Inspired by Emotional Capital

Dear reader, the goal of my newsletter is to uphold your right to be informed and to promote science. My perspective is neither pessimistic nor optimistic; I believe we can navigate any crisis together. Panic and rash actions are not effective in the long term; we need more. Developing a new resource—emotional capital—that fosters critical thinking and enables social change is a promising idea, which we explore here and you are warmly invited.

You don’t need me to tell you the world is entering the middle of the unknown.

Our climate is shifting, planetary resources are drained faster than they can replenish, and countries routinely exceed agreed regenerative boundaries. Waves of waste continue to grow while social inequalities, conflicts, and climate-forced migrations remain ever-present. Underpinning all these is a root discussion about the central causing factor: unlimited economic growth. And while fears of overpopulation have subsided, concerns are shifting to behaviors like impulsive buying that keep fueling this endless growth.

Researchers have found that impulsive purchases make up to 90% of all buying decisions

Could reimagining their relationship with consumers enable businesses to find a more effective sustainable approach than the greenwashing we have seen so far? Could they shift away from fueling this impulsivity to something more meaningful? Could this change lead to a deeper alignment—one that benefits consumers, businesses, and the planet? These aren’t just abstract questions. That’s what the research suggests, and in this book, I aim to demonstrate how that research translates into actionable business strategies.

What is sustainable consumption?

Initial post-growth response based on making products more sustainable has proven insufficient. Decades of political economy propositions, social movements such as Degrowth, models and practices involving commons, agroecology, and cooperatives advocating for life simplification, sufficiency, and economic slowdown appeared very slow. We do not even have a clear common ground on what sustainability or sustainable consumption is. This book describes 17 different types of it, all pointing to different directions. Arguing over whether technology or reduced economic growth serves the current situation best stops us from focusing on real change, which can only happen with the active participation of the critical mass of the population involved.

Concerns about impulsive buying highlight a rarely discussed issue: the sharp conflict between traditional business goals and new consumption methods emphasizing minimalism, voluntary simplicity, and anti-consumption

Can you imagine any business plan based on “degrowing” sales numbers? It is never feasible. Instead, can you consider not buying all those things last Black Friday? It sounds very realistic and beneficial for your wallet. Any business owner is a customer, too, and we should not stand on the different sides of the wall. How could businesses navigate this consumption challenge? To what extent can we degrow without collapsing the existing system? The destruction of it will harm many, beginning with the most vulnerable populations we have long strived to protect from poverty and hunger. Can we navigate change without outdated system collapse and the need to rebuild everything from scratch? Radical changes have proven to be painful, challenging, and lengthy in recovery for generations involved.

Shifting responsibility doesn’t help

Can we couple with natural resources instead? Will the sharing economy and new offerings from the experience economy also be beneficial? What are alternatives for degrowth, and is there any new role for business systems? These crucial questions should be addressed openly and collaboratively rather than shifting responsibility among governments, businesses, and consumers. The book discusses all these vital issues in detail, highlighting that while unlimited economic growth is impossible and degrowth offers an immediate solution, there is a third way forward. The third way provides a sustainable and long-term path through a triple-win approach: for people, the planet, and prosperity for all. However, it requires a social transformation.

We must change from consumerists to caring and responsible managers of natural resources with long-term regeneration goals and solutions

An emerging scientific stream worth exploring offers strong potential for development. It suggests that our lifestyle is driven by overconsumption, not caused by the solely overpopulation previously assumed but rather heavily influenced by buying habits. Impulsive purchasing refers to unnecessary buying, meaning reducing consumption doesn’t have to impact essentials.

This raises an important question: what drives this behavior?

Studies suggest it is not confined to the global North or individualistic cultures, as widely promoted; it is also prevalent in collectivist and developing countries, highlighting consumerism’s global nature

Similarly, it’s challenging to attribute impulse buying solely to personal impulsivity traits, as initial research suggested. Given the high numbers, it implies either we all possess these traits or are overlooking the real influences behind it.

Impulsive buying might have been beneficial or necessary if supported by our investments. To prevent further harm, we must understand the complex scientific details behind overconsumption and confront the truth about our current lifestyle. Systematic investigation reveals that businesses heavily influence impulsive buying, while consumers widely embrace impulse purchases.

Research data indicates that 75% of influences are linked to internal factors—personal and psychological—which significantly impact… our psychological well-being

This suggests we address our emotional and mental challenges through external purchases, whether to enhance status, self-respect or escape daily troubles affecting us all. We may feel uncomfortable without external boosts of confidence, safety, and psychological relaxation. Therefore, progress is impossible without personal effort and inner change. Embracing a post-growth mindset requires not only an idealistic vision but a fundamental shift in our insatiable needs.

While we should acknowledge issues in foundational concepts of past systems or ideas, we can certainly build upon them. Historically, business has played a significant role beyond money or transactions. It originated from trade, which served a largely forgotten purpose: fostering social connections. Trade existed long before formal economies, uniting people into larger communities rather than isolated tribal groups. Rather than competing for resources, they began exchanging and enhancing them. Trade symbolized collective connections, enabling mutual empowerment through social exchange and sharing. I found this idea compelling, and businesses can fulfill this role by transforming their core to support a sustainable future, acting as aggregators of existing resources and becoming a source of positive change rather than a limitation. Using Sustainable Development Goal 12, which calls for sustainable consumption and production (SDG 12), as a case study and the focus of our research, this book proposes business strategies for societal transformation to achieve sustainable consumption and production patterns.

What will make us stronger?

The change will happen through emotional recovery, empowerment education, and cultural evolution. This necessitates substantial lifestyle changes, social connection adjustments, and time to cultivate new values, making discussions on self-transformation a priority. Nearly half of the navigated academic propositions in our research highlight the importance of cultural and educational change as significant factors needed to achieve sustainable consumption. Marketing and business practices that serve consumers’ needs must be terminated as exploiting consumers’ emotional vulnerabilities for profit.

Instead, new business leaders should seek every possibility to empower people and help them realize their full potential

The current crisis affects everyone, yet it also makes us need each other more than ever. Mutual support is crucial in an era of ongoing shifts toward a sustainable future where businesses can change direction and stand with people, invest in the power of informed decisions, and drive collective actions.

The role of business: stop selling and start to build a future together with your customers

This book is grounded in extensive academic research, with transparent citations that provide access to original sources for further details and deeper insights from environmental studies, marketing, social sciences, and psychology. It presents 50 innovative strategies for new business leaders and innovators to drive the consumption revolution through a unique Emotional capital approach, emphasizing that inner change enables success in business, leadership, and life. Emotional capital is the internal resource that emerges through social interactions when we invest in the common good.

Decision-making leaders should harness the genuine ability to feel others rather than solely relying on effective behavioral and communication intelligent protocols, which, while helpful, do not advance social change

This book offers a novel perspective on empathy, highlighting the empowerment of others by sharing knowledge, skills, and practices. It also presents sustainable transformations as an exciting, inspiring, and practical possibility, offering leadership ideas for a new mindset and discovering an unprecedented role for business. The first five chapters focus on researching and analyzing emerging science behind impulsive buying behavior related to empowerment and social transformation and summarizing key information to save executive time. These chapters help business leaders understand overconsumption with essential nuances and encourage redefining leadership for a “triple-win” approach—benefiting people, the planet, and universal prosperity.

Businesses are encouraged to shift from simply meeting customer needs to empowering them: stop selling for people and start building a future together.

The book’s second part provides detailed descriptions for each of the 50 strategies summarized across five dimensions of emotional capital, each with a specific role for businesses to apply and leadership skills to employ, offering a strong foundation for a sustainable future.

After discovering this information, I see opportunities for actions beyond simply addressing overpopulation or relying on quick fixes.

The ideas in this book can inspire significant progress, from entrepreneurial startups to boardrooms, helping to ensure a more abundant future for everyone.

By combining science, business, and collective action, we can empower individuals, not just policymakers, to drive real change

I want to explore this path with you—connecting what we already know to practical business strategies that move beyond superficial greenwashing toward real, lasting sustainability. Let’s ask the tough questions, challenge our assumptions, and imagine what’s truly possible together. 

That’s all for today.

We’ll talk again in two weeks.

If these words were useful to you, please share your thoughts with Your Emotional Capital Newsletter readers: we are happy to hear from you!

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Find me on LinkedIn or website. Send me professional inquiries at Kirkus ProConnect. Whenever you’re ready, there are 3 ways I can help you:

1. Your Emotional Capital Newsletter informs you with a mosaic of perspectives and insights on how emotional depth can fuel transformation, expedite learning, and activate greater cognitive capacities. Here, vulnerability meets strength, and sensitivity is recast not as a liability but as a potent asset.
2. Emotional Capital for the Triple Win: 50 Innovative Ways to Lead the Consumption Revolution reveals 50 innovative strategies to transform consumer behavior for a triple win: benefitting people, the planet, and universal prosperity. It is a groundbreaking guide for the next generation of business leaders, founders, and innovators. Available 24th June 2025.
3. The Gift of Sensitivity Book saves your precious time summarising 8 years of research & personal journey. Take a copy to discover your own sensitivity, transforming it into a superpower for a future with extraordinary faculties such as creativity, originality, innovation, intuition, flexibility, and inclusiveness in times of technological acceleration.