ENThis study investigates the integration of Environmental, Social, and Governance (ESG) factors by financial investors in the Baltic region, focusing on developments between 2021 and 2024. Using a structured survey and follow-up interviews, we explore investor motivations, challenges, and regulatory impacts. Findings reveal that 88% of respondents now apply ESG criteria, driven largely by regulation, although 12% question its added value. Persistent issues include data quality and standardization. The results inform ESG policy, implementation strategies, and comparative analysis of regional ESG maturity. Keywords: ESG, financial investors, Baltic region, Corporate Sustainability Reporting Directive (CSRD), sustainable finance.