• Morrison Shafroth

Impact: The Musical!

What happens when a highly authentic, sometimes cantankerous international thought leader and advisor on impact investing collaborates with his niece, an actress in "The Hunger Games," one of Hollywood’s most influential teen movie franchises, to create a 4-minute video?   

The result is Impact The Musical,

a video interpretation of The Purpose of Capital: Elements of Impact, Financial Flows and Natural Being, Jed Emerson’s eighth book on the topic of impact investing and his most ambitious work to date.

"This family collaboration challenges viewers to expand their understanding of money and fuel a broader, deeper impact investing movement that shifts finance from harming to healing."

Stylized with grainy VHS-type effects and the big hair and pastel tones of 80’s after-school specials, the video invites viewers to explore the core topics of “The Purpose of Capital” in a fun, energetic format. In what may be the first music video ever about impact investing, Jackie Emerson reinterprets her uncle’s prose in tight vers

“One of the best things about being a part of our impact investing community is to see the passion and enthusiasm brought to these ideas and practices by the generations coming up behind us who will be the ones to carry all of this forward,” said Jed.

“When my wife, (video journalist) Mia Haugen and I initially thought about what kind of video we would produce to promote the ideas in the book, we had a very typical vision of me reading excerpts of the book against footage of nature, commerce and capital—but decided that was just too boring and we needed a fresh, exciting perspective.

“Jackie, having read and loved the book, was a natural collaborator for us—and we couldn’t be more impressed with how she electrified and set to music what are really a very complex set of ideas ranging from dualism to the purpose of capital being so much more than simply the generation of financial return!”

“The concept for the video is School House Rock meets School of Rock,” added Jackie. “I thought a format and vibe similar to that would be a fun, funny and accessible way to translate the ideas within The Purpose of Capital. The goal is to get people thinking about how money can truly be used as fuel for change, and to call out a culture that values capital for capital’s sake—rather than valuing capital for the sake of the good it can do.”

 “Pulling this video and song together was such a process of joy and excitement, because I so believe in the message Jed thoughtfully and meticulously laid out. It is through raising our voices that we can truly begin to bring light to the way our system has functioned for so long, and it is through collective action and thinking outside the box that we can truly begin to shift that system and affect real change. I am grateful and humbled that Jed and Mia would trust me with this. I hope you all enjoy.”

For more information on The Purpose of Capital, visit