Chapter
Changing the relevancy of business and the role of brand leaders forever
A butterfly flaps its wings
The rise of business consciousness
Conscientious business: a force of good
Conscientious brands: change the world
The enlightenment. A movement. Your imperative
01 Business is a matter of human service
A brand for a better future
A conscious brand, a conscious business model
The difference – in action
Values-based brand building
Reframing for the present day
Be open-minded and look towards the future1
A journey into the mainstream
Would you like to work for a leading company...
Led by the rhythms of life
The influence of Rudolf Steiner
From medicines to cosmetics
A name change, rebranding avant la lettre?
An anthroposophic business model
Environmentally healthy for all
Raw materials from Bulgaria, India, Iran and Afghanistan
From nice to indispensable lifestyle brand
The future of natural cosmetics
Alqvimia: the energy that will save the world
Feminine energy and ancient wisdom
Showing the true face of Alqvimia: the art of speaking out
A solid business with a feminine spirit
04 Merci: Destination store
What destiny for this lifestyle design concept store?
Who thought of this in the first place?
It’s about saying thank you
It is also about business
Exceptional people, objects and events
A foundation of friends and family
Sustainable fashion at H&M
05 Crazy about chocolate, serious about people
Where marketing meets journalism
From ideal to business, from a business perspective
From small business to market challenger
Lovechock happiness inside
Purpose, perseverance and possibilities
True to the heart of the business
06 The case for eco-gastronomy: why we should all have access to food that is good, clean and fair
Good, clean and fair: the evolution ofSlow Food
What is the conscience of the Slow Food brand?
Slow Food as an evolving conscience with practical application
Slow Food: a brand with deep political conscience, but political independence
Slow Food in practice: a global conscience with local autonomy
Slow Food and personal leadership: leading by personal example
Slow Food: demonstrating the features of a brand with a conscience
What next? Slow Food in the 2020s
Vegetalia: nourishing life
07 Back to the future: sustainability at DNV GL
Sustainability as a perspective
Bringing sustainability to life
The role of business: influences
Unilever and the green bond
08 Conversations carved in stone
‘Stone people’ with a great sense of compassion
Innovation as the cornerstone to success
Social and environmental issues with the weight of stone
Conversations with people etched in stone
The path to building the triple bottom line
Online conversations that flow like pebbles
Co-creation without stumbling on stones along the way
09 Building a caring organization
An alternative legal structure
Tata Steel: proven mettle in philanthropy
Tata Steel and legacy giving
Transforming into a caring company
Building an organization of the future: how is Tata Steel shaping itself?
No targets, no budgets and little marketing – and yet, multiplying branches in Britain
An example of a conscious, sustainable, bank brand
No targets, no budgets and little marketing
Decentralization and freedom of authority
Prudence and long-term thinking
The value of direct human contact
Innovative and open-minded
No bonuses, no temptation
Having a wide and socially useful purpose
10 Branding the place and growing the good life
Urbanization is changing places around the globe
Copenhagen – green smart thinking
Lejre – the organic municipality
The Citta ‘Slow’ movement focuses on quality of life
Creating conscious uniqueness
Democracy as a differentiation paradox
Conscious means involvement and interaction
Morality as a primary force in the conscious city brand
Developing the conscious place brand
A compelling and uplifting melody
11 Exploiting leadership to better the world
Corporate social responsibility
Bold steps that have impact
12 How to be a brand with a conscience
A new role for brand leaders
Brands with a Conscience
：How to Build a Successful and Responsible Brand
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