The Conscience Economy
How a Mass Movement for Good is Great for Business
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- 9,99 €
Beschreibung des Verlags
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 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.”
PUBLISHERS WEEKLY
Following the principle that each generation leaves its own unique stamp on the world, media expert Overman examines the challenges and opportunities which today's young people pose for business. As he explains, this generation believes it can and must make the world better, and expects business and government to do the same. The result, in his opinion, could be a society-wide shift in the direction of authenticity, empowerment, and fairness. Overman looks at the pressing concerns of this historical moment, including threats to privacy and the environment, and the potential for rapid development in genetic engineering and artificial intelligence. He also explores emerging core values, such as transparency and global citizenship. In the new world this book depicts, brands and the feelings they trigger are the best means of securing product loyalty. Overman's definition of an effective brand is perhaps his most valuable contribution. Using this as a benchmark, he explains how to capitalize on essential brand qualities and discover new brand management objectives. This lucid business guide persuasively argues that businesses, like it or not, will have to make fundamental changes in how they operate in the decades to come.
