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Megatrends 2010: The Rise of Conscious Capitalism [Kindle Edition]

Patricia Aburdene
3.8 out of 5 stars  See all reviews (32 customer reviews)

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Book Description

In the wake of corporate scandal, recession, record deficits, and terrorist attacks, more and more people are turning inward to determine where their true values lie. Likewise, more and more companies are discovering that placing social and environmental values ahead of the bottom line is actually helping to boost profits. In this trade paperback edition of Megatrends 2010, Patricia Aburdene, co-author of the bestselling Megatrends 2000 investigates "corporate social responsibility" and identifies seven new megatrends that will redefine business in the coming years.

Aburdene, who has been hailed by the Christian Science Monitor as "one of the foremost trend trackers in the United States," discovers that significant numbers of both new-economy and old-guard companies such as AOL, GM, and Xerox are tapping into the wave of conscious capitalism by bringing meditation into the workplace, forcing stricter environmental controls on their vendors, and donating both time and money to social causes.

Editorial Reviews


"Right on the mark. Read it, enjoy it, and feel uplifted by it." —Amy Domini, Founder, CEO, Domini Social Investments

"Patricia Aburdene shows you how to capitalize on the trends transforming business." —Deborah Meyer, Vice President Lexus Marketing, Toyota Motor Company

"Megatrends 2010 provides incontrovertible proof that doing good and giving back pays off for everyone. This book is thrilling." —Christiane Northrup, MD, author of Mother-Daughter Wisdom

"If you want the 'Big Picture' on the changes rocking business, this book is for you." —Dave Stangis, Director, Corporate Responsibility, Intel Corporation

"This book is inspiring because it communicates the powerful connection between our spirit and the work we do." —Eileen Fisher, Chief Creative Officer, Eileen Fisher, Inc.

About the Author

Patricia Aburdene, co-author of four Megatrends books, has addressed business audiences throughout the world. Her 25-year career began at Forbes magazine. In recognition for Megatrends for Women, she was appointed public policy fellow at Radcliffe College. Patricia holds three honorary doctorates and resides in Cambridge, Massachusetts, and Telluride, Colorado.

Product Details

  • File Size: 3907 KB
  • Print Length: 248 pages
  • Publisher: Hampton Roads Publishing (September 13, 2005)
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #811,166 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
58 of 61 people found the following review helpful
5.0 out of 5 stars Trending Toward the End of Greed October 13, 2005
In their 1982 title Megatrends, Patricia Aburdene and her former husband John Naisbitt talked about the birth of the Information Economy; in Megatrends 2000, published in 1990, they predicted the networked, technology-driven Internet era. The coming megatrend, Aburdene asserts, will not be driven by external, social, or technological forces so much as "the internal dimension of change" that will reinvent free enterprise. And she's predicting that this spiritual megatrend will take firm hold of the American way of business by, say, 2010.

In seven chapters the book identifies the major facets of the new megatrend, including:

* The Power of Spirituality - From Personal to Organizational

* The Dawn of Conscious Capitalism

* Leading from the Middle

* Spirituality in Business

* The Values-Driven Consumer

* The Wave of Conscious Solutions

* The Socially Responsible Investment Boom

Along the way, Aburdene offers many intimate portraits of the people behind the spiritual evolution in business, from meditating CEOs to value-driven consumers and socially responsible investment counselors. In "Leading from the Middle," Aburdene suggests that conscious capitalism will spell an end to the era of high-profile CEOs who are outrageously overpaid not only to provide symbolic leadership of corporations, but to take virtually all the credit and blame for their companies' fortunes.

The question is what this and all the other "conscious capitalism" trends really portend for the future of American commerce.
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20 of 21 people found the following review helpful
5.0 out of 5 stars A new kind of MegaTrend November 17, 2005
Format:Hardcover|Verified Purchase
I've been a fan of the MegaTrend series since the beginning.. but was apprehensive when I saw that John Naisbitt was not involved in this book.

Even while reading, I kept thinking.. this isn't what I expect from a Megatrends book.

Despite this disconnect.. and especially upon further reflection, I've found that MegaTrend 2010 has indeed followed the major trends and is very appropriate for today.

Amazing research is sited showing that more and more people are expecting good corporate citizenship. Aburdene tells us this proves Milton Friedman wrong "A corporation exists for the benefit of it's shareholders"... though I'd compromise and say that now "A corporation exists to benefit it's shareholder according to their current values"

Besides, several examples are cited where a corporation doing the right thing MAKE MORE PROFIT. That's got to benefit the shareholders.

This is one of the trends. Thought provoking, important issues for our time, and great for planning ahead.

If you're going to be around for a few years... read this book.
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12 of 12 people found the following review helpful
3.0 out of 5 stars Hopeful Megatrends December 6, 2005
Megatrends 2010

by Patricia Aburdene

Aburdene writes of Megatrends or "large, over-arching directions that

shape our lives for a decade or more." She says, "changing values and

economics are changing capitalism." She gives examples that convince her

that the world is becoming more compassionate, businesses more

other-oriented and people in general more spiritual." She writes

"Spirituality is the world's greatest megatrend."

She quotes authors Ray and Anderson's book, The Cultural Creatives, as

saying this culture, that of the Cultural Creatives, is 26% of the

population and growing 1% a year. She describes the Cultural Creatives as

folks who value nature, authenticity, spirituality, peace, relationships,

feminism, social justice and social responsibility.

In this book, Aburdene gives as models many companies, businesses and

individuals who are working at making changes from greed and selfishness,

power and materialism to more lasting kinds of satisfaction, to more

gentleness and consideration.

As examples of individuals becoming more conservative in their

materialism she writes about the Green movement in business and industry,

organic and natural food focuses, the CERES Principals, hybrid autos and

many areas where humans can help make huge changes.

I hope she is right. Since she doesn't list any of the many companies

and CEOs who are still into greed and corruption it is not possible for

me to believe that the majority are or will become less self-oriented.
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10 of 10 people found the following review helpful
4.0 out of 5 stars An informative and inspiring read overall December 7, 2005
An informative and inspiring read overall. As the extended title states, the book traces the rise of trends in workplace, lifestyle and relationship to investments that promise to align the world closer to "spirit". The author cites numerous examples of the trends and quotes leaders in the emerging movements, both from their writings and from personal interviews. This is a very well researched book and the author makes full use of her level of access to make leaders and experts come across intimately.

The tone is at times too colloquial and it detracts a little from what is being discussed, however, the general effect is still convincing. I should mention that I had just read Naomi Klein's No Logo before picking up Megatrends 2010. I'd have to contrast the two by saying that the Klein book hit like a ton of bricks and was very tightly crafted but left me feeling numb and powerless while I took Megatrends lightly at first, it pushed me further into believing in social change through business and wanting to take part in it. A valid critique of Megatrends is that it does not expose and confront the dark side of capitalism, or, more generically the world, but rather seems to dance around it a bit.

The power of this book and its contribution will truly be reflected in the changes and actions it will inspire in the readers. In addition to talks with visionary CEO's and founders, Patricia emphasizes the quiet leadership and influence that middle managers and everyday consumers can have over even our global economy. After finishing it, you will know that it is ok to dream of a better world and that there are facts also on the side of your faith. No entrepreneur or manager who stands up for what they believe is right will feel that they are standing alone.
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Most Recent Customer Reviews
2.0 out of 5 stars John's Writing Style is Much Better
Did not like John Naisbitt's ex-wife writing style at all. Hard to understand and put it away after the 1st or 2nd chapter. Read more
Published 6 months ago by AY.Pang
5.0 out of 5 stars Outstanding
Ms. Patricia Aburdene did an Outstanding job of explaining Conscious Capitalism. She gave excellent resources. Read more
Published on September 2, 2012 by Barbarita
4.0 out of 5 stars Spot On Examples
I've always liked the Megatrend series, this one does not disappoint. I can't add anymore then what other positive reviewers have stated. Read more
Published on July 15, 2012 by RedSeraphim
5.0 out of 5 stars Megatrends 2010: The rise of Conscious Capitalism
Due to technological progress, change is happening faster than people can digest. Change is difficult for most people to adjust to, but right now with such chaos all over the... Read more
Published on August 18, 2011 by Linda
2.0 out of 5 stars "The sun, having no alternative, shone on the nothing new" Samuel...
Treading water is not my idea of being entertained-let alone informed or inspired.
Why do I feel annoyed when a reporter seems to be pretending to be a visionary authority,... Read more
Published on January 1, 2010 by Closed account
3.0 out of 5 stars Thin on analysis
Overall, I enjoyed this book. However, as a book written by a supposed trends researcher, the author's ebullient enthusiasm for the trend she documents was disappointing. Read more
Published on August 18, 2009 by Kate
3.0 out of 5 stars I wanted to like this book...
I wanted to like this book, especially with the trends she described toward conscious capitalism and spirituality in business (in my mind, this is defined BROADLY). Read more
Published on July 27, 2009 by just_sayin
4.0 out of 5 stars GOOD DEAL.
Published on June 11, 2009 by JJ
1.0 out of 5 stars Does not containt enough valuable content
I am not happy of this purchase.

The author is repeating the same things over and over again. Content does not include sufficiently of valuable information. Read more
Published on November 26, 2008 by Bruno Goulet
5.0 out of 5 stars Super Read!!
I am very pleased with my order. The book was in excellent condition and was swiftly delivered.

Published on June 8, 2008 by S. Perkins
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