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The Conscience Economy

How a Mass Movement For Good is Great For Business

By Steven Overman
13-minute read
The Conscience Economy: How a Mass Movement For Good is Great For Business by Steven Overman

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.

  • 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

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.

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The Conscience Economy

How a Mass Movement For Good is Great For Business

By Steven Overman
  • Read in 13 minutes
  • Contains 8 key ideas
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The Conscience Economy: How a Mass Movement For Good is Great For Business by Steven Overman
Synopsis

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.

Key idea 1 of 8

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.

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