Megatrends 2010: The Rise of Conscious Capitalism

by Patricia Aburdene

"The rise of conscious capitalism. Coauthor of best-selling Megatrends 2000 investigates corporate social responsibility; finds that significant numbers of companies are placing social, spiritual, and environmental values ahead of the bottom line; and reports data showing that socially responsible practices actually help boost profits. Identifies eight new trends that will redefine how we work, live, shop, and invest"--Provided by publisher.

Genres: Business, Nonfiction, Leadership

218 pages, Paperback

First published January 1, 2005

About the author

Patricia Aburdene is a leading social forecaster, bestselling author, sought after speaker, and authority on conscious money. She collaborated with John Naisbitt on the publishing phenomenon Megatreds, which sold millions of copies and topped the charts in the US, Germany, and Japan. She coauthored the #1 New York TImesbestseller Megatrends 2000, The New York Times bestseller Re-Inventing the Corporation, and was lead author on Megatrends for Women.

Reviews

[Tami · Rating 4 out of 5]

In the past, there has been a well defined line between those who wanted to make money in industry and those interested in the spiritual, cultural, and environmental future of our world. Megatrends 2010: The Rise of Conscious Capitalism states that this division is becoming more and more blurred. In fact, a new trend is growing in business. This new development is blending industry with spiritual, cultural, and environmental awareness to create Conscious Capitalism.

As I read this book, I wasn't sure whether I should applaud Conscious Capitalism or whether I should be appalled. I could see that in some cases, this new practice was beneficial. Employers were looking at ways to improve the lives of employees and trying to make strides to connect with the modern consumer's needs. Some of the companies described were also thoughtfully examining how their products added to the wealth of our future. However, I can see how Conscious Capitalism could easily become a strategy used as a promotional method but not actually practiced by these businesses. In these cases, consumers, employees, and our children would be the losers.

[Sarah Yasin · Rating 2 out of 5]

While the author has some interesting ideas, she is way off the mark when it comes to consumer entitlement. She misses the reality that employees do not have as much power as she says they do. They can’t realistically hypnotize their boss into giving them shorter hours.

Supply and demand is an ageless trend – I don’t see why she thinks this is something new.

The author’s idea of social justice seems limited to spending habits. I must say it doesn’t really make you a good person if you buy fair trade coffee: it makes you careful.

In the Edwardian era, wealthy people boycotted sugar because it was harvested by slaves, but they had no problem being served honey in their tea by servants whose living conditions were distinctly inhumane.

When we drink coffee we paid a fair price for, what else are we turning a blind eye to? Can we lean back and say “ahh, I’m a good person and see the power I have to do good in the world?”

The most glaring mistake the author makes is in trying to fool herself that capitalism can be a politically liberal endeavor: capitalism is about prosperity, not a certain political agenda.

[Linda · Rating 4 out of 5]

I love the idea of consciousness in capitalism. I think business is a very powerful thing and could and should be used for the good of ALL. Businesses who realize that a social mission is every bit as important as a profit are true win/win entities.

[Yosephine]

that business is going to be started from the heart

[Laura · Rating 2 out of 5]

Focuses on sprituality in the workplace,corporate soical responsibility, and managerial rather than executive leadership. Just OK.