The Affection Economy

Values-led leadership

Because affection isn’t soft—it’s a strategy.
We believe businesses, communities, and systems thrive when they lead with care, connection, and courage.

What is the

Affection Economy?

Created by Jet Swain, the Affection Economy is for anyone who’s felt like the systems we live in were built without care. It’s for leaders, creatives, workers, and communities who believe that kindness, courage, and inclusion aren’t optional extras—they’re the blueprint for a better world.

The Affection Economy is a philosophy, a movement, and a practice.
It’s how we design better ways of living, working, leading, and belonging—rooted in human connection, not just performance metrics.

This isn’t just about business.
It’s about how we show up. For ourselves. For each other. For what comes next.

Affection Economy

Manifesto

We believe affection is not soft; it’s a strategy.

It belongs in boardrooms, classrooms, lounge rooms, and lunch breaks.

It’s in how we lead teams and how we raise children.
In how we build businesses and how we speak to strangers.

Every decision is a chance to lead with heart.

When we centre kindness, courage, equity and connection, we shift the systems we live in.

And when we act in alignment with our values, even in the smallest ways, we help shape a world where humanity thrives.

“We who follow the way are permitted to defend the innocent.”

— Buddhist teaching

This isn’t about violence. It’s about wisdom.

It’s about the courage to act when silence would harm, and the clarity to put humanity at the centre of every decision.

Affection isn’t soft. It’s courageous compassion in action. It protects, it defends, it leads with care — without causing harm.

Crowd of people raising their hands during a concert with bright red and purple stage lights, and the partially visible word 'COMMUNITY' on a screen in the background.

How to be part of the
Affection Economy.

What if every decision was a chance to lead with love?

The Affection Economy is a kind of revolution—but one rooted in heart, not just disruption. It’s about creating spaces where businesses and communities thrive together. It redefines success through empathy, meaningful relationships, and shared values—uniting businesses and individuals to build connection, foster purpose, and create lasting impact.

By prioritising genuine relationships and social responsibility, companies can drive loyalty, spark innovation, and help shape a more compassionate, sustainable future. Together, we don’t just transform business—we elevate society.

For companies, it’s a chance to grow through care—for customers, employees, and the world around them.
For individuals, it’s an invitation to choose brands that reflect their values.
Every interaction becomes more than a transaction—it becomes an opportunity to build trust and co-create change.

And it’s not just brands that are evolving—it’s all of us.

Today’s consumers are intentional. The coffee they sip, the holidays they plan, the shoes they buy—all reflect a deeper desire to align spending with purpose.

The Affection Economy makes space for this. It’s about business, yes—but also about community, agency, and belonging.

For companies, it means human-centred design, bold values, and resonant storytelling.
For individuals, it means living with empathy, courage, and inclusion every day.

When people and brands move together with shared values, we don’t just change how business works—we change the world.

Vales are the heart of the movement

The Affection Economy is built on 30 core values. Here are just a few that guide how we live, lead, and build.

  • Two young girls walk arm in arm on a city street with their backs to the camera, one in a black dress with floral pattern and the other in a white dress with colorful pattern, during daytime.

    Kindness

    The quiet superpower.
    It softens rooms, strengthens relationships, and sparks real change.

    Photo by Andrea Tummons on Unsplash

  • Child in black hoodie and yellow headphones performing a backflip on wet pavement in a park with green grass and concrete steps, overcast sky.

    Courage

    Truth in motion.
    It’s the choice to show up, speak out, and lead from the heart.

    Photo by Joe Pizzio on Unsplash

  • Two elderly people looking out from a house window, speaking to a woman standing outside, with colorful green and orange window trims and a colorful exterior wall.

    Connection

    The root of belonging.
    It’s where trust grows, ideas land, and empathy turns to action.

    Photo by Ricky Beron on Unsplash

  • Multiple hands covered in red paint arranged to form a heart shape.

    Human-Centredness

    Designing for dignity.
    It’s about listening deeply and creating with people, not for them.

    Photo by Tim Marshall on Unsplash

  • Colourful decorated sign with the words "You belong" surrounded by green leaves and plants.

    Equity

    Justice with a pulse.
    It ensures everyone is seen, heard, and valued—without exception.

    Photo by Tim Mossholder on Unsplash

  • Person with blond hair wearing a black hoodie with the words 'irresistible empathy' on the back, standing on a city street with parked cars and residential buildings under a cloudy sky.

    Integrity

    Walking your values.
    It’s what happens when your words, choices, and actions align.

    Photo by Andreea Pop on Unsplash

Stories from the Affection Economy

We’re bringing the movement to life — with tools for reflection, action, and real-world change.

Growth Without Compromise (eBook)

A practical guide to growing without losing what matters most. Growth Without Compromise offers a fresh lens on success — showing how individuals, teams, and organisations can achieve impact while staying true to their values. Part manifesto, part playbook, it blends clarity with real-world application.

The Values Compass Program (Online Course)

Our signature self-paced course for individuals, leaders, and changemakers. The Values Compass helps you identify and align your personal values with how you live, work, and lead. Practical, reflective, and grounded in the Affection Economy, it’s designed to bring clarity and courage to everyday decisions.

The Affection Economy (Book)

Jet’s debut book explores 30 guiding values that are reshaping how we live, work, and lead — from the inside out. With warmth and courage, it offers stories, reflections, and practices to create connection, integrity, and meaning in every part of life.

Affection Values Deck (Cards)

A set of beautifully designed cards, each featuring one of the 30 Affection Economy values. With prompts and everyday practices, the deck is a tool for reflection, team conversations, or personal rituals — helping you turn values into action.

The Affection Economy Postcard Sets

A tactile way to keep values in sight and in practice. Each postcard carries a guiding value from the Affection Economy, paired with a short reflection or reminder. Perfect for pinning to your wall, sending to a friend, a birthday message, or sparking conversation.

Coming Soon

Workshops, in-person events, journals, and merchandise to bring the Affection Economy into your daily rhythm.

Let’s rebuild business and belonging with affection.

Whether you're a founder, a changemaker, a creative, or someone quietly rewriting the rules—there’s a place for you here.

Start by reconnecting with your values. Lead with love. Choose courage. Choose care.