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

Abstract

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.

1. Introduction

The enquiry for this study began with the quote from James Gustave Speth (2015): ‘I used to think that top environmental problems were biodiversity loss, ecosystem collapse, and climate change. I thought that thirty years of good science could address these problems. I was wrong. The top environmental problems are selfishness, greed, and apathy, and to deal with these, we need a cultural and spiritual transformation. And we scientists don’t know how to do that.’ The former set a background for this research study, focusing on the reflective development of society through a lens of spiritual transformation and conscious entrepreneurship—a new wave of entrepreneurs, who not only offer services in personal transformation, but are also guided by purpose and passion in their businesses, while reevaluating our broken relationship with the environment, oneself and each other for a more sustainable future.

Indigenous knowledge offers a holistic framework for understanding our embeddedness with the environment and its importance to sustainable development, reflecting the importance of reconnecting with nature. Through ethnographic research of several cultures in Asia, Europe and the Americas, I came to appreciate how many indigenous cultures view life through the lens of four interconnected directions—physical, mental, emotional, and spiritual [1] as well as through our relationship with self, each other and the Planet [2]. This multidimensional understanding challenged my previous notions, mainly rooted in Western views on sustainability, and revealed the deep interdependence between human well-being and the natural world. Recognising and respecting indigenous wisdom underscores the urgent need to adopt more inclusive, holistic approaches to sustainability that honour traditional knowledge and ecological science. These changes are finally getting reflected in the international policy arena, for example, with indigenous participation in COP negotiations (the formal recognition and structured mechanisms for their engagement have become more prominent in recent years, particularly with adopting the Baku Workplan during COP29 [3]).

With the application of the indigenous medicine wheel framework, this study’s results suggest an emergence of a business and lifestyle approach that prioritises holistic well-being over material success and places deeper purpose and inner transformation at its core, inspiring societal changes that are so needed [4]. Rather than pursuing unchecked growth, this vision calls for peaceful, conscious living methods that align with sustainable development principles [2,5]. In reply, new business models and types of entrepreneurs have emerged, offering a transformative response to the urgent call for societal and planetary renewal. These conscious entrepreneurs navigate their ventures not solely for profit, but as vehicles for cultural, spiritual, and ecological healing [6,7]. Their work reflects a conscious shift from conventional success metrics to more holistic values, including well-being, authenticity, and collective flourishing. This movement symbolises a more profound transition from living on the land to living with the land, from Ego to Eco perspective, honouring our interdependence with nature [8]. It is a call to reimagine both business and life through the lens of sustainability and inner maturity [9]. The path toward a regenerative future demands more than green technologies or policy shifts—it requires a cultural awakening grounded in empathy, connection, and the courage to create conscious ways of being [10]. The case of three different entrepreneurs in this study illuminates what is possible when personal purpose aligns with global responsibility.

2. Literature Review

2.1. Sustainable/Conscious Entrepreneurship–Integration of Indigenous Wisdom

Sustainability is increasingly recognised as a multidimensional concept that integrates environmental, social, and economic aspects [11,12]. Indigenous frameworks, embedded in the ecological aspect, such as the medicine wheel, add valuable insights to sustainability by emphasising the interconnectedness of humans, nature, and all things. Incorporating such frameworks into sustainability can foster more sustainable and resilient systems. This perspective connects deeply with indigenous traditions, emphasising respect for the environment, guardianship and our interdependence [2,4]. Integrating indigenous knowledge into future evaluative thinking, personal and professional development, sustainable resource allocation, policy and practice, organisational systems, and entrepreneurship enhances our ability to create inclusive frameworks that combine traditional ecological knowledge and modern scientific advancements [13].

Integrating the medicine wheel into sciences has primarily been limited to fields such as health, therapy, and education, where its focus on holistic human development has been widely recognised [14,15]. However, its potential contributions to business frameworks remain underexplored. The medicine wheel’s emphasis on interconnectedness, cyclical balance, and relational accountability offers valuable insights for reconceptualising entrepreneurship through a lens of personal empowerment and transformation, aligned with broader societal, environmental, and economic goals [1,10]. Emerging scholarship highlights its applicability to organisational transformation, decision-making, and community-based sustainability practices, showing promise in integrating indigenous knowledge systems with contemporary sustainability challenges [13,16]. Applying the medicine wheel to entrepreneurial business model development supports the creation of regenerative, values-driven ventures that prioritise individual development as foundational to sustainable change [9,17,18]. This intersection aligns traditional ecological knowledge with modern frameworks for sustainable development and conscious entrepreneurship—Figure 1.

Figure 1 reflects the current discussion on sustainable entrepreneurship, including its primary drive by the demand to achieve sustainability and embrace sustainable business practices to protect people, the planet, and profits [9,19]. The framework is expanded by the fourth pillar, integrating the commonly used three pillars of economic, environmental and social aspects with the individual elements, such as spiritual capability and holistic awareness of inner impact on collective transformation, expanding sustainable/conscious entrepreneurship to a more integrated inner/outer/planetary interconnectedness [1,5,11].

2.2. Passion and Purpose in Entrepreneurship

Passionpreneurs, who prioritise their values and passions over traditional profit motives, exemplify a growing trend of business models realignment with societal and environmental goals [20]. As several scholars note, passion often acts as the core driver of meaningful entrepreneurial action, empowering individuals to design ventures that create positive community impact while fostering personal fulfilment [21]. This resonates strongly with the field of social innovation, which frames entrepreneurship as a vehicle for addressing systemic challenges through novel solutions and value creation for society rather than shareholders alone [22,23]. Hence, passionpreneurs embody a shift, integrating economic viability and self-efficacy towards social changes and sustainability [24].

The COVID-19 pandemic has accelerated this trend, forcing a widespread reevaluation of careers, values and meanings, and stimulating a search and creation of companies and businesses rooted in passion, purpose, and contribution [21,25]. This shift aligns with broader human development theories, such as Maslow’s hierarchy of needs and Theory U, which highlight the higher-level need for self-actualisation and transformative leadership for purpose [18]. Thus, entrepreneurs increasingly integrate inner passion with planetary needs, creating business models prioritising holistic wellbeing and social innovation [20,21,22]. Additionally, after the widespread adoption of online business practices, many passionpreneurs embedded lifestyle changes with global dimensions of purposeful relocation, where individuals leveraged cross-cultural insights to co-create impactful ventures, among other international entrepreneurial activities [25,26,27,28,29,30].

2.3. The Regenerative Business Model Canvas

The traditional business model canvas (BMC) often prioritises profit maximisation and operational efficiency [31]. Most of the entrepreneurial activities described in it do not reflect the social innovation, sustainable development and indigenous wisdom lenses; hence, for conscious passion- and purposepreneurs, the canvas must be reimagined through a human-centric, values-driven, and sustainable approaches [2,31,32]. Blending individual development with professional purpose, these entrepreneurs can operate within frameworks that emphasise passion, presence, and deep alignment with inner and outer ecosystems [21,26]. Their business models reflect a more regenerative approach to leadership, rooted in service, intuition, and co-evolution with clients and communities, adding to the environmental layer based on a life-cycle perspective and the social layer based on a stakeholder perspective [8,31]. This expands the traditional view of leadership towards regenerative leadership, which is defined by well-being and long-term individual and planetary success.

In marketing, conscious businesses use resonative or pay-it-forward strategies [33], where storytelling and vulnerability replace aggressive sales tactics, connecting with clients authentically and meaningfully [31]. This aligns with the social layer of revised BMC and generosity-based models, fostering deeper engagement with audiences attuned to transparency and integrity [31,34]. Social media can play a central role in these models, functioning not only as a promotional tool but as a platform for relationship-building and value sharing [35]. Research indicates that social media marketing is especially effective for purpose- and mission-driven entrepreneurs, enabling direct, interactive, and trust-based connections with their audiences [36,37]. Entrepreneurs can create resonance, encouraging organic growth and loyalty, using platforms like Facebook, Instagram, YouTube, or LinkedIn to share stories, behind-the-scenes content, and educational material. This approach enhances visibility while staying aligned with the core values of authenticity and service [35,37].

The sustainable approach also challenges the industrial or non-feminine ‘always-on’ working structure by offering regenerative ways that support mental and spiritual sustainability alongside business growth [32,38,39]. Rather than adhering to rigid work structures, sustainable/conscious entrepreneurs can prioritise a more balanced, flow-based work rhythm and effective delegation. Delegating tasks such as marketing, administration, or production–primarily through freelance or trusted collaborators–enables entrepreneurs, especially women entrepreneurs, to focus on their zones of genius and broader non-economic activities [38,39]. Indigenous wisdom also reflects these accommodations through cyclical life patterns, acknowledging personal and seasonal rhythms [1,10].

Leadership among conscious entrepreneurs moves away from hierarchy and toward relational, regenerative dynamics [8,39,40]. Leaders operate as facilitators, mentors, and nurturers–roles typically aligned with feminine energies such as empathy, intuition, and co-creation [32,41]. This doesn’t exclude structure or accountability; masculine qualities like strategy, action, and resilience are equally honoured, creating balance and integrative strength [26]. These businesses function as ecosystems, focusing on planetary health and societal well-being, where leadership is shared or in service to the team, decisions are made with integrity, and space is held for transformation, both for clients and within the organisations [13,16,31,40]—

Table 1. Integration of the medicine wheel, passion and purpose into a business model canvas (based on the discussion above–by author).

BMC Element	7DMW Direction	Holistic Insight/Integration
1. Customer Segments	South	Focusing on building authentic, trust-based relationships. Understanding emotional and spiritual needs of customers. Attracting customers that resonate with the business offerings, across segments.
2. Value Proposition	East	Illuminating the core purpose and vision. Offering solutions that are passion and purpose led, based on personal journey into well-being, regeneration, and transformation—beyond products or services.
3. Channels	West	Using reflective and responsible communication pathways. Ensuring methods of reaching customers are authentic and sharing (e.g., educational/social media marketing).
4. Customer Relationships	South	Prioritizing empathy, care, and community. Fostering relational, not transactional, dynamics—for example, co-creation, storytelling, trust.
5. Revenue Streams	Below	Grounding income models in values-based exchange, not just extraction. Integrating circular economy and pay it forward practices.
6. Key Resources	North and Below	Developing internal wisdom and team knowledge. Respecting human and planetary capital as sacred, including spiritual, emotional, and ancestral (environmental) resources.
7. Key Activities	East	Ensuring core activities align with the business’s purpose and the greater (planetary) good. Emphasizing service, education, and stewardship.
8. Key Partnerships	Within	Building partnerships based on shared passion and purpose and mutual growth. Centering relational accountability and aligned values.
9. Cost Structure	Above	Reflecting on the environmental, moral and spiritual cost of business. Considering long-term consequences for Earth, communities, and the self—not just financial results.

.

The indigenous medicine wheel and revised BMC encourage entrepreneurs to view business as a living system, embed empathy, healing, and sustainable growth into their strategy, engage with sacred and feminist economics through fair exchange and regenerative cycles, and foster leadership guided by connection and co-creation. This integration creates a regenerative business model canvas (Table 1), where business success is measured by profit and how well it nurtures people, the planet, and higher purpose. Integrating 7DMW directional meanings of the medicine wheel and revised BMC, the table describes each element with a holistic lens, reshaping our views on customer segmentation, value proposition, channels, relationships, revenue stream, key resources, key activities, key partnerships and cost structure [13,31,42,43].

3. Methods

3.1. Research Design

This research aims to expand the understanding of passion-driven and purpose-driven entrepreneurship within sustainability frameworks and the business model canvas. A qualitative case study approach was adopted to explore the lived experiences, perspectives, and insights of entrepreneurs who operate with a sense of passion and purpose. The research design combines ethnographic methods, including participant contextual observations and qualitative interviews, to comprehensively analyse the subject [44,45]. Three case studies were selected for this paper, allowing for an in-depth approach, focusing on theoretical generalisation via constructs development and data analysis via integrative movement between emerging theories, existing literature and cases’ data [46].

A deep understanding of the cultural and social contexts within which the entrepreneurs operate was supported by observations. Through these techniques, the researcher could capture both the tangible and intangible aspects of entrepreneurial life, such as decision-making processes, values, and business/lifestyle contexts. Case study interviews helped with more structured and rich empirical descriptions, revealing underlying patterns and relationships of complex phenomena such as conscious entrepreneurs. This research study is exploratory and descriptive, allowing new insights and theories to emerge inductively as the data collection progressed [46,47].

3.2. Data Collection

The data collection for this study involved a combination of ethnographic observations and in-depth case interviews with entrepreneurs operating online and residing in Indonesia, Mexico and Portugal, the places that exemplify global entrepreneurial hubs. Non-discriminative purposive sampling, a widely used method in qualitative research, was employed to find information-rich cases of entrepreneurs [48]. This sampling method helped to identify three participants who met the research goals and inclusion criteria of being established, successful, purpose- and passion-driven entrepreneurs operating globally.

The inclusion criteria for participants:

• Entrepreneurs who have been in business for at least 4–5 years.
• Entrepreneurs who focus on sustainability, purpose, and passion as core drivers of their business models.
• Entrepreneurs who operate in global markets, mostly through online channels, and communicate primarily in English.
• Entrepreneurs based in or operating from global entrepreneurial hubs, such as Bali, Mexico, and Portugal.

Influencers, digital nomads, entrepreneurs without a viable business model, and those with short-term business success were not considered for this research. Excluding these categories was to reflect on individuals who have sustained functional long-term passionpreneurships.

In terms of data collection methods, the study used a combination of in-person conversations (initially) and online interviews. Interviews lasted around 60 min and were guided by a semi-structured questionnaire covering key topics such as entrepreneurial vision, business strategies, operations, environmental influences, and personal values. Participants have consented to participate in this research project (Appendix A) and were made conversant with data documents, ensuring data transparency and ethical considerations.

3.3. Data Analysis and Quality of the Qualitative Approach

Data was transcribed using transcription technology like TurboScribe and analysed using narrative and thematic analysis methods with Nvivo and manually [49,50,51]. This analysis method was chosen because it allows for identifying recurring themes, stories, and insights related to the researched topics. The qualitative data analysis followed a systematic and integrative approach, allowing themes and patterns to emerge directly from the data and through the use of theoretical concepts derived from the existing literature, supporting guidance of the aggregation of codes and themes and allowing for a deeper interpretation of the data [46,51,52].

To ensure the rigour in the analysis, the study adopted the Gioia methodology, which emphasises the extraction of key themes and concepts through an iterative process [52]. This involved three stages of data analysis:

1.

First stage: The researcher identified keywords and key phrases from the interview transcripts, observations, social media presence and documents (websites) (Table 2).

2.

Second stage: These keywords were organised into thematic clusters to represent broader theoretical concepts (Table 3).

3.

Third stage: The themes and concepts were aggregated to form dimensions that capture the essence of the entrepreneurial experience within the sustainable/regenerative entrepreneurship context (Table 4).

In addition, this research applied trustworthiness criteria, including:

• Credibility: Achieved through data triangulation, where different data sources (observations, interviews, social media channels, websites) and perspectives were compared to ensure that findings were grounded in a broad range of experiences.
• Transferability: Ensuring the research findings can be applied to similar contexts through a detailed description of the study’s settings (semi-structured interview questions, data analysis process).
• Dependability: Documenting the data collection and analysis processes carefully to ensure the research process is transparent and replicable (interviews’ raw files, transcription files, analysis documents).
• Confirmability: Maintaining objectivity and transparency in the data collection and analysis processes, ensuring that the findings reflect the participants’ perspectives, not the researcher’s biases [52].

The names of the entrepreneurs and their companies are not disclosed here for academic neutrality and ethical clearance conditions. However, this information can be disclosed upon request, as the entrepreneurs consented to complete transparency.

4. Empirical Data and Analysis

4.1. Three Cases and Observations

4.1.1. Case 1: Holistic Well-Being and Transformation Mentor, a Published Author

Her company was founded as a reflection of her self-discovery, healing, and transformation journey. With a background in psychology, coaching, and holistic well-being, she wanted to create a space where individuals could connect with themselves, heal, and grow through creative and therapeutic modalities. She started her company’s journey in Mexico, where she currently resides, with online sessions and organising workshops worldwide, e.g., in India and Lithuania. Over time, the company evolved into a mixed (online and offline) wellness hub, incorporating various elements such as yoga, mindfulness, and personal development lectures, workshops and programs.

One of the company’s core principles is the integration of different healing modalities, including psychology-based coaching, somatic practices, holistic nutrition and expressive arts. The entrepreneur’s vision is to blend scientific knowledge with ancient wisdom, creating a holistic approach that allows individuals to explore their emotions, process life experiences, and cultivate self-awareness. She emphasised the importance of authentic connections and fostering a safe, supportive environment for people to explore their inner world. Through the company, she not only provides tools for personal development but also creates a vibrant community of like-minded individuals where they can share their stories and inspire one another. She shares much of her knowledge via online posts through her social media accounts and creates spaces (both online and offline) for her clients to share and collaborate.

Ultimately, the company represents the entrepreneur’s mission to guide others in finding clarity, balance, and purpose, rooted in the idea of living authentically. Her journey with the company continues to evolve, reflecting her deep commitment to helping individuals reconnect with themselves and embrace a more abundant, self-expressed life.

4.1.2. Case 2: Spiritual and Personal Growth Coach

The next entrepreneur’s journey is deeply rooted in spirituality and a commitment to personal and collective transformation. His business is not just about economic success but about creating a meaningful impact by integrating spiritual wisdom with modern business practices.

From an early stage, he was drawn to the connection between inner growth and external impact. His venture emerged from a personal journey of self-discovery, seeking ways to bring spiritual awareness into people’s daily lives. He developed free offerings first, then a business that combines ancient wisdom with contemporary coaching and mentoring approaches, guiding individuals to align with their higher purpose. A key aspect of his business is holistic well-being, focusing on mental, emotional, and spiritual healing. He offers various services, including personal development courses and transformational coaching.

The entrepreneur believes that business can be a vehicle for conscious change, fostering a new kind of leadership based on authenticity. He integrates conscious principles such as mindfulness, energy work, and universal connectedness into his entrepreneurial practice, ensuring that his business aligns with his values and serves a greater purpose. He envisions expanding his impact by collaborating with like-minded entrepreneurs and building a global community centred on conscious business and spiritual growth, becoming the next conscious billionaire, operating within an abundance mindset.

His story reflects the rise of spiritual/conscious entrepreneurship, where business is not just a commercial venture but a path to self-awareness, healing, and positive change. He integrates his fatherhood and lifestyle in his social media storytelling and employs an educational marketing approach. He has recently moved to Portugal, a country that is friendly to entrepreneurs, and lives next to the ocean with his family of five.

4.1.3. Case 3: A Relationship Coach, Best-Selling Author, TEDx Speaker

This entrepreneur founded a globally recognised coaching business that helps individuals and couples cultivate deeper, more compassionate relationships. Her work focuses on teaching people how to ‘love bigger’, speak their truth with compassion, process trauma, and foster authentic connection. Her entrepreneurial journey is deeply rooted in her values of self-awareness, intuition, and connection—not only with others but also with nature and purpose.

Her business began as a solopreneurship. Over time, it evolved into a more expansive, service-driven enterprise. As her business stabilised, she started channelling resources into impactful causes, such as supporting the projects where she lives (for example, the Bali Street Moms Project) and integrating external social impact into her business model. The theme of connection–to oneself, others, and the environment–is central to her identity as a passionpreneur. Her decision to base her family and business in Bali was initially driven by the island’s spiritual and nature-connected culture. However, her reflections show a critical awareness of environmental degradation in the country, calling for greater education and sustainable practices.

Her business model is deeply feminine in structure: cyclical, intuitive, and relationship-based. She aligns her professional schedule with her monthly cycles. She integrates holistic self-care and delegation to maintain creativity and prevent burnout, arguing that balance is as essential as nervous system regulation and authenticity. Her leadership is rooted in regenerative principles, valuing each team member’s well-being and passions. She challenges traditional hierarchies by blurring the boundaries between professional and personal relationships while maintaining clear and compassionate communication. Her approach fosters deep trust and engagement, reflecting a broader movement toward relational and inclusive leadership.

In terms of marketing and strategy, she focuses on resonance over persuasion. She tunes into her clients’ lived experiences and speaks their language, using storytelling and emotional intelligence to create offerings that meet their actual needs. Her offerings range from high-touch group coaching to accessible, self-guided courses, and she is currently preparing for a TEDx talk to share her message more widely (NOTE: at the time of the interview, she was preparing for her TEDx talk, which she successfully delivered in April 2025). She defines success not solely financially but as peace, freedom, alignment with purpose, and the ability to live joyfully while creating a positive ripple effect in the world. Her story exemplifies a new generation of entrepreneurs who integrate inner transformation with sustainable business models, demonstrating that authentic leadership, intuition, and values-driven practices are viable and vital for the future of work.

4.1.4. Author’s Observations from Bali, Mexico, and Portugal

My observations in Bali, Mexico, and Portugal offered rich insights into the evolving landscape of conscious entrepreneurship, shaped by the interplay of local traditions, expat innovation, and communal experimentation. These locations–now recognised as global nodes for remote work, well-being tourism, and spiritual exploration–are also vibrant ecosystems for passion- and purpose-led entrepreneurial activities.

Bali appeared to me as a profoundly spiritual environment. Rooted in Balinese Hinduism, the local culture’s integration of ceremony, nature worship, and community rituals fosters an atmosphere of alignment with cyclical natural processes and deep presence. Many entrepreneurs, both locals and expats, build their ventures around values of balance, spiritual embodiment, and creativity. Ubud, in particular, functions as an unofficial global centre for healers, digital nomads, and spiritual entrepreneurs. Casual conversations in healthy cafes or yoga shalas often turn into collaborations or soul-inspiring exchanges. Notably, many passionpreneurs consciously integrate traditional Balinese values, such as Tri Hita Karana (harmony between humans, nature, and the divine), into their work.

Mexico, especially areas like Tulum and Oaxaca, introduces a different flavour of rootedness. The presence of indigenous wisdom visible in temazcal (sweat lodge) practices, cacao ceremonies, and Mayan cosmology resonates strongly with expat entrepreneurs seeking spiritual depth and cultural grounding. Many solopreneurs I encountered in Tulum consciously built businesses around healing, plant medicine, and ancestral knowledge, often blending indigenous practices with modern wellness modalities. However, conversations with locals revealed tensions around cultural appropriation, land use, and the influx of tourism-driven development, highlighting the importance of ethical entrepreneurial practices in culturally rich contexts.

Portugal, especially Lisbon and coastal towns like Porto, serves as a hub for creative, lifestyle, and tech-based solopreneurs. The country’s slower pace and natural beauty attract many seeking lifestyle balance and freedom. Though the spiritual aspect is subtler compared to Bali or Mexico, there is a rising interest in mindfulness, regenerative practices, and holistic education. Communities of conscious entrepreneurs, often composed of multilingual, globally-minded expats, regularly gather at co-working spaces, markets, or permaculture farms to exchange ideas and build support networks.

Across all three locations, I noticed a shared ethos among the expat entrepreneurs: a desire to integrate personal growth, purpose-driven work, and regenerative living. Entrepreneurial hubs function as third spaces, where professional aspirations meet life explorations. From cacao ceremonies in Mexico to permaculture gatherings in Portugal and movement meditations in Bali, these environments nurture deep reflection and new ways of business-building. These ethnographic encounters have informed my understanding of conscious entrepreneurship as a business practice and a way of life—a commitment to creating harmony with one’s inner truth, the surrounding community, and the natural world.

4.2. Data Analysis

In the first part of the data analysis, the researcher identified keywords and key phrases from the interview transcripts, observations and websites/social media. These keywords were then organised into thematic clusters to represent broader theoretical concepts. In the last stage, the themes and ideas were aggregated to form dimensions that capture the essence of the entrepreneurial experience within the context of the business model canvas.

Based on the transcripts, observations and social media presence, several central keywords and phrases were extracted (Table 2):

Table 2. Keywords and key phrases.

	Key Words	Key Phrases/Quotes
Case 1	Mission, coach, mentor, helping people, spiritual business, life’s purpose, single mother, conscious leader, manage emotions, own transformation, strong values, self-care, awaken, experience, empowerment, somatic wealth, self-worth, compassion, loyalty, truth, Mexico called, authenticity, own voice, self-regulation, grounding, providing tools, retreats and coaching sessions, women needs, holistic life, prosperity mindset	‘Because the spiritual entrepreneurship and the spiritual business playground is also a business playground’ ‘I’ve myself invested in multiple trainings, not only to learn the principles, but also to study from the other masters who really give this wealth of knowledge …’ ‘Self-worth is, in my experience, it’s truly vital if we’re speaking about people who are sharing their knowledge’ ‘That leader is in a relationship with themselves through self-worth’ ‘I am just spreading the empowerment message … and tools’ ‘So today I’m living my life’s purpose.’ ‘So to be an entrepreneur in a spiritual path, I feel that it’s one of the most challenging roles. I will not say one of the most difficult because it gives a huge pleasure, but it’s one of the most challenging. Why? Because you are walking a very thin line to always remain in your own truth.’ ‘For example, Bali has a frequency of creativity. So many people are creative. So many new projects are born there.’ ‘Mexico did come to me in all of its glory. So for me, Mexico is very grounding …’
Case 2	Purpose, helping people, enlightment, multidimensional being experience, body and mind, emotions, Portugal (the joy of living), part time dad, passion, enthusiasm, marrying passion and money, balance, family, going with the flow, flexible schedule around parenting, inter-exchangeable, wife as a business partner, healthy boundaries with the team, avoiding confusion of roles, psychology, work ethic, online programs, word of mouth, happiness based marketing, stories, mindfulness, nature (ocean), peaceful environment, authenticity, freedom, spiritual evolution	‘I help people to understand themselves better’ ‘The satisfaction and joy that you get from just breathing and just doing what you do is one of the biggest rewards. Actually, … in the beginning of my career, I was happy to do it for free.’ ‘And I think I was able to marry these ideas, the one which is related to passion and the other one to making money out of it. By explaining to myself that, it’s all related to the balance of give and take.’ ‘My ego likes to entertain itself in the idea that I can become a so-called enlightened billionaire.’ ‘And they (clients) really want to get most out of their lives, because at least 60% of the clients I work with, they have already solved most of their problems, so to speak, and now work on improving what they have.’ ‘Clients: Yes, I have everything, and what now? Like, I have checked all the boxes that the society wants from me. What’s next?’ ‘I would call it resonative marketing. So people read what I post and they have some resonance of that.’ ‘I use it (social media) to manifest myself. Stating my goals, my values, my approaches, my views on life, because now it’s person-to-person marketing.’ ‘People get very personal, resonating through stories I post, for example. And this is what I think works best.’
Case 3	Passionpreneur, conscious entrepreneurship, emotional intelligence, regenerative business, feminine business models, holistic well-being, social impact, nervous system regulation, resonance-based marketing, authenticity, connection, self-awareness, delegation, intuition, sustainability, entrepreneurial freedom, inner peace, Bali (as symbolic location), community empowerment	‘As an entrepreneur and a coach, I am constantly looking for, how can I be more deeply connected with my clients and help them be more connected with themselves and with others’ ‘I teach people all around the world … how to love better, love bigger, how to speak your truth with compassion.’ ‘In the beginning, it was just me, I’m a solopreneur … then through time and evolution, you learn how to become successful.’ ‘How can we make our purpose even bigger? That’s where the ripple effect begins.’ ‘10% of proceeds from my full-time program go to Bali Street Moms … helping women and children taken off the street.’ ‘How are we considering Mother Earth? How are we doing work that serves us, but also serves others?’ ‘Connection is my word.’ ‘I’m constantly looking for how can I be more deeply connected—with my children, my husband, my clients, with myself.’ ‘Partner dancing is an art form through which I teach people how to cultivate connection.’ ‘Bali is magical … the only place where my husband and I both fell in love with the land.’ ‘The connection with nature and ceremony here is like nowhere else.’ ‘The Balinese put offerings at every intersection, in their motorbikes—it’s a culture of gratitude and nature reverence.’ ‘There’s this story that women are supposed to have it all … and it’s too much.’ ‘In Bali, I have support. I have help. And that’s a huge reason why I can be the kind of entrepreneur and mom I want to be.’ ‘Men run on solar cycles. Women on lunar cycles. If we ignore our rhythms, we burn out.’ ‘I block off my calendar during menstruation. I schedule key creative work during ovulation. Most of my business decisions revolve around this.’ ‘My core value is knowing yourself. Self-love. Authenticity.’ ‘Intuition is a powerful driver. If I don’t make space for it, I miss opportunities to connect, grow, and serve.’ ‘I lead with vulnerability and connection.’ ‘I don’t believe in rigid roles–coach or friend–I believe in boundaries and clarity, not separation and performance. ‘Speak your truth with compassion. It’s not about being a jerk or losing your voice. It’s a balance.’ ‘My business model is: what do people need? What are their pain points? How can I give them both sugar and medicine?’ ‘Marketing isn’t about pushing. It’s about resonance. It’s about speaking their language so I can help them.’ ‘Hire help before you think you’re ready. Your power lies in not doing everything alone.’ ‘Success is peace.’ ‘It’s sleeping well. It’s having freedom. It’s knowing I’m living my purpose.’ ‘I create from joy and abundance, not scarcity and fear.’

Table 2. Keywords and key phrases.

	Key Words	Key Phrases/Quotes
Case 1	Mission, coach, mentor, helping people, spiritual business, life’s purpose, single mother, conscious leader, manage emotions, own transformation, strong values, self-care, awaken, experience, empowerment, somatic wealth, self-worth, compassion, loyalty, truth, Mexico called, authenticity, own voice, self-regulation, grounding, providing tools, retreats and coaching sessions, women needs, holistic life, prosperity mindset	‘Because the spiritual entrepreneurship and the spiritual business playground is also a business playground’ ‘I’ve myself invested in multiple trainings, not only to learn the principles, but also to study from the other masters who really give this wealth of knowledge …’ ‘Self-worth is, in my experience, it’s truly vital if we’re speaking about people who are sharing their knowledge’ ‘That leader is in a relationship with themselves through self-worth’ ‘I am just spreading the empowerment message … and tools’ ‘So today I’m living my life’s purpose.’ ‘So to be an entrepreneur in a spiritual path, I feel that it’s one of the most challenging roles. I will not say one of the most difficult because it gives a huge pleasure, but it’s one of the most challenging. Why? Because you are walking a very thin line to always remain in your own truth.’ ‘For example, Bali has a frequency of creativity. So many people are creative. So many new projects are born there.’ ‘Mexico did come to me in all of its glory. So for me, Mexico is very grounding …’
Case 2	Purpose, helping people, enlightment, multidimensional being experience, body and mind, emotions, Portugal (the joy of living), part time dad, passion, enthusiasm, marrying passion and money, balance, family, going with the flow, flexible schedule around parenting, inter-exchangeable, wife as a business partner, healthy boundaries with the team, avoiding confusion of roles, psychology, work ethic, online programs, word of mouth, happiness based marketing, stories, mindfulness, nature (ocean), peaceful environment, authenticity, freedom, spiritual evolution	‘I help people to understand themselves better’ ‘The satisfaction and joy that you get from just breathing and just doing what you do is one of the biggest rewards. Actually, … in the beginning of my career, I was happy to do it for free.’ ‘And I think I was able to marry these ideas, the one which is related to passion and the other one to making money out of it. By explaining to myself that, it’s all related to the balance of give and take.’ ‘My ego likes to entertain itself in the idea that I can become a so-called enlightened billionaire.’ ‘And they (clients) really want to get most out of their lives, because at least 60% of the clients I work with, they have already solved most of their problems, so to speak, and now work on improving what they have.’ ‘Clients: Yes, I have everything, and what now? Like, I have checked all the boxes that the society wants from me. What’s next?’ ‘I would call it resonative marketing. So people read what I post and they have some resonance of that.’ ‘I use it (social media) to manifest myself. Stating my goals, my values, my approaches, my views on life, because now it’s person-to-person marketing.’ ‘People get very personal, resonating through stories I post, for example. And this is what I think works best.’
Case 3	Passionpreneur, conscious entrepreneurship, emotional intelligence, regenerative business, feminine business models, holistic well-being, social impact, nervous system regulation, resonance-based marketing, authenticity, connection, self-awareness, delegation, intuition, sustainability, entrepreneurial freedom, inner peace, Bali (as symbolic location), community empowerment	‘As an entrepreneur and a coach, I am constantly looking for, how can I be more deeply connected with my clients and help them be more connected with themselves and with others’ ‘I teach people all around the world … how to love better, love bigger, how to speak your truth with compassion.’ ‘In the beginning, it was just me, I’m a solopreneur … then through time and evolution, you learn how to become successful.’ ‘How can we make our purpose even bigger? That’s where the ripple effect begins.’ ‘10% of proceeds from my full-time program go to Bali Street Moms … helping women and children taken off the street.’ ‘How are we considering Mother Earth? How are we doing work that serves us, but also serves others?’ ‘Connection is my word.’ ‘I’m constantly looking for how can I be more deeply connected—with my children, my husband, my clients, with myself.’ ‘Partner dancing is an art form through which I teach people how to cultivate connection.’ ‘Bali is magical … the only place where my husband and I both fell in love with the land.’ ‘The connection with nature and ceremony here is like nowhere else.’ ‘The Balinese put offerings at every intersection, in their motorbikes—it’s a culture of gratitude and nature reverence.’ ‘There’s this story that women are supposed to have it all … and it’s too much.’ ‘In Bali, I have support. I have help. And that’s a huge reason why I can be the kind of entrepreneur and mom I want to be.’ ‘Men run on solar cycles. Women on lunar cycles. If we ignore our rhythms, we burn out.’ ‘I block off my calendar during menstruation. I schedule key creative work during ovulation. Most of my business decisions revolve around this.’ ‘My core value is knowing yourself. Self-love. Authenticity.’ ‘Intuition is a powerful driver. If I don’t make space for it, I miss opportunities to connect, grow, and serve.’ ‘I lead with vulnerability and connection.’ ‘I don’t believe in rigid roles–coach or friend–I believe in boundaries and clarity, not separation and performance. ‘Speak your truth with compassion. It’s not about being a jerk or losing your voice. It’s a balance.’ ‘My business model is: what do people need? What are their pain points? How can I give them both sugar and medicine?’ ‘Marketing isn’t about pushing. It’s about resonance. It’s about speaking their language so I can help them.’ ‘Hire help before you think you’re ready. Your power lies in not doing everything alone.’ ‘Success is peace.’ ‘It’s sleeping well. It’s having freedom. It’s knowing I’m living my purpose.’ ‘I create from joy and abundance, not scarcity and fear.’

The common themes and meanings that emerged are listed in Table 3:

Table 3. Summary: common themes and meanings.

Common Themes	Meanings
Integration of passion and purpose	Aligning work with inner calling; shifting focus from purely profit-driven motives to meaningful purpose, by following their passion and heart, service to people and humanity
Holistic and sustainable business practices	Importance of cyclical flow, self-care, delegation, healthy work relationships, and peaceful environment
Connection with nature and environment	Location choice based on natural harmony and cultural values; nature as both inspiration and healing—choosing locations (for example, Bali, Mexico, Portugal) based on how these environments support their holistic and creative approaches, underscoring the importance of place in shaping their business model and lifestyle.
Conscious leadership	Leadership through genuine connection; maintaining clear boundaries with team/clients, meaningful leadership through being authentic and vulnerable
Non-traditional marketing and communication	Authentic, story-driven, and resonative marketing to attract clients who share similar values and purpose, using technology to support a balanced and efficient online workflow
Redefining success	Success is reinterpreted by achieving a sense of purpose, inner peace, freedom, and social impact rather than just financial gain.

Table 3. Summary: common themes and meanings.

Common Themes	Meanings
Integration of passion and purpose	Aligning work with inner calling; shifting focus from purely profit-driven motives to meaningful purpose, by following their passion and heart, service to people and humanity
Holistic and sustainable business practices	Importance of cyclical flow, self-care, delegation, healthy work relationships, and peaceful environment
Connection with nature and environment	Location choice based on natural harmony and cultural values; nature as both inspiration and healing—choosing locations (for example, Bali, Mexico, Portugal) based on how these environments support their holistic and creative approaches, underscoring the importance of place in shaping their business model and lifestyle.
Conscious leadership	Leadership through genuine connection; maintaining clear boundaries with team/clients, meaningful leadership through being authentic and vulnerable
Non-traditional marketing and communication	Authentic, story-driven, and resonative marketing to attract clients who share similar values and purpose, using technology to support a balanced and efficient online workflow
Redefining success	Success is reinterpreted by achieving a sense of purpose, inner peace, freedom, and social impact rather than just financial gain.

5. Main Results and Discussion

This study contributes to the growing discourse on sustainable entrepreneurship by integrating indigenous frameworks, regenerative leadership, and the interplay between passion, purpose, and sustainable business practices. Through an empirical analysis of entrepreneurs navigating conscious and holistic businesses, my findings reveal alignment with existing literature and new insights unique to this research.

5.1. Regenerative Business Model Canvas for Conscious Entrepreneurs

The findings support the growing discussion that emphasises the interconnectedness of sustainability, entrepreneurship and indigenous frameworks [2]. The participants in this study demonstrate an awareness of environmental, social, economic and individual sustainability, building on traditional ecological knowledge (TEK) principles [1,10]. For example, the emphasis on proximity to natural environment highlights the importance of a deep connection with nature in a holistic lifestyle, reinforcing the argument that sustainability requires an integrative approach to human life [1,2,4].

Similar to prior research, the entrepreneurs in this study prioritise intrinsic motivation over financial gain [9,28,29]. Their businesses are deeply rooted in self-expression, healing, and personal transformation, aligning with the passionpreneurship framework and purpose. The role of spirituality in guiding business decisions, as discussed in [5], is evident in the case studies, particularly in Cases 1 and 2, where entrepreneurship is intertwined with self-awareness, meaning and enlightenment. ‘The satisfaction and joy that you get from just breathing and just doing what you do is one of the biggest rewards. Actually, … in the beginning of my career, I was happy to do it for free.’ (Case 2).

The empirical findings support broader trends identified in the literature on passionpreneurship models [20,21] and regenerative leadership [40,42]. Participants redefine success beyond financial metrics, focusing on work-life balance, relationships, and holistic decision-making. Cases 1, 2 and 3 demonstrate how entrepreneurs can maintain agility and creative energy through flexible business systems, often supported by family or small teams. This reinforces the argument that sustainable and regenerative business models evolve toward a more holistic approach, integrating more balanced qualities for organisational resilience and co-creative partnerships [22,35].

Several participants described their business models as the integration of traditionally feminine qualities (intuition, collaboration, emotional intelligence) with traditionally masculine traits (strategy, structure, decisiveness) in a holistic way. This aligns with the literature that advocates balancing these qualities to create resilient and adaptable organisations [32,34,38]. Integrating TEK and modern scientific advancements reflects this balance, bringing the concepts from sacred and feminine economics and regenerative leadership [1,10,42,43]—Table 4.

The adapted canvas shows how conscious entrepreneurs can create income and long-lasting transformation for their clients, communities, and themselves. Key principles of conscious entrepreneurs include deeply embedded purpose and passion, global planetary impact, educational marketing and resonative branding, embodiment and storytelling, balanced and regenerative leadership, and redefined success (Table 4).

Table 4. Regenerative business model canvas for conscious entrepreneurs (based on revised BMC and cases–by author).

Canvas Dimension	Conscious Entrepreneur Adaptation
1. Customer Segments	Heart-aligned clients seeking personal growth, sustainability, authenticity, and value-driven services (for example, well-being seekers, spiritual communities, eco-conscious changemakers).
2. Value Proposition	Empowerment through transformation, holistic services/products rooted in authenticity, spiritual insight, and well-being. Emotional resonance, healing, learning and deep transformation are core.
3. Channels	Educational and resonative marketing via social media, storytelling, word-of-mouth, community platforms, retreats, and online courses. Emphasis on connection over conversion.
4. Customer Relationships	Built on trust, presence, generosity, and service. Ongoing engagement via storytelling, vulnerable sharing, mentorship, and co-creation. Relationships often evolve into community.
5. Revenue Streams	Diverse and aligned: one-on-one services, group offerings, retreats, subscriptions, online programs.
6. Key Resources	Inner resources (intuition, emotional intelligence), skilled collaborators, safe spaces (online/offline), social media presence.
7. Key Activities	Content creation for educational marketing, transformational service delivery, collaboration, self-care, regenerative leadership practices, and inner development.
8. Key Partnerships	Like-minded practitioners, conscious brands, wellness platforms, indigenous knowledge keepers, sustainability networks, online communities, aligned freelancers.
9. Cost Structure	Lean and intentional. Major costs include platform subscriptions, marketing tools, collaborators/freelancers, event hosting, and personal renewal practices (retreats, training). Emphasis on sustainability, not only scale.

Table 4. Regenerative business model canvas for conscious entrepreneurs (based on revised BMC and cases–by author).

Canvas Dimension	Conscious Entrepreneur Adaptation
1. Customer Segments	Heart-aligned clients seeking personal growth, sustainability, authenticity, and value-driven services (for example, well-being seekers, spiritual communities, eco-conscious changemakers).
2. Value Proposition	Empowerment through transformation, holistic services/products rooted in authenticity, spiritual insight, and well-being. Emotional resonance, healing, learning and deep transformation are core.
3. Channels	Educational and resonative marketing via social media, storytelling, word-of-mouth, community platforms, retreats, and online courses. Emphasis on connection over conversion.
4. Customer Relationships	Built on trust, presence, generosity, and service. Ongoing engagement via storytelling, vulnerable sharing, mentorship, and co-creation. Relationships often evolve into community.
5. Revenue Streams	Diverse and aligned: one-on-one services, group offerings, retreats, subscriptions, online programs.
6. Key Resources	Inner resources (intuition, emotional intelligence), skilled collaborators, safe spaces (online/offline), social media presence.
7. Key Activities	Content creation for educational marketing, transformational service delivery, collaboration, self-care, regenerative leadership practices, and inner development.
8. Key Partnerships	Like-minded practitioners, conscious brands, wellness platforms, indigenous knowledge keepers, sustainability networks, online communities, aligned freelancers.
9. Cost Structure	Lean and intentional. Major costs include platform subscriptions, marketing tools, collaborators/freelancers, event hosting, and personal renewal practices (retreats, training). Emphasis on sustainability, not only scale.

5.2. Main Discussion

Unlike conventional sustainable entrepreneurship research [19], this study highlights the significance of indigenous systems in shaping entrepreneurial contexts. Entrepreneurs in Mexico, Portugal, and Bali deliberately chose ecosystems that support holistic well-being and inspire personal and professional growth. One participant noted: “Mexico did come to me in all of its glory. So for me, Mexico is very grounding” (Case 1), while another reflected: “Bali is magical … the only place where my husband and I both fell in love with the land” (Case 3). These insights align with indigenous perspectives on people’s interconnection with the land and extend the discussion into the entrepreneurial context, raising opportunities for integration between Western and indigenous knowledge. Expanding value propositions that integrate various indigenous wisdoms with scientific disciplines also show the importance of holistic views on human development on our planet—‘How are we considering Mother Earth? How are we doing work that serves us but also serves others?’ (Case 3)

The participants’ emphasis on authenticity, embodiment and relational leadership contributes to a growing discourse on regenerative leadership [8,40,42]. Unlike traditional hierarchical models, these entrepreneurs practice leadership as an emergent, co-creative process that values intuition, emotional intelligence, and mutual empowerment. For example, one entrepreneur stated: “I lead with vulnerability and connection” (Case 3). Their marketing strategies reject conventional techniques, favouring authenticity, storytelling, and resonance-based approaches. “I would call it resonative marketing … people get very personal, resonating through stories I post…and this is what works best” (Case 2). Another emphasised: “Marketing isn’t about pushing. It’s about resonance. It’s about speaking their language so I can help them” (Case 3). These strategies reflect generosity-based communication, strengthening trust and long-term relationships with clients.

Integrating feminine qualities in organising business is an emerging reflection for a business world created mainly by masculine structures [32,38,39,40,41]. Case 3 highlights the integration of natural cycles into business operations, strategic decisions, and processes—“Men run on solar cycles. Women on lunar cycles. If we ignore our rhythms, we burn out … I block off my calendar during menstruation. I schedule key creative work during ovulation”. This presents a unique case for a balanced approach that works for women and uncovers more opportunities for how businesses can be organised.

While previous literature acknowledges the role of ethics, individual development and purpose in business, this research identifies spiritual wisdom and a more profound commitment to one’s life purpose, exemplifying economic activities as platforms for inner transformation, empowerment and societal impact, expanding it beyond ethical considerations and environmental concerns [5]. These conscious entrepreneurs operate as ecosystems of transformation rather than just profit-generating entities, answering the call for social innovation and a sustainable future [53,54,55]. Addressing the outer transformation from an inner transformation perspective requires a specific mindset, depth, worldly wisdom, creativity and personal maturity, creating a ripple effect for global regeneration (Figure 2).

Conscious entrepreneurs strive to harmonise their work with all aspects of life, encompassing personal alignment, family, self-care, spiritual practice, financial health and community/environment with their business practices, walking the talk. In Case 2, the entrepreneur refers to his daily life as an integrated flow of parenting, coaching, and spiritual work, facilitated by a supportive environment that includes his partner and chosen geography. He also points out that “…the joy of …just doing what you do is one of the biggest rewards…” tThis emphasises that success is not measured solely by financial outcomes, but by holistic well-being, inner peace, presence, connection and purpose [8,28]. “So today I’m living my life’s purpose”—Case 1. ‘Success is peace. It’s sleeping well. It’s having freedom. It’s knowing I’m living my purpose.’—Case 3.

6. Conclusions

This study contributes theoretically by extending the boundaries of sustainable entrepreneurship research in several ways. First, it introduces the integration of indigenous wisdom—represented through the medicine wheel—into conceptual sustainability frameworks, offering a holistic lens that encompasses not only environmental, social, and economic dimensions but also the individual and spiritual dimension of sustainability. Second, by adapting and extending the business model canvas into a regenerative framework, this research advances a novel conceptual tool for analysing and designing conscious entrepreneurial ventures that prioritise balance, relational leadership, authenticity, resonance-based marketing and well-being alongside profitability. Collectively, these contributions bridge sustainability, inner development, and entrepreneurship, offering a transdisciplinary perspective that challenges conventional business models and opens new directions for research and practice. For example, further exploration of indigenous frameworks and business models integration could complement the exploratory focus of this study. Additionally, analysis of the complexities of such integration, namely, the concerns of cultural appropriation, could contribute to future research on conscious entrepreneurship. Future studies could also investigate the long-term implications of regenerative entrepreneurial practices and examine how these business models can scale while maintaining integrity and authenticity.

The empirical findings of this study offer a contribution to sustainable entrepreneurship with the expanded role of conscious entrepreneurs—the ones that transcend conventional economic frameworks and embrace a multidimensional, regenerative approach. Conscious entrepreneurs are redefining success and igniting global transformation through purpose-driven business models that integrate passion, regenerative leadership, resonance marketing, transborder impact and holistic life approach. This study’s participants exemplify what it means to be successful by embodying inner purpose and aligning it with outer transformations (Figure 2).

The urgent call for planetary transformation stems from the alarming rate at which humanity crosses planetary boundaries [53,54]. Addressing the complex, interwoven challenges of the contemporary world demands unified action from diverse sectors of society. This includes transforming current organisations by integrating inner development, spirituality and indigenous frameworks, which advocate for inner transformation as a foundation for sustainable outer change, offering holistic approaches for thriving (regenerative) living systems [8,55]. The hopelessness of scientists expressed by James Gustave Speth in 2015 is now alchemised into hope and collective action. The cases explored in this study show a new generation of passion and purpose-driven entrepreneurs who act as facilitators of expanded consciousness, demonstrating the power of individual transformation as a catalyst for systemic change. These insights underscore the need for a transdisciplinary approach to foster a united and regenerative future for humanity and the planet.