Sustainable Purpose- and Passionpreneurship: New-Age Lifestyle or a Necessity for Sustainable Development?

Entrepreneurship has proven to be a dynamic force for societal change in urgent global transformation toward sustainability. While governments and established institutions often move slowly, a new wave of entrepreneurs—guided by passion, purpose, and a holistic worldview—are actively shaping alternative paths to sustainable development. This study investigates how entrepreneurs integrate personal purpose, well-being, and a holistic approach into their businesses and lifestyles. Drawing on observations and interviews with selected entrepreneurs, the research employs thematic analysis to explore their motivations, decision-making processes, and the role of environments in shaping their ventures. The findings highlight a distinctive approach of conscious entrepreneurs: a shift from profit maximisation to values-based operations, educational marketing to foster authentic client engagement, and a regenerative leadership style that prioritises balance, relational intelligence, and co-creation. Unlike digital nomads or traditional influencers, these entrepreneurs represent a grounded, intentional lifestyle rooted in inner development and collective transformations. The results of this study contribute to a growing body of interdisciplinary literature on sustainability and entrepreneurship by offering an expanded understanding of purpose and passion in sustainable/conscious entrepreneurship and proposing an updated business model canvas for such entrepreneurs.