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Megatrends 2010: The Rise of Conscious Capitalism

3.9 out of 5 stars 34 customer reviews
ISBN-13: 978-1571745392
ISBN-10: 1571745394
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Editorial Reviews


". . . recommend [Megatrends 2010] to anyone who believes that business is more than just business." -- USA TODAY

". . .the book challenges conventional wisdom and opens the floodgates to the next paradigm to shake the planet." -- Economic Development Futures Journal

"One of the foremost trend trackers in the United States." -- Christian Science Monitor

"The Megatrends books have become a kind of self-fulfilling prophecy: they not only identify significant trends, but also spur them." -- Social Funds.com

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.

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Product Details

  • Paperback: 248 pages
  • Publisher: Hampton Roads Publishing (April 17, 2007)
  • Language: English
  • ISBN-10: 1571745394
  • ISBN-13: 978-1571745392
  • Product Dimensions: 8.9 x 6.1 x 0.6 inches
  • Shipping Weight: 12.6 ounces
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (34 customer reviews)
  • Amazon Best Sellers Rank: #789,297 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
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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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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Format: Hardcover
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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Format: Hardcover
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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