Business as a means to improve the world

The ideas of Conscious Business are inspired by Conscious Capitalism and tailored to the European situation. We added the fifth pillars ‘Business model’ and added ‘Organisation’ to ‘Culture’. The pillars on which Conscious Business rests are:


Elevating humanity through business begins with knowing why your company exists. Without this, you have no compass to find and stay focused on your True North. Businesses should exist for reasons beyond just making a profit. We see profit as a necessary means to achieving your purpose—not as an end in and of itself.


To achieve your purpose, it is essential to value and care for EVERYONE who touches your business or is touched by your business. This includes your employees, customers, suppliers, partners, investors, community, environment, and sometimes even your competition. Care for what is important to them. Make each other successful by creating “win-win-win” solutions and long term relationships.


Conscious businesses cannot exist without conscious leaders. These courageous, pioneering men and women understand that their role is to serve the purpose of the business, to support its people and to create value for all stakeholders.

Conscious Businesses tend to change their Business Model to a more Future Proof one. Developing to ‘product as a service’, extended forms of guarantees and recyclability are examples.


The culture of your business is its heartbeat. Without a healthy one, the business will not thrive. Cultures are as unique as the people who comprise them, but commonalities of a conscious culture include trust, authenticity, caring, transparency, integrity, learning, and empowerment. How you are organised is a strong determinator of your agility, innovative power, the freedom and level of responsibility people experience.

Too many businesses generate financial wealth at the expense of social, cultural, environmental, intellectual, physical and spiritual wellbeing. They are extracting value rather than creating value. Conscious Capitalism is about doing business with a spectrum of positive effects, not having one positive “main” effect and many negative “side” effects.

Raj Sisodia, Co-author of Conscious Capitalism

Our inspiration comes from multiple sources

The conscious business philosophy is based on multiple sources. Find below some of the many media that support it.


Reports (Dutch)