Do-good investing comes to Main St.

Feel-good investing is becoming all the rage with Wall Street as small investors want to see some societal good come with their profits, say supporters of this new investing style.

“ESG” investing — which includes companies that value environmental, social and corporate governance factors — was once mostly confined to institutional investors. But it is now registering with retail investors, say analysts who track the trend.

ESG assets are now at $9 trillion, a 33 percent increase since 2014, according to USSIF, a foundation that follows ESG investments.

The number of big financial firms interested in ESG is growing, and includes BlackRock, Morgan Stanley and Goldman Sachs, among others.

“All the big firms are participating,” said Jon Hale, an analyst who follows ESG for Morningstar, a fund rating service.

“The big boys getting into ESG is a good thing, not so unlike many of the large car manufacturers getting into electric cars now that they see a growing demand,” said Jeff Gitterman. He is one of the leaders of the ESG movement and the founder of the New Jersey-based Gitterman Wealth Management.

The leaders of the ESG movement say they want to change the way American corporations conduct business. They want to use investment dollars to address problems such as water scarcity and a lack of diversity in the workplace.

Hale predicts the explosive growth of ESG will continue because young people and women generally like it.

“As more millennials and more women become investment decision-makers, I think ESG is going to expand,” Hale said.

Goldman Sachs Asset Management, for instance, has set up a special ESG unit.

“I would say that there has been a dramatic increase and interest over the past four years from all sorts of our clients in ESG and impact investing,” said Hugh J. Lawson, Global Head of ESG and Impact Investing for Goldman Sachs.

As of June, Goldman Sachs said it had $10.6 billion in ESG assets under management.