As millennials have already grasped the baton from the baby boomers we are about to witnessthe largest transfer of wealth in the history of the world, $30 trillion to be more precise. And with money comes power!

Similar to the baby boomers, millennials have distinct values, inclinations, habits and fears tied to their earning and spending habits. Millennials on average are more risk-averse andless likely to spend money unnecessarilythan previous generations. Millennials also prefer to do business with corporations and brands with pro-social messages, sustainable manufacturing methods and ethical business standards.

Millennials have captured their parents hearts by demonstrating restraint and responsibility and that equates to influence. Collectively, both generations have invoked a paradigm shift where materialism and profits no longer rule. Welcome to Conscious Capitalism!

Conscious Capitalism is the movement that follows a business strategy to benefit both human beings and the environment. Its not simply about creating efficiencies and profits. It pushes for values-based economic values where values represent social and environmental concerns at both local and global scales. And most important, it incorporatesawareness,self-awareness, awareness of purpose,practiceand relationships. This movement is about real human connection on a much higher level.

The term, Conscious Capitalism, has been popularized byJohn Mackey, cofounder and co-CEO ofWhole FoodsandRaj Sisodia, professor of marketing atBentley University, through their bookConscious Capitalism: Liberating the Heroic Spirit of Business. It has also been embraced and adopted by other successful companies such asTrader Joes,The Container Store,Annies Homegrown,Kind Snacks,Starbucksand many more. And, the2015 Nielson Global Corporate Sustainability Reportindicated that, globally,66% of consumers are willing to spend more on a productif it comes from a sustainable brand.

Within the past several years the movement has transcended organic foods and sustainable products and has permeated other sectors, most notably the financial sector. This is relevant because this sector has been beleaguered for decades and has been viewed as a late adopter of change. This can be best exemplified by how long it took for technology to infiltrate the sector and spawn, within just the past few years, what is now commonly referred to as fintech.

In a recent interview withEnzo Villani, founder, a fintech company, Enzo explained the necessity to cover the stories and trading of small and micro-cap firms, also known as emerging growth markets. A large percentage of those firms encompass the fields of food, sustainability and biotech. Recent articles that have appeared onEquities.comwebsite include:Happy, Healthy and (W)holesome specialty foods create a new life for its founder, The Latest: FDA panel endorses potential 1st US gene therapy and A Look at Immunovaccines Major Recent Milestones.

Offering this type of news coverage on emerging firms not only provides financial opportunities but also bestows valuable information on cutting edge nutrition, processes and treatments. The end results? Both investors and consumers become more educated about health, wellness, sustainability, the environment and working relationships. So, if you havent already adopted this mindset there is still time to join the party and enjoy all the benefits because after all, there is No Invitation Required!