The Conscience Economy: How a Mass Movement for Good Is Great for Business

The Conscience Economy: How a Mass Movement for Good Is Great for Business

Language: English

Pages: 208

ISBN: 162956012X

Format: PDF / Kindle (mobi) / ePub


A generation of people around the world, from Boston to Bangkok, from New York to New Delhi, are making everyday choices in ways that defy traditional logic. They are judging where and how their clothes were made, not just how they fit. They are thinking global but buying local. They are spending their money and their time, forming loyalties, casting votes and even enjoying entertainment based increasingly upon their desire to make a positive impact on others and the world around them. This new generation believes they can and must make the world better, and they expect business and government to get with the program.

The implications of the Conscience Economy are not “soft.” Ignore it, and your consumer or voter base will rebel, using a host of free tools and cheap connectivity to spread their rejection to peers around the world in real time. Leverage it, and Conscience Culture is a wellspring of financial upside. The Conscience Economy is the must-read guide to this unprecedented shift in human motivation and behavior. Author Steven Overman, Chief Marketing Officer for Kodak, provides context, inspiration and some basic tools to help readers reframe how they evolve and grow whatever it is they lead—whether it’s a community, a business, a product, or a marketing campaign. From the boardroom to the startup loft, from the State Department to the pulsing marketplaces of the developing world, The Conscience Economy will help international leaders, influencers, investors and decision-makers to manage, innovate and thrive in a new world where “doing good” matters as much as “doing well.”

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broadcasts our location. Just as our own five senses (or six, depending upon what you believe) help us understand and navigate our world, sensors will help businesses and governments understand and navigate us. Because we are about to inhabit an everyday environment of proliferating and interconnected sensors. They will fill our homes, sit in our pockets, wrap around our wrists, be embedded in our shoes, pepper the inside and outside of our cars. Indeed, the under-construction Internet of Things

when kids need magic in their lives, and we want them to believe in him as long as possible.” “He’s kind of a ritual and we all play along because it brings joy and happiness and fun into our home.” “Of course he’s real. He’s in all of us.” Santa is exactly like a brand. Because a brand is a recognizable identity, a belief system, a personality, and most importantly, today, a set of recognizable behaviors. We know he lives at the North Pole, that he has a team of elves making toys, and that he

between enterprise and community organizations. Despite the excellence of the work of BITC, and its impressive roster of charter members, the organization struggled to expand serious, committed community involvement beyond thirty or so path-finding companies. Many BITC members still viewed it as part of their charity mission, and at the time it was tough to get most companies to significantly increase their individual contributions. After years of building and nurturing collaborative

conference in Las Vegas, and the lead story catches my eye. Intel, the world’s largest chip manufacturer, has just announced to the world that in 2014, all the chips it ships will be “conflict free.” CEO Brian Krzanich is urging the “entire industry” to follow suit. To be fair, Intel is not the first electronics manufacturer to sound the alarm on “conflict minerals,” which traditionally include gold, tungsten, tin, and tantalum. Indeed, Nokia, Apple, HP, and most major global electronics

margin of meaning, is likely to backfire. But in the Conscience Economy, the cost of environmentally and socially sensible business practices is likely to fall as new technologies make conscientious operations easier and more efficient. For example, “near-shoring” and even “re-shoring” manufacturing is on its way, eliminating some of the current challenges with enforcement of codes of conduct. The ability to enforce is the biggest issue when it comes to holistic accountability, particularly when

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