The Conscience Economy: How a Mass Movement for Good Is Great for Business

Following the principle that each generation leaves its own unique stamp on the world, media expert Overman examines the challenges and opportunities which today's young people pose for business. As he explains, this generation believes it can and must make the world better, and expects business and government to do the same. The result, in his opinion, could be a society-wide shift in the direction of authenticity, empowerment, and fairness. Overman looks at the pressing concerns of this historical moment, including threats to privacy and the environment, and the potential for rapid development in genetic engineering and artificial intelligence. He also explores emerging core values, such as transparency and global citizenship. In the new world this book depicts, brands and the feelings they trigger are the best means of securing product loyalty. Overman's definition of an effective brand is perhaps his most valuable contribution. Using this as a benchmark, he explains how to capitalize on essential brand qualities and discover new brand management objectives. This lucid business guide persuasively argues that businesses, like it or not, will have to make fundamental changes in how they operate in the decades to come. (Oct.)