Kenneth J. Barnes and Laszlo Zsolnai made a joint presentation on “Love in Business: Sentimentality or the Ultimate Virtue?” at the European SPES Annual Conference in May 24-26, 2018 in Leuven, Belgium. They argued that On the basis of calculative self-interest business cannot regain trust from the public and cannot get deep support from its stakeholders. For re-establishing trust and getting deep support business should show that it loves and serves its all stakeholders.