Conscious capitalism is about more than simply making money—although it’s about that too. It’s about creating a successful business that also connects supporters to something that matters to them and that has great impact in the world. As consumers, customers will want your product for the typical reasons—because it works better, because it’s fashionable, because the price is competitive, because it offers an innovation—but as supporters they also believe in what you’re doing; they’ve bought into your story because it taps into something real, and they want to be a part of it.
