Impact investing is a means of financing based on three objectives: social impact, environmental impact, and financial return. The question is therefore: What discourse can impact investors with their hybrid business model adopt to meet these three objectives?This study will focus specifically on the “hybrid” discourse implemented on websites, addressed (a priori) to a public of non-professional investors who would like to place capital in impact-investing organizations. The study will also seek to determine whether this discourse, divided between ethical and financial commitments, as well as between standardization constraints and marketing success, might have a dark side.