The rising trend of vegans in the business world to a large degree mirrors the trend in the overall society (unprecedented public discussion of veganism, unprecedented supply and demand of vegan alternatives, etc.) Additionally, business professionals might particularly be drawn to the vegan lifestyle, and find it highly compatible with their existing driven, informed and responsible lifestyle. This is not a widely discussed or recognized theory but conceptually, many values that define good business leaders (integrity, care, knowledge, innovation, initiative and self-improvement) are the same as the values that underlie the vegan philosophy.