In Good Conscience

1 Introducing Conscience: The Structure of the Book.- The Power of Conscience: From Wedgwood to Chocolonely.- Becoming Conscientious.- The Content.- 2 What Is Conscience? And Why Does It Matter?.- Defining Conscience.- Where Conscience Goes Wrong.- Why Conscience Matters.- Conclusion.- 3 The Business of Conscience.- Soneva: Integrating Conscience.- Soneva's Slow Life.- Putting Conscience at the Core.- The Attributes of a Business with a Conscience.- Fair.- Open.- Responsible.- Becoming a Business with a Conscience.- Conclusion.- 4 Building a Driving Conscience.- The Corporate Purpose.- Unilever and the Three Levels of Purpose.- The Corporate Principles.- The Benefits of a Driving Conscience.- Driving Conscience.- Uncovering the Corporate Heritage.- Embracing Stakeholder Co-creation.- Conclusion.- 5 Embedding Conscience.- Conscience as a Strategic Guide: La Casa de Carlota.- Curating Conscience.- How Oda Curates Conscience.- How to Embed Conscience.- Embedding Conscience in Value Creation Processes.- Embedding Conscience into Targets and Metrics.- Embedding Conscience into Culture.- Conscience and Ecosystems of Change.- The Power of Power with: Embedding Conscience Through Participation.- Power with Diversity and Inclusion.- HP's Commitment to Equality.- Conclusion.- 6 Fostering Conscientious Innovation.- Bringing Rest to the World: Conscientious Innovation at Auping.- Four Conscientious Innovation Strategies.- Built to Last: Slow but Agile Business Models.- Cowboys and Spaceships: Circular Business Models.- Repair, Resale and Rental: Extending Business Models.- Making Lives Better: Business Models with Social Impact.- The Three Enablers of a Conscientious Innovation Strategy.- Digitalization.- Servitization.- Co-creation.- Conclusion.- 7 Communicating and Demonstrating Conscience.- Helping Stakeholders Make Good Choices.- Know Your Audience.- Own the Issue.- Tell the Story.- Using Conscience as a Differentiator.- Conscientious Communication with Financial

Nicholas Ind is a Professor at Kristiania University College, Oslo. Before he became an academic Nicholas ran Icon Medialab's brand consultancy arm in Sweden, had his own branding consultancy in the UK and was a Director of a design group. The author of thirteen books, Nicholas is a Visiting Professor at ESADE, Barcelona and Edinburgh Napier University. He was a founder member of the Medinge Group - an international branding think tank.

Oriol Iglesias is an Associate Professor and Head of the Marketing Department at ESADE Business School. An accomplished author, his research has been published in top international academic journals. Furthermore, he has consulted and/or developed custom in-company training for worldwide leading firms from many different sectors. He is member of the think tank Medinge Group.

"The authors of this thought-provoking book advocate the importance of corporate conscience and call for a move away from corporate values to action-oriented corporate principles ... . This book has insights that are fascinating - juggling concepts and practical solutions." (Christopher Walker, impact Investor, impact-investor.com, June 30, 2023)