Mark Brandon is the Managing Partner of First Sustainable (http://www.firstsustainable.com), a registered investment advisory catering to socially responsible investors. In addition to Socially Responsible Investing (SRI), he may opine on social venturing, microfinance, community investing, clean technology commercialization, sustainability public policy, green products, and, on occasion, University of Texas Longhorn sports.

Thursday, December 29, 2005

Book Review: Megatrends 2010: The Rise of Conscious Capitalism

Check out William Baue's review of Patricia Aburdene's book. Excerpt:

"Ms. Aburdene may be crossing the line when she suggests a cause-and-effect relationship between spiritualism and capitalism. She cites a Global Environmental Management Initiative (GEMI) report entitled Clear Advantage: Building Shareholder Value, which presents "compelling evidence" that intangibles such as environmental, health, and safety (EHS) performance boosts financial performance.

"As GEMI puts it, intangibles become tangible," Ms Aburdene writes. "As I see it, consciousness becomes profit."

Many readers will accept this translation of terminology, while others will balk that she is pushing past linguistic limits. For the former set of readers, the book confirms and advances a helpful framework for thinking about "conscious capitalism"; the latter set of readers will find value in many of the book's tenets while remaining skeptical of the foundational underpinnings of the framework."

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