EURA CONFERENCE
Conscious Capitalism Lessons for mobility?
There was a mood of change at the 2016 EuRA conference, with signs that destination services providers were preparing themselves for the new world ahead, says Fiona Murchie.
A
t this year’s European Relocation Association (EuRA) conference, a fascinating session on Conscious Capitalism shed light on this relatively new approach to business, which
is beginning to impact on mainstream organisations – the type of multinationals that many of the EuRA audience may be supporting with relocation services in the not-too-distant future. The session was led by Elisha French, of CEEYANA, who specialises
in change, engagement and women’s development, and Dr Anne Copeland, of the Interchange Institute, a clinical psychologist. As Elisha French explained, the four principles of Conscious
Capitalism are:
• Higher purpose • Conscious culture • Stakeholder integration • Conscious leadership
If you are able to align with these four principles, you are more likely to have engaged employees who do the right thing. Ms French pointed out that there were too many people in society who were left behind and left out. “Businesses need to recognise that they need to serve, need to be
responsive and responsible,” she said. “Take courageous commitment for change. Business as usual is not going to serve us, as society and individuals, any more. We have a better sense of what justice and fairness is than ever before.” Elisha French went on to give examples of corruption from across the
globe, in government, in companies and institutions, and across sport, from football to the Olympics and cycling, as well as highlighting the spontaneous outcry from the public. She cited the scandal at Volkswagen, where the company had lost a quarter of its value through unethical
behaviour, as an example that had impacted the motor industry. There was, said Ms French, firm evidence that, in the West, “we want
to live conscious, authentic lives. You can be in touch with the farmer that delivers your food; we love wholefoods and natural cosmetics. Yoga studios are thriving. Now, lots of people use a coach – they want more mindful, conscious lives.” So for a business to flourish, she concluded, it needs to provide for
more conscious lives in response to the growing numbers of employees wanting to live and work in this way.
Creating a winning culture The session was given over to explaining processes that allow you to do the best you can, in the business context and as an individual. This begins with ‘higher purpose’. Elisha French suggested starting
by considering why you get up in the morning and what is important to you. At work, many people want to improve lives and the world; money
isn’t their main motivation. As Simon Sinek put it in his book Start with Why, “People don’t buy what you do, they buy why you do it, and what you do simply proves what you believe.” The second ingredient for success, Elisha French explained, was
to create a ‘conscious culture’. What is your culture? Is it about greed and quick wins, or is it more about looking after the planet and people? Dr Anne Copeland continued the presentation by explaining that
culture was the life force of a company, posing the challenge ‘how aware are you of yours?’ She went on to describe some companies with great cultures. There seemed to be common threads, such as working from the heart, trust, transparency and openness, integrity and loyalty, and a sense of equality. In terms of management, ‘stakeholder integration’ summed up the approach adopted by Conscious Capital organisations as they focus
26 | Re:locate | Summer 2016
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