Sustainability. Corporate social responsibility. Good corporate citizenship. The triple bottom line. As much as we adore the concept, there’s no denying it’s a mouthful. Making it sound sexy is anything but easy.
Enter the new kid on the block, Conscious Capitalism®. Coming out of the States, this is the latest attempt to brand what most of us already know as ‘blended value’ or ‘sustainable business.’ Its aim: to “advance the integration of consciousness and capitalism,” in other words to promote business based on purpose, caring, integrity and wellbeing, as well as profit.
It’s a movement that’s going global: this month saw the launch of Conscious Capitalism Australia—a lavish breakfast affair by creative agency Human at Sydney’s Ivy Room, featuring a talk by movement co-founder and Bentley University Marketing Professor Raj Sisodia on his best-selling book, Firms of Endearment.
His opening slide was a caterpillar eating a leaf and a butterfly on a flower. Business, he said, needed to metamorphosize from high-consumption eating mode to value-creating pollination mode. A powerful image, but not new—this was the central message of John Elkington’s Chrysalis Economy a decade ago.
What was different in Raj Sisodia’s talk was a subtle shift in vocabulary. Instead of focusing on corporate shoulds, coulds and woulds, his presentation was anchored in companies that are. The ‘conscious’ (largely US-based) businesses profiled in his book—like Southwest Airlines, Whole Foods Market and Patagonia—do business that isn’t just about profit. It’s about purpose; making the world a better place; creating value for stakeholders. Theirs is leadership based on caring, trust, authenticity, transparency and integrity. And, significantly, these people- and environment-centered organizations are all demonstrably outperforming their competitors financially.
Making this link—proving that doing good is good for the bottom line—has been the elusive Holy Grail for sustainable business. We’re now reaching that point—and the Conscious Capitalism movement capitalizes on this.
Conscious Capitalism Australia describes itself as a ‘profit for purpose’ organization “created to inspire, connect and support the conscious business community in Australia.” There’s also a Conscious Capitalism Institute, a Conscious Capitalism Alliance and Conscious Capitalism Inc., with an annual CEO conference in Austin, Texas (November 9-11th 2012) and an annual research conference at Bentley University (May 22-23rd).
What strikes me about Conscious Capitalism® is that little ‘r.’ Whereas most sustainability concepts to date have been collective commons freeware that people can build on, apply and develop to push a shared agenda, this new breed is being trademarked. It’s a sign sustainability is becoming big business.
This latest name may not make sustainability either sexier or snappier—for that you could turn to the likes of namepistol—but the little ® proves beyond doubt that sustainable business is now mainstream business.





April 3:50 pm on May 14, 2012 Permalink
Oh, anything to give sustainability a better name!
Still, I’m appalled that Whole Foods makes anyone’s list of best of anything. Visit one. Go to the ready-made foods section. There you will find a potential sea of plastic waste so vast it is like a mini Pacific Gyre.