The "impact investing" market will grow to $9 billion this year, up 13% on 2012, according to a recent J.P. Morgan survey. That creates opportunities but also the need for standardized metrics to gauge success, writes Billy Fink. "If there is no industry-wide rallying or adoption, most investment firms or intermediaries will likely 'greenwash' their investments to appear more socially impactful -- without actually changing many of their strategies," he writes.

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