The Conscience Economy Buchzusammenfassung - das Wichtigste aus The Conscience Economy

Einleitung anhören

00:00

Zusammenfassung von The Conscience Economy

Name: The Conscience Economy
Author: Steven Overman

Steven Overman

How a Mass Movement For Good is Great For Business

17 Min.

Kurz zusammengefasst

The Conscience Economy by Steven Overman explores how conscious consumers are changing the world by looking for companies that align with their values. With practical examples, it shows how businesses can thrive by embracing purpose, sustainability, and empathy.

Themen

Branding

Inhaltsübersicht

The Conscience Economy
in 7 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 7

What’s in it for me? Gain insight into the new customer generation – and win their sympathy.

The concept of the global village may sound like a stale metaphor at first. But, as you’ll learn from these blinks, it’s actually becoming more and more relevant, particularly if you own a business.

Through their online presence, young people are now profoundly interconnected, much like the inhabitants of a small village. And, as it would in a village, any news about your business will spread quickly – whether you are donating to an orphanage, developing great products, mistreating your employees or poisoning a river with industrial waste.

In contrast to traditional villagers, however, the well-informed new generation of customers is acutely aware of environmental problems and social injustices occurring well beyond their hometowns. In these blinks, you’ll learn about modern-day consumers’ high ethical standards, as well as how exactly you can bring these young people on board as customers: stop obsessing over bottom lines, start shouldering more responsibility for the welfare of the planet and never, ever, try to lie to them.

In these blinks, you’ll also find out

how brands are making your life easier;
why, in the near future, marketing as we know it will die; and
why these days, even bleach comes with an attitude attached to it.

Naughty has gone out of style – nowadays, good is sexy!

We all know the cliché of the ruthless businessman who will go to any lengths to cut costs and maximize profits, regardless of the ethical implications. It was during the twentieth century that this stereotype reached its peak.

Back then, it was cool to be bad if you could earn a fortune doing it. Bad behavior was admired in celebrities and entertainers. Mass media and its readers loved nothing more than to worship those that acted naughty.

But times are changing. Young consumers today know and care about the impact of their lifestyle on the environment. Working conditions and quality of life around the world are challenges that mobilize individuals, companies and even celebrities. It seems as if we’re all determined to make the world a better place; where did this change in perspective come from?

Well, this is the information age, after all! Thanks to the internet, as well as regulations for honest product labelling, shoppers today have loads of information about everything they buy. Whether it’s finding out how products were manufactured, where factories are located or even how energy efficient production processes are, the modern consumer buys products that are in line with their morals and values.

So, an elegant coat produced by a prestigious brand with stunning marketing at a great price won’t look so great once buyers discover that it was produced using child labor. In fact, most conscious buyers are likely to go online and share this kind of information on social networks, condemning brands and organizations as they see fit.

In order to win the favor of this new generation of discerning consumers, companies have no choice but to start genuinely caring about humanity and our planet.

Technological developments make us more connected, and more empathetic too.

How long does it take for a radical new invention to become a functional element of our daily lives? Sociologists have discovered that societies take around 40 years to wholeheartedly embrace a given innovation.

The revolutionary electric lightbulb was invented in 1880, yet it wasn’t until the 1920s that large public spaces were lit by tungsten bulbs. The world wide web was invented in 1990, but only 40 percent of the world’s population uses the internet today. Even so, it has already profoundly changed the way we live and interact.

The more customers are aware of global challenges, the greater the pressure on companies to provide solutions.

Whether you’re browsing news websites or chatting online with friends from countries affected by natural disasters, it’s hard to ignore the fact that the environment is very fragile. Gone are the days when climate change was argued to be a myth.

Dried-up riverbeds, depleted reservoirs and rapidly melting icebergs simply can’t be denied. Nor can our role in these problems – today we know that each time we fly, we’re doing our bit to exacerbate global warming.

Conscience culture is superseding the culture we used to know.

Culture is a complex thing. Our world consists of many different cultures, though the way they differ is often quite subtle. Consider the United States and the United Kingdom. Outwardly they may share several similar characteristics, including the same language.

But the ways in which they differ are crucial. In the United States, an ostensibly upbeat manager with a cheerleading attitude may be praised for his leadership skills; conversely, in a British context, people might consider the same behavior to be excessive or strange. Different generations also have their own cultures, as illustrated by the vast cultural differences between baby boomers and their children, or even the deeply differing experiences of Generations X and Y.

Today, brands need to communicate the values of the conscience economy – or fade away.

Connecting with other people and understanding their needs is shaping both our conscience and the way we spend our money.

Not convinced? Say you’ve got the choice to buy from one of two brands. The first is famous for its stylish design, while the other is an influential supporter of sustainable technology and has also won awards for its design. Which one would you go for? Now, imagine you’re one of these brands. Which one would you prefer to be?

In the conscience economy, a corporation’s social engagement is at the heart of its business.

Like it or not, companies are an integral part of society. We work in companies, we buy from companies and companies use our natural resources. As it happens, companies that focus on giving back to society are often those that consistently thrive.

The concept of corporate social responsibility (CSR) has actually been around for a long time. It has its roots in the industrial revolution, when it became clear that factories were forcing inhumane working conditions on their employees.

Marketers must become matchmakers in order to thrive in the conscience economy.

Conscience culture has changed a lot for today’s companies. But there’s one branch of business that’s facing a complete revolution: marketing.

Up until now, marketing was driven by manipulation. Customers had to be convinced to buy, and marketers used the 4 Ps to do this: designing an appealing product, placing it just right to attract as many customers as possible, naming the right price and promoting the product with catchy slogans or moving commercials.

Du möchtest die gesamte Zusammenfassung von The Conscience Economy sehen?

Kernaussagen in The Conscience Economy

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in The Conscience Economy?

The Conscience Economy (2014) reveals the implications that our changing, hyperconnected world has for businesses and brands. These blinks guide you through the principles and strategies that are vital for any company hoping to win over the outspoken, discerning consumers at the heart of today’s conscience culture.

Bestes Zitat aus The Conscience Economy

Business badness was more than profitable, it could even be admirable, as long as you didnt get caught.

—Steven Overman

Wer The Conscience Economy lesen sollte

Readers curious as to why eco-friendly and fair-trade products are suddenly so trendy
Marketers who closely follow the changing nature of branding
Managers and leaders who want to learn more about the new generation of critical, inquisitive customers

Über den Autor

Steven Overman is a marketing specialist and a renowned public speaker who recently joined Kodak as Chief Marketing Officer. In addition to founding the marketing consultancy Match & Candle, Overman was one of the first employees at Wired magazine.

Kategorien mit The Conscience Economy

Wirtschaft Natur & Umwelt Marketing & Vertrieb

Ähnliche Zusammenfassungen wie The Conscience Economy

The Coming Wave

Mustafa Suleyman

Technology, Power, and the Twenty-first Century's Greatest Dilemma

20 min

4.4

Your Brain on Art

Susan Magsamen & Ivy Ross

How the Arts Transform Us

How Great Businesses Achieve Long-Lasting Success

23 min

4.6

Thinking, Fast and Slow

Daniel Kahneman

Intuition or deliberation? Where you can (and can't) trust your brain

28 min

4.5

The Conquest of Happiness

Bertrand Russell

Discover Timeless Wisdom and the Secrets to Conquering Happiness

How to End Self–Sabotage and Stand Up for Yourself

Psychology and the secret to investing success

24 min

4.3

Rewired

Eric Lamarre & Kate Smaje & Rodney Zemmel

The McKinsey Guide to Outcompeting in the Age of Digital and AI

20 min

3.8

My Philosophy for Successful Living

Jim Rohn

Life Lessons From a Master Motivator

Myths about genius and what it really means to be great

16 min

4.3

Yes, And

Kelly Leonard & Tom Yorton

How Improvisation Reverses “No, But” Thinking and Improves Creativity and Collaboration

18 min

4.2

Treating Pornography Addiction

Kevin B. Skinner

The Essential Tools for Recovery

And Other Insights, Stories, and Secrets from Inside Amazon

Work, Wealth and Welfare in the Robot Age

Ten Simple Steps to Becoming Financially Whole

27 min

4.3

The Science of Storytelling

Will Storr

The scientific underpinnings of a good story

21 min

4.2

Handbook of Strategic 360 Feedback

Allan H. Church

Useful Tools and Strategies to Optimize Performance Management

19 min

3.7

Idea to Execution

Ari Meisel and Nick Sonnenberg

How to Optimize, Automate and Outsource Everything in Your Business

20 min

4.2

The Ride of a Lifetime

Robert Iger

Lessons Learned from 15 Years as CEO of the Walt Disney Company

Find Your Focus, Own Your Attention, 12 Minutes a Day

The Art of Winning an Unfair Game

7 min

4.0

Change Your Brain, Change Your Life

Dr. Daniel G. Amen

The Breakthrough Program for Conquering Anxiety, Depression, Obsessiveness, Anger, and Impulsiveness

14 min

4.0

Spark

John J. Ratey & Eric Hagerman

The Revolutionary New Science of Exercise and the Brain

How Animal Senses Reveal the Hidden Realms Around Us

16 min

4.5

Rich Dad’s Retire Young Retire Rich

Robert T. Kiyosaki

How to Get Rich Quickly and Stay Rich Forever!

Get Out of Your Head and into Your Life

19 min

4.6

The Alignment Problem

Brian Christian

Machine Learning and Human Values

8 min

3.2

Emotional Intelligence for Project Managers

Anthony Mersino

The People Skills You Need to Achieve Outstanding Results

The Power of Patience in a World Obsessed with Early Achievement

23 min

4.5

The Art of Statistics

Inspiration, Influence, and Persuasion through the Art of Storytelling

17 min

4.4

The Haves and the Have-Nots

Branko Milanović

A Brief and Idiosyncratic History of Global Inequality

Why It's Not Always Rational to Be Rational

18 min

4.3

The Art of Simple Living

Shunmyo Masuno

100 Daily Practices from a Japanese Zen Monk for a Lifetime of Calm and Joy

Surprising Lessons from the Science of Motivation

28 min

4.3

Pathways to Peace of Mind

Napoleon Hill

Never-Before-Published Writings on Obtaining the Greatest Riches

15 min

4.3

How Big Things Get Done

Bent Flyvbjerg and Dan Gardner

The Surprising Factors Behind Every Successful Project, from Home Renovations to Space Exploration

Six Steps to Unlock Your True Motivation, Harness Your Willpower, and Get Out of Your Own Way

16 min

4.0

The Millionaire Next Door

Thomas J. Stanley and William D. Danko

The Surprising Secrets of America’s Wealthy

13 min

4.0

The Wealthy Freelancer

Steve Slaunwhite

12 Secrets to a Great Income and an Enviable Lifestyle

19 min

4.4

Becoming Supernatural

Joe Dispenza

How Common People are Doing the Uncommon

15 min

4.2

The Metabolism Reset Diet

Alan Christianson

Repair your liver, stop storing fat, and lose weight naturally

17 min

4.5

The Art of Manifesting

Carolyn Boyes

Tap into the power of the universe to live your best life

17 min

4.5

Collaborative Intelligence

Dawna Markova

Thinking with People Who Think Differently

19 min

4.4

That Little Voice in Your Head

Mo Gawdat

Adjust the Code That Runs Your Brain

20 min

4.5

The Gap and the Gain

Dan Sullivan with Benjamin Hardy

The High Achievers' Guide to Happiness, Confidence, and Success

20 min

4.6

Get Out of Your Own Way

Dave Hollis

A Skeptic’s Guide to Growth and Fulfillment

Timeless lessons from the greatest manager of all time

Using Flow, Synchronization, and Leveling Assessment to Measure and Strengthen Operational Performance

22 min

4.4

Habits of a Happy Brain

Loretta Graziano Breuning

Retrain Your Brain to Boost Your Serotonin, Dopamine, Oxytocin & Endorphin Levels

18 min

4.4

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.