shared ideas highlighting their primary areas of interest, allowing the group to identify which themes resonated most strongly across the family.

This fostered conversations where the family members spoke about their values and how they viewed their legacy. Disagreements were handled respectfully and productively. These discussions identified areas of alignment and topics for further dialogue. For example, the family realized their main priorities revolved around basic needs and healthcare access in Latin America. A structured conversation was started using those topics, organized around the United Nations Sustainable Development Goals (these included Good Health and Well Being, No Poverty and Zero Hunger). With this framework, the family members were able to name their core priorities and identify other areas where they could make an impact.

Outcome

With the support and guidance of our Sustainable Investing team and their advisor, the family identified poverty alleviation and social development as their top priorities and established how it would invest to support it. Ultimately, the Rodriguez family adopted a strategy that included a core ESG discretionary portfolio with additional they added satellite thematic investments focused on the sustainable development goals they’d chosen.

This collaborative effort got the family on the same page, and reflected their shared commitment to making a positive impact in their communities.

Next Gen Case Study

Situation: A new vision for leadership

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The Zhang family is a long-standing client of the Private Bank. As part of a generational shift, Isabelle Zhang is ascending to a key role within the family's business as younger members of the family start to take a larger role in business and investment decisions.

While the Zhang family is accustomed to traditional investment strategies, Isabelle is passionate about addressing climate change and wants to integrate sustainable investments into her family’s portfolio.

Approach

Recognizing the importance of this transition, Isabelle’s team introduced her to our sustainability experts. The Sustainable Investing team took the opportunity to explore these topics and educate the rest of the Zhang family. They set up a series of insightful discussions on the sustainable investing market and how incorporate sustainability and climate in portfolios.

With Isabelle amplifying the conversation, the Sustainable Investing Team took a practical, educational approach to address the Zhang family’s skepticism about sustainable investing—particularly concerns that it might not deliver strong returns or could increase portfolio volatility. The team spent time explaining what sustainable investing means, how active management can help hedge downside risks and capture upside opportunities, and how factor exposures and volatility can be managed. They also highlighted global megatrends driving sustainable investment returns, showing that these opportunities are grounded in market fundamentals rather than just personal values. This helped the family understand that sustainability could be integrated into their portfolio without sacrificing financial performance.

The family appreciated the balance of financial performance and positive environmental impact, recognizing that there were strategies available to them that had the potential to deliver returns with sustainability integrated into their mandate.

To further support Isabelle's vision and the family’s growing commitment, the Private Bank organized an exclusive event for young leaders who were also Private Bank clients. Isabelle found this to be a powerful opportunity to connect with the Next Generation of clients who were also interested in sustainability and impact. Not only did the event give Isabelle new ideas on how to integrate sustainability into her family’s portfolios and endeavours but it also inspired the other participants to begin pursuing leadership roles as well in their own families’ wealth planning.

Outcome

The family decided to allocate a portion of the Zhang portfolio to an ESG Balanced portfolio to run in parallel to their existing portfolio. To keep the family engaged, we introduced them to our sustainability reporting, enabling them to track key metrics like carbon emissions and UN SDG alignment in their portfolios.

Isabelle’s team at the Private Bank identified additional resources in the JPMorganChase ecosystem that would support her. They connected her family business with our Center for Carbon Transition in the Commercial and Investment Bank. This allowed family business to keep growing while maintaining its new sustainable focus, and her to continue learning about sustainability and identify new ways to guide her family business toward more sustainable practices. The family continues their sustainable investing journey today.

Most importantly, Isabelle was able to establish her voice within the family business and in conversations about the family portfolio. This was an important step in her journey from a beneficiary of the Zhang family’s wealth to having a voice in decision making.

Conclusion

At J.P. Morgan, we understand that every family’s journey is unique, shaped by distinct values, goals, and aspirations. Whether you are seeking to build consensus across generations, align your investments with your principles, or explore new opportunities for impact, our team is here to support you every step of the way.

Through thoughtful guidance, collaborative planning, and access to specialized resources, we help families navigate complex decisions and bring their vision to life. If you are interested in exploring how sustainable investing can fit into your family’s strategy—or simply want to learn more about the options available—contact your J.P. Morgan team today.

All case studies are shown for illustrative purposes only and are hypothetical. Any name referenced is fictional and may not be representative of other individual experiences. Not all products and services are offered at all locations. Information is not a guarantee of future results.
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*All case studies are shown for illustrative purposes only

Important Information

Sustainable investing (“SI”) and investment approaches that incorporate environmental social and governance (“ESG”) objectives may include additional risks. SI strategies, including ESG separately managed accounts (“SMAs”), mutual funds and exchange traded funds (“ETFs”), may limit the types and number of investment opportunities and, as a result, could underperform other strategies that do not have an ESG or sustainable focus. Certain strategies focused on particular sectors may be more concentrated in particular industries that share common factors and can be subject to similar business risks and regulatory burdens. Investing on the basis of sustainability/ESG criteria can involve qualitative and subjective analysis and there can be no assurance that the methodology utilized, or determinations made, by the investment manager will align with the beliefs or values of the investor. Investment managers can have different approaches to ESG or sustainable investing and can offer strategies that differ from the strategies offered by other investment managers with respect to the same theme or topic. ESG or sustainable investing is not a uniformly defined concept and scores or ratings may vary across data providers that use similar or different screens based on their process for evaluating ESG characteristics. Additionally, when evaluating investments, an investment manager is dependent upon information and data that may be incomplete, inaccurate or unavailable, which could cause the manager to incorrectly assess an investment’s ESG/ SI performance.

The evolving nature of sustainable finance regulations and the development of jurisdiction-specific legislation setting out the regulatory criteria for a “sustainable investment” or “ESG” investment mean that there is likely to be a degree of divergence as to the regulatory meaning of such terms. This is already the case in the European Union where, for example, under the Sustainable Finance Disclosure Regulation (EU) (2019/2088) (“SFDR”) certain criteria must be satisfied in order for a product to be classified as a “sustainable investment”. Unless otherwise specified, any references to “sustainable investing” or “ESG” in this material are intended as references to our internally developed criteria only and not to any jurisdiction-specific regulatory definition.

Important Information

This material is for informational purposes only, and may inform you of certain products and services offered by private banking businesses, part of JPMorgan Chase & Co. (“JPM”). Products and services described, as well as associated fees, charges and interest rates, are subject to change in accordance with the applicable account agreements and may differ among geographic locations. Not all products and services are offered at all locations. Please read all Important Information.

General Risks & Considerations

Any views, strategies or products discussed in this material may not be appropriate for all individuals and are subject to risks. Investors may get back less than they invested, and past performance is not a reliable indicator of future results. Asset allocation/diversification does not guarantee a profit or protect against loss. Nothing in this material should be relied upon in isolation for the purpose of making an investment decision. You are urged to consider carefully whether the services, products, asset classes (e.g., equities, fixed income, alternative investments, commodities, etc.) or strategies discussed are suitable to your needs. You must also consider the objectives, risks, charges, and expenses associated with an investment service, product or strategy prior to making an investment decision. For this and more complete information, including discussion of your goals/situation, contact your J.P. Morgan team.

Non-Reliance

Certain information contained in this material is believed to be reliable; however, JPM does not represent or warrant its accuracy, reliability or completeness, or accept any liability for any loss or damage (whether direct or indirect) arising out of the use of all or any part of this material. No representation or warranty should be made with regard to any computations, graphs, tables, diagrams or commentary in this material, which are provided for illustration/ reference purposes only. The views, opinions, estimates and strategies expressed in this material constitute our judgment based on current market conditions and are subject to change without notice. JPM assumes no duty to update any information in this material in the event that such information changes. Views, opinions, estimates and strategies expressed herein may differ from those expressed by other areas of JPM, views expressed for other purposes or in other contexts, and this material should not be regarded as a research report. Any projected results and risks are based solely on hypothetical examples cited, and actual results and risks will vary depending on specific circumstances. Forward-looking statements should not be considered as guarantees or predictions of future events.

Nothing in this document shall be construed as giving rise to any duty of care owed to, or advisory relationship with, you or any third party. Nothing in this document shall be regarded as an offer, solicitation, recommendation or advice (whether financial, accounting, legal, tax or other) given by J.P. Morgan and/or its officers or employees, irrespective of whether or not such communication was given at your request. J.P. Morgan and its affiliates and employees do not provide tax, legal or accounting advice. You should consult your own tax, legal and accounting advisors before engaging in any financial transactions.

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