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, Chief Marketing Officer for Kodak, provides context, inspiration and some basic tools to help readers reframe how they evolve and grow whatever it is they leadwhether 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."
|Publisher:||Taylor & Francis|
|Product dimensions:||5.60(w) x 8.60(h) x 0.80(d)|
About the Author
Steven Overman has built his career as a pioneer at the intersection of media communication and technology innovation for over two decades. He works on the front line of business and culture transformation, helping teams expand new ideas into massive international phenomena that generate billions of dollars of economic value, but even more importantly, new ideas that positively change the lives of people everywhere.
Overman recently joined Kodak as Chief Marketing Officer, where he will lead the renewal of one of the world’s biggest brands. As a strategy and innovation consultant for startups as well as Fortune 100 companies, and during his tenure as Vice President of Global Brand and Marketing Creation for Nokia Corporation, Overman has directly engaged with a broad range of leaders from the C-suite to the product and software design studio. Overman was one of the earliest members of the group that created and spread the message of the Digital Revolution at Wired magazine, and collaborated on the invention of the ad banner for the world’s first commercial website. Overman is a frequent public speaker at industry events, ranging from NorthZone Ventures CEO Summit, Cannes Lions and EuroBest Festival of Creativity, Yahoo Mobile Senior Leaders Summit and Nokia World, to the Conference Board, SIME Technology Conferences, PSFK and other international thought leadership events. He has been quoted in Wired, Marketing Week, Fast Company and Business 2.0.
Table of Contents
Foreword Louis Rossetto xi
Introduction: Good Is the New Bad xv
1 From Conscious to Conscience 1
2 The Big Wake-Up Call 19
3 The Culture of Conscience 39
4 The Cult of Brand Belief 63
5 The Death of CSR 83
6 The Death of Marketing 99
7 Collective Innovation 115
8 The New Accountability 133
9 What You See Is What You Get 151
About the Author 189