A new set of behaviors is forcing a rethink of old, ossified ideas about cold-blooded capitalism. We are seeing the emergence of a structure best described as The Impact Economy. This is not some bubble-driven phenomenon, but a recalibration of supply and demand based on a more accurate system of measures that internalizes externalities and prioritizes impact. It imagines a new equilibrium predicated on a social contract influenced as much by Adam Smith’s Theory of Moral Sentiments rather than only The Wealth of Nations. It conceives of a values-led, mission-driven marketplace wherein true gains are those outcomes that achieve market-rate financial returns without entirely trading off on social good. ~Jonathan Greenblatt