I deeply believe that integrating holistic principles—like compassion, ethics, and sustainability—can reshape business practices for long-term success. I have taken examples such as Patagonia and Ben & Jerry’s, to show how aligning with deeper values builds trust, and loyalty, and creates a positive impact. Let’s delve deeper into how and why a purpose-driven approach is the key to thriving in today’s – and tomorrow’s - world.
What are holistic principles in business?
Holistic principles are often described as an awareness or belief in a greater interconnectedness, transcending ordinary sensory experiences.
This approach involves recognizing a cosmic or universal aspect of life and understanding that human existence holds significance beyond mere biological drives.
Holistic thinking emphasizes the interdependence of all parts of a system—be it in nature, human relationships, or business environments—recognizing that changes in one area can significantly impact the whole.
This journey includes exploring universal themes such as love, compassion, altruism, wisdom, and interconnectivity. A holistic perspective encourages healing and affirming the ego, cultivating positive self-esteem, and developing practices such as meditation and mindfulness. These practices foster personal growth and enable individuals to open their hearts, move beyond ego defences, and experience a deeper connection with purpose.
What has this to do with business?
Let’s start with the definition of a business; it is an organized activity or entity engaged in commercial, industrial, or professional activities with the goal of generating profit (most of the time).
It involves the production, buying, selling, or exchange of goods or services to meet the needs and wants of customers.
Business, at its core, is fundamentally about people coming together to achieve a common goal, and this is where the intersection of holistic principles and business begins.
Integrating holistic principles encourages individuals to recognize a greater cosmic purpose, fostering themes of love, compassion, and altruism. By weaving these principles into business practices, organizations can create environments that not only thrive economically but also promote environmental, personal and collective growth.
Observing life’s events with a superior conscientious
Throughout my life, I have often questioned why certain things happen, especially in difficult or misunderstood situations. After years of reflection, I realize that everything happens for a reason—even events that seem negative at the time. With hindsight, we often discover that these events were necessary for our personal growth.
Growth occurs through, love or pain, with the most effective learning stemming from positive, respectful interactions.
We can say the same for businesses. Those who foster open communication and mutual understanding are more likely to succeed, while those who rely on conflict and competition risk missing opportunities for collaboration.
A cosmic plan?
We may not always see the cosmic plan in the present moment, but eventually, after some time (or even years), it becomes clear that each event, even unpleasant ones, has a purpose. The key is to trust in this cosmic balance and align our actions with our true selves, rather than being limited by our immediate perceptions. Even in difficult situations, acting with integrity and honesty leads to better outcomes for all.
Likewise, while some may see their jobs as merely a means to earn a salary, it is crucial to understand these unwritten laws.
In life, every action generates energy that will return to us.
Let’s look at four case studies that relate to business:
- The Volkswagen emissions scandal of 2015 illustrated how unethical behaviours can have far-reaching consequences. The company's decision to manipulate emissions data for profit resulted in significant financial losses, legal repercussions, and irreparable damage to its reputation. This is a cautionary tale for any organization—ethical practices lead to trust and long-term success.
- In contrast, companies that embrace ethical principles often experience the rewards of integrity. Ben & Jerry's, known for its commitment to social justice and environmental sustainability, has cultivated a loyal customer base that resonates with its values. Their efforts to address climate change and support community initiatives demonstrate how aligning business practices with a higher purpose attracts positive energy and fosters brand loyalty.
- Similarly, Patagonia is a stellar example, donating one percent of its sales to environmental causes and transferring ownership to a non-profit dedicated to protecting the planet. This act of stewardship solidifies Patagonia's reputation as a leader in sustainability and proves that businesses can thrive while giving back.
- TOMS Shoes revolutionized the retail industry with its “one-for-one” model, donating a pair of shoes for every pair sold. This innovative approach has contributed to communities in need and resonated with consumers who prioritize social responsibility, leading to a loyal customer base and sustained profitability.
The need for a new paradigm
I am convinced that everything in life is interconnected, as in business. Many people, however, are not ready to see or acknowledge this due to fear and a competitive culture that focuses solely on profit. Fear blinds companies to opportunities for growth and prevents them from embracing a new paradigm in life and business.
When we do the right thing for others—not for self-gain, but out of genuine concern for their well-being—we naturally become more resilient and more attuned to recognizing opportunities that guide us toward a better path.
Human-centered change in business
A growing body of research highlights the critical need for human-centred change to ensure our survival. For instance, studies indicate that companies with strong corporate social responsibility (CSR) initiatives not only improve their public image but also see a 13 percent increase in employee productivity and a 10 percent increase in customer loyalty.
Additionally, the World Economic Forum has reported that businesses focusing on sustainable practices could unlock US $12 trillion in market opportunities by 2030. This evidence underscores that prioritizing human and ecological well-being is not just ethically sound but also essential for long-term survival and success.
A growing number of companies are adopting the principles of Conscious Capitalism, which emphasizes higher purpose, stakeholder orientation, and ethical leadership. According to a study by Raj Sisodia, co-author of Conscious Capitalism, companies that follow these principles outperformed the S&P 500 by 10.5 times over 15 years. This is evidence that businesses that prioritize purpose and people over short-term profits create long-lasting value.
The Urgent Need for Purpose-Driven Business Practices
By applying holistic principles to our lives and our business, we can create environments that are more harmonious, efficient, and ultimately more successful. Recognizing signs early, acting with integrity, and maintaining a positive attitude can transform not only individuals but also the organizations they belong to.
In a world where profit often takes precedence over people, this approach may seem counterintuitive. However, I believe it is essential for building sustainable, thriving organizations. After all, business is about people, and when we uplift individuals, we uplift the company and society as a whole.
Now is the time for a shift toward a more trustworthy, holistic way of conducting business—a way that fosters not only economic growth but also human growth. We must move beyond the fear of being fully human and embrace the potential of combining holistic principles with business to create a new paradigm that benefits everyone.
By the same author:
La puissance de notre pensée et son impact sur notre réalité
Sources:
The Volkswagen Emissions Scandal (Darden Business Publishing), by Darden Professor Luann J. Lynch, Elizabeth Bird and Cameron Cutro.
Our Climate Impact & What We’re Doing To Reduce It | Ben & Jerry’s
Ben & Jerry’s plan to reduce dairy greenhouse gas emissions | Unilever
Patagonia Founder Gives Away Company So All Proceeds Can Fight Climate Change
Shoes for Social Impact: An Interview with the Chief Strategy and Impact Officer of TOMS
How Does TOMS Shoes Make Money? The One-For-One Business Model Explained - FourWeekMBA
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