Overview of what the essay is about: What I want to do with the essay is try to map differences for incentive towards ESG Investments between generations. Gaining a deeper knowledge of each generation’s incentives will make it easier for businesses to become more appealing to certain investors. In other words, I want to investigate whether there are any differences between generations regarding how they view sustainable investing. What motivates/ prioritizes/ values ??them, e.g. if certain generations tends to value a high return despite negative environmental impact or are they willing to forego a higher return as their investment is better for the environment..? etc. The essay will be quantitative where the data is collected using a survey. As the essay will be about trying to find patterns/differences between generations regarding how they choose to invest sustainably (that is, esg investments), the literature review will therefore have to contain certain specific parts. Literature review 4000 words, some key elements I want included: What factores inspire/motivate investments? So maybe highlight essential studies that deals with what it is that triggers investments (regarding private investors not organizations). Maybe pinpoint what triggers private investors in general (not only ESG investments specifically) even if it would be nice to add the Esg perspective as well. (What is it that makes these individuals invest? What does the thought-process look like during a potential investment + if there is a difference in the thought-process when it comes to sustainable investing. Has this been researched before? What similar studies exist today. Preferably both qualitative and quantitative. Highlight gaps in the existing research that will help the justification of this study. Overall it’s important that the entire literature review is underlined by this: -Description and your analysis of theory that underpins your research – Critical review of the relevant literature – Clear identification of how your research question is linked to this theory Introduction (1500 words) some elements I want included: -Background (What is ESG? What is sustainable investing?) -Problemstatement that the study deals with -Why this research is valuable and for whom? -Aim and research question (this is done already) Aim The aim of this study is to examine and compare the incentives to invest in sustainable operations among Gen X, Millennials and Gen Z. Based on the purpose of the study, the following research question is formulated: ? To what extent do the incentives towards ESG investments differ between Gen X, Millennials and Gen Z?