After reading and studying the book and thesis - Conscious Capitalism by John Mackey, founder and CEO of Whole Foods and Raj Sisodia - who fully identifies my cause in business, it has been an inspiration in decision making in my day to day and Living Tours.

It is a global movement that exists to Transform the World through the inspiration of Conscious, Sustainable, and Innovative businesses.

Conscious capitalism understands business as a way of creating value for people - companies are made by humans to help humans.

The principle shows organizations should have a social purpose, focused on the community and all its stakeholders or everyone with whom they relate: Employees, Customers, Investors, Suppliers, Community and Environment.

1. Companies must have a Major Purpose which contributes to Society
 

A greater purpose is the key in attracting and retaining talent, who are aligned with the organization's values ​​and see a role in daily social transformation.

The goal is to make our world a better place and raise humanity to a higher standard!

Having a greater purpose, brings to the surface the best that people have to offer for the benefit of all people, whose lives are touched by the Organization.

Having a greater purpose defines the company's role for society. In a scenario of people who increasingly question their own purpose, are not satisfied with a good salary and professional stability, they have a much greater ambition for the impact they can generate in the world with their actions.

2.  The most important part of the business is our relationship with stakeholders
 

To create balanced value for all stakeholders or everyone with whom the company relates to.

A conscious company - it has rewards: It shows that it is on the right side, that it is a force for good and that it is part of the solution.

Results:

• Team members: Deeply involved, committed, inspired and healthy

• Customers: Highly loyal and self-confident

• Partners: Committed, Innovative and Profitable

• Communities: Prosperous and welcoming

• Environment: healthier and more prosperous today and for generations to come

• Investors: With greater long-term financial performance

3.  A conscious leadership and committed to social transformation

Leadership must be based on purpose, inspiration, care, and compassion. The role of the leader should be a disseminator of the company's culture.

When organizations are led by individuals driven by the company's evolutionary purpose, this creates peace and happiness in the individual, respect and solidarity in the community, mission, and achievement in the business.

Above all, being a leader is to serve the organization's purpose by creating value for all its stakeholders, promoting a Conscious Culture, and allowing a motivated team to be capable of great achievements of high impact for society.

Serving leaders are aware of the importance of serving to help their organizations achieve their greatest potential. They also know that helping others leads to greater personal fulfilment and happiness.

4.  Responsible culture with values ​​in action

The full stage of conscious capitalism is to have associates, who can experience, on a daily basis, the company's major purpose.

In this model, the company becomes a transforming agent in society through people who act oriented towards values ​​that end up spreading to spheres external to the company itself.

The feeling the company puts into practice what is considered as purpose, fosters a relationship of full trust of associates in the company, as well as a differentiated commitment of people.