The Passionates: Values and Emotions Will Shape the Future of Business

This is a template to help editors create library articles. Detailed instructions for using this template can be found at library_template. Passionates care about multiple important global issues, and they care about all of them with equal intensity. Everything matters to them: themselves, other people, society as a whole, the planet. And while they currently make up only 20% of the general population, they’re likely to become more dominant over time. That makes them an increasingly influential market force to reckon with.

• An influential – and growing – market segment cares intensely about big issues in society, and they want the companies they buy from, work for, and respect to do the same
• Passionates believe in taking action to make the world a better place – and they expect business leaders to do the same.
• They expect you to act, and if they don’t approve of your efforts, their judgment is swift and unsparing.
• What really stands out to Passionates, compared to everyone else, are the intrinsic characteristics of your company’s leaders.
• We found Passionates among every generation, although the younger someone is, the more likely they are to be a Passionate.

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