BRAND STANDARDS & COMMUNICATIONS GUIDELINES

Transcription

1 BRAND STANDARDS & COMMUNICATIONS GUIDELINES

2 INTRODUCTION Conscious Capitalism Brand Guidelines, page 2 The Conscious Capitalism brand embodies what we do, how we do it and why the communities we serve look to us as a beacon of trust, inspiration and support. In an ever-growing more saturated conscious business landscape, consistency in communicating the Conscious Capitalism brand platform at every level of interaction with stakeholders is key to increasing engagement. Our extended community participants at our events, our chapters, our partners, our Board of Directors, even the employees of companies headed by a leader openly embodying the principles of Conscious Capitalism experience our brand not just through our deeds, but through every verbal and visual message we send as well. Conscious Capitalism International Brand Standards & Communications Guidelines Version 1.0 Created November 10, 2017 Too many voices and too much variation in our communications can compromise brand equity and confuse audiences. A clear, coordinated set of verbal and visual guidelines is therefore critical to Conscious Capitalism s on-going brand-building strategy one that reinforces brand perceptions and manages audience motivations and expectations. Communicating with a universal set of style and formatting conventions is necessary to articulate Conscious Capitalism s brand promise, set strategic priorities, maintain a reliable reputation, and build a high level of confidence in our personal relationships with stakeholders. These guidelines are provided to ensure the correct and consistent use of Conscious Capitalism s brand identity system as we continue efforts to spread its practice around the world. Along with voice, brandmark, typography, color palette and other visual elements, specific directions are included to help you manage communication materials. By accurately and consistently implementing this brand identity system, you not only protect the equity of the Conscious Capitalism brand, but you help to make our market positioning stronger. This, in turn, encourages more business leaders to become Conscious Capitalists and join us in the successful realization of our shared purpose.

3 THE PHILOSOPHY Conscious Capitalism Brand Guidelines, page 3 What is Conscious Capitalism? Conscious Capitalism is simply a better way to do business. It is a philosophical approach to capitalism that better reflects where we are in the human journey, the state of our world today, and the innate potential of business to make a positive impact on the world. Before we can explain Conscious Capitalism International s purpose as an organization, we first define Conscious Capitalism. Why the need for Conscious Capitalism? Capitalism works. Period. Its power to positively change lives is unparalleled. But misuse of capitalism s power by some has led to negative stereotypes such as greed, misconduct and exclusion. This inaccurate way of thinking about business seemed destined to be an unshakable narrative until now. There is a better way to be a capitalist. A way which will create a better world for everyone. A way forward for humankind to liberate the heroic spirit of business and our collective entrepreneurial creativity so we can be free to solve the many daunting challenges we face. Conscious Capitalism provides that path. With Conscious Capitalism and its rationale defined, we can effectively transition to the purpose of Conscious Capitalism International as an organization.

4 THE ORGANIZATION Conscious Capitalism Brand Guidelines, page 4 Conscious Capitalism International s Purpose To Elevate Humanity Through Business. Our Value Proposition The more businesses are run consciously and the more people embrace Conscious Capitalism, the more humanity thrives. We support our global community of Conscious Capitalists with unparalleled access to knowledge, experiences and resources that enable them to grow their businesses, transform their teams and create a world where all their stakeholders flourish. Our Vision Our vision is a future where capitalism means Conscious Capitalism. One day, business will be and be seen as the greatest force for good. Every business will operate with a sense of higher purpose, integrate the interests of all stakeholders, develop and elevate conscious leaders, and create a conscious culture. As the nonprofit organization dedicated to elevating humanity through business, Conscious Capitalism International is the preeminent guide for businesses on the journey. As a trusted source of support and motivation for the Conscious Capitalism community we must maintain simple, straightforward and consistent communications when explaining WHY we exist. NOTE: While legally on our 501c3 paperwork the organization is Conscious Capitalism, Inc., the way we refer to the organization in all public instances should be by the name Conscious Capitalism International. The use of International better reflects the global reach of the Conscious Capitalism movement and the growing number of chapters activating in countries around the world.

5 A CREDO FOR THE MOVEMENT Conscious Capitalism Brand Guidelines, page 5 The Conscious Capitalist Credo We believe that business is good because it creates value, it is ethical because it is based on voluntary exchange, it is noble because it can elevate our existence and it is heroic because it lifts people out of poverty and creates prosperity. Free enterprise capitalism is the most powerful system for social cooperation and human progress ever conceived. It is one of the most compelling ideas we humans have ever had. But we can aspire to even more. Conscious Capitalism is a way of thinking about capitalism and business that better reflects where we are in the human journey, the state of our world today, and the innate potential of business to make a positive impact on the world. Conscious businesses are galvanized by higher purposes that serve, align, and integrate the interests of all their major stakeholders. Their higher state of consciousness makes visible to them the interdependencies that exist across all stakeholders, allowing them to discover and harvest synergies from situations that otherwise seem replete with trade-offs. They have conscious leaders who are driven by service to the company s purpose, all the people the business touches and the planet we all share together. Conscious businesses have trusting, authentic, innovative and caring cultures that make working there a source of both personal growth and professional fulfillment. They endeavor to create financial, intellectual, social, cultural, emotional, spiritual, physical and ecological wealth for all their stakeholders. Conscious Capitalism International s purpose, value proposition and vision are influenced by The Conscious Capitalist Credo, a statement developed and approved by the organization s Board of Directors to provide current and future supporters of the Conscious Capitalism movement with guidance and direction toward realizing a world in which business is both practiced and recognized as a force for good. In cases where space limits the use of the full credo, the first paragraph only may be used. However, any such abbreviated use must include From The Conscious Capitalist Credo. Digital applications of just the first paragraph should hyperlink to the full credo whenever possible. Conscious businesses will help evolve our world so that billions of people can flourish, leading lives infused with passion, purpose, love and creativity; a world of freedom, harmony, prosperity and compassion.

6 THE FOUR TENETS Conscious Capitalism Brand Guidelines, page 6 Higher Purpose 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. Stakeholder Orientation Critical to achieving your purpose is to value and care for EVERYONE that touches your business. This includes your employees, customers, suppliers, partners, investors, community, environment, and sometimes even your competition. Motivate all stakeholders by creating win-win-win outcomes for all who are impacted by your business s decisions. Conscious Leadership Conscious Capitalism comes to life as it is applied to business. Its four core principles support leaders to create value for all. These principles are Higher Purpose, Stakeholder Orientation, Conscious Leadership, and Conscious Culture. When talking or writing about the tenets of Conscious Capitalism, these are the initial definitions to use. The following page features supplemental anecdotes for each tenet for situations where more detail is warranted. Conscious businesses cannot exist without Conscious Leaders. They are the stewards, the pioneers of good. They keep the business focused on its Purpose. They reject a zero-sum, trade-off-oriented view of business and seek creative, synergistic solutions for all stakeholders. Without better leaders, there is no better world. Period. Conscious Culture The culture of your business is its heartbeat. Without a healthy one, the business will ultimately fail. Cultures are as unique as the people who comprise them, but commonalities include trust, accountability, transparency, integrity, loyalty, egalitarianism, fairness, personal growth, and love and care. How s that for a great place to work?

7 HIGHER PURPOSE - ANECDOTE Conscious Capitalism Brand Guidelines, page 7 Higher Purpose In the words of University of Virginia Darden School of Business professor and Conscious Capitalism International trustee R. Edward Freeman, We need red blood cells to live (the same way a business needs profits to live), but the purpose of life is more than to make red blood cells (the same way the purpose of business is more than simply to generate profits). Sometimes more detail about each of Conscious Capitalism s four tenets might be warranted. In such cases, use these anecdotal explanations for each. While making money is essential for the vitality and sustainability of a business, it is not the only or even the most important reason a business exists. Conscious businesses focus on their purpose beyond profit. We all need meaning and purpose in our lives. It is one of the things that separates us from other animals. Purpose activates us and motivates us. It moves us to get up in the morning, sustains us when times get tough and serves as a guiding star when we stray off course. Conscious businesses provide us with this sense of meaning and purpose. By focusing on its deeper purpose, a conscious business inspires, engages and energizes its stakeholders. Employees, customers and others trust and even love companies that have an inspiring purpose.

8 STAKEHOLDER - ANECDOTE Conscious Capitalism Brand Guidelines, page 8 Stakeholder Orientation Pioneering naturalist John Muir observed that, When you tug at a single thing in nature, you find it attached to the rest of the world. Such is the case with business, which is an intricate and interconnected web of relationships. Sometimes more detail about each of Conscious Capitalism s four tenets might be warranted. In such cases, use these anecdotal explanations for each. Unlike some businesses that believe they only exist to maximize return on investment for their shareholders, Conscious Businesses focus on their whole business ecosystem, creating and optimizing value for all of their stakeholders, understanding that strong and engaged stakeholders lead to a healthy, sustainable, resilient business. They recognize that, without employees, customers, suppliers, funders, supportive communities and a life-sustaining ecosystem, there is no business. Conscious Capitalism is a win-win-win proposition, which includes a healthy return to shareholders.

9 LEADERSHIP & CULTURE - ANECDOTES Conscious Capitalism Brand Guidelines, page 9 Conscious Leadership Conscious Leaders focus on we, rather than me. They inspire, foster transformation and bring out the best in those around them. They understand that their role is to serve the purpose of the organization, to support the people within the organization and to create value for all of the organization s stakeholders. They recognize the integral role of culture and purposefully cultivate a Conscious Culture of trust and care. Sometimes more detail about each of Conscious Capitalism s four tenets might be warranted. In such cases, use these anecdotal explanations for each. Conscious Culture Famed management guru Peter Drucker didn t mince words, and he knew how to identify and articulate the keys to success in business. One of his most famous insights is, Culture eats strategy for lunch. Culture is the embodied values, principles and practices underlying the social fabric of a business, which permeate its actions and connects the stakeholders to each other and to the company s purpose, people and processes. A Conscious Culture fosters love and care and builds trust between a company s team members and its other stakeholders. Conscious Culture is an energizing and unifying force, that truly brings a conscious business to life.

10 HOW WE SUPPORT THE MOVEMENT Conscious Capitalism Brand Guidelines, page 10 Transformational Events From our flagship CEO Summit to our annual Spring Conference and individual chapter-hosted symposiums, we create unique opportunities to learn from and share experiences with the world s most inspiring conscious business leaders. Compelling Stories We seek to expand the narrative of business as a force for good by showcasing inspiring examples of Conscious Capitalists and empowering aspiring conscious leaders with actionable how-to articles. Thriving Community Through more than 40 Chapters in 12 countries around the world, we bring together positive change-makers to learn from and collaborate with each other toward building the case for a more conscious practice of capitalism. Resources & Training Through publishing books and case studies to hosting business plan competitions, workshops and one-on-one assistance, we are committed to helping businesses and individuals implement Conscious Capitalism in their own work. Exemplary Sponsors Through a variety of sponsorship opportunities, we offer our members front row engagement to the Conscious Capitalism community. From corporate donations to custom partnership events, we connect you with an audience that shares your values. At times we are asked What exactly does your organization do? In order to Elevate Humanity Through Business, Conscious Capitalism International aims to make the foundational tenets of Conscious Capitalism accessible and actionable to EVERY business. To do so, we are pursuing a three-step strategy for social change: Step 1: Build the community of likeminded business leaders. Step 2: Help businesses operate in a conscious manner. Step 3: Make the case for Conscious Capitalism through both stories of business as a force for good and data on the efficacy of this approach. We re originators, aggregators, and distributors of the best practices, the best minds, and the most open hearts in business and we offer five distinct ways for business leaders to join the movement as outlined here.

11 OUR VOICE Conscious Capitalism Brand Guidelines, page 11 Be Inclusive Conscious Capitalism aspires to be a big tent. We welcome everyone who is working to build a better life, workplace or world through business. We are agnostic to political parties, religious affiliation, etc. Be Positive Historically, things are better than they have ever been before and we believe capitalism is the primary reason. We present a positive perspective of the world and believe that conscious businesses can make our world even better. We avoid denigrating others or taking a negative look upon the world. As advocates for Conscious Capitalism, we will frequently find ourselves in conversation, whether verbal or written, with others. When talking about Conscious Capitalism, here are a few considerations to help guide your conversation to a positive outcome. Be Optimistic Not only are things good now, but they will be better in the future when more businesses are practicing Conscious Capitalism. Be Consistent When crafting content, use messaging provided by Conscious Capitalism International as outlined in this Brand Standards & Communications Guidelines document. Do not alter or add unapproved wording to core messaging. Be Specific Avoid generalities. Focus on the details. Incorporate Humanity Conscious Capitalism is not only about business, structures, or society. Conscious Capitalism is unique because it incorporates humanity into something that has been dehumanized for too long. We support fully human business. Avoid False Dichotomies Rarely is it ever an either-or. Find the win-win-win solution to everything.

12 OUR VIBE - BRAND DIRECTION Conscious Capitalism Brand Guidelines, page 12 When writing and designing communications, we should always ensure that our messaging and visuals convey one or more of the following brand direction themes: Human Conscious Capitalism understands, embraces and promotes the human side of business and capitalism. Bold Conscious Capitalism takes a principled stand for those things on which others may waver. Timeless Conscious Capitalism is a timeless idea that has been around before and will exist well into the future. It s not a fad. And it will evolve. But at its core, it is enduring. Example: Conscious Capitalism International s Elevations blog graphical masthead incorporates a key word from our organizational purpose statement along with the use of Bold type and colors (within the approved color palette) and a visualization of real people pursuing a Timeless and very Human goal of aspiring to even greater achievement. In the book, Conscious Capitalism: Liberating the Heroic Spirit of Business, John Mackey and Raj Sisodia wrote: Of course, we are not so arrogant as to presume that the way we have defined Conscious Capitalism is the final word. What we have offered is a dynamic definition, one that will continue to evolve as our consciousness grows and the collective wisdom of business leaders and thinkers enriches our understanding. To this end, we seek to maintain a brand identity based on three themes inherent in the core essence of Conscious Capitalism. These themes will enable Conscious Capitalism to maintain a consistent brand identity, while simultaneously providing ample opportunity to evolve the way we engage others with our organizational purpose and brand value proposition.

13 TALKING POINTS Conscious Capitalism Brand Guidelines, page 13 Elevate humanity through business. Business as a force for good. Create win-win-win solutions. We believe in building value for all stakeholders, not just shareholders. In conversations with others, whether formal or informal, succinct and memorable phrases (a.k.a. sound bites) are often effective in conveying the benefits of Conscious Capitalism and getting others to understand. People matter. Conscious Capitalism is big tent - it includes diverse individuals and can be practiced in different ways. Conscious businesses have a purpose beyond just profit. Profit is a means, not an end. Culture drives performance. Business people should take pride in what they do. Conscious business leaders are modern day heroes. Conscious Capitalism liberates the heroic spirit of business. Conscious Capitalism is about how you make money, not how you give it away. Combination Statement: We help companies be good, ethical, noble and heroic. We help business leaders inspire and empower their people to elevate humanity through their businesses. We think the need to liberate the heroic spirit of business is more important today than ever.

14 BEST PRACTICES Conscious Capitalism Brand Guidelines, page 14 Capitalization As a tribute to the brand, the first Cs in the full name of Conscious Capitalism should always be capitalized. Similarly, the four tenets of Conscious Capitalism should also be capitalized: Higher Purpose, Stakeholder Orientation, Conscious Leadership, Conscious Culture. So, too, should the terms Conscious Capitalist and its plural form, Conscious Capitalists. Punctuation Punctuation should be included in all headlines, and always be included at the end of complete sentences and fragment sentences. Punctuation should not be included at the end of phrases where it is not necessary. In Dove Seidman s book Why HOW We Do Anything Means Everything, he quotes former U.S. Supreme Court Justice Potter Stewart as saying, [There is a] difference between what you have a right to do, and what is the right thing to do. In the world of brand perception, HOW you communicate is just as important as what you communicate. Here are some ways to ensure we maintain a reputation as a first class global organization. To shy away from being disingenuous, we avoid exclamation points, only using them very sparingly and never in headlines. Grammar For grammar rules outside of those previously addressed for capitalization and punctuation, please refer to the Associated Press Stylebook. Brevity Long messages tend to be less effective. Always try to be concise.

15 BRANDMARK Conscious Capitalism Brand Guidelines, page 15 The most fundamental visual element of a brand s identity is its brandmark. The components of Conscious Capitalism s brandmark include a series of multi-colored, overlapping circles comprising a larger circular formation. These circles are aligned asymmetrical as if to form a dimensional ascension similar to that of the visual funnel typically representative of the evolutionary human development model, Spiral Dynamics, of which the vision and values of Conscious Capitalism are consistent with the model s second-tier integrative and holistic memes. Within the design are two overlapping Cs to visually represent Conscious Capitalism. The name Conscious Capitalism is always positioned, spelled out in all capital letters, to the right of the Color Circle design in the font, Gotham. See page 18 for brandmark color callouts. Conscious Capitalism and its Color Circle brandmark are registered trademarks of Conscious Capitalism, Inc. Use of either without explicit approval from Conscious Capitalism, Inc. is prohibited. As one of our most important assets, the Conscious Capitalism brandmark must always appear as shown on this page or in one of the approved variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately. We must use the registered trademark symbol ( ) with the brandmark to ensure our legal rights are protected. Always display the registered trademark symbol ( ) in the positions indicated.

16 LOGO USAGE Conscious Capitalism Brand Guidelines, page 16 Spacing Proper margin must be maintained around the logo at all times. The minimum spacing required between the logo and other graphical elements can be measured by the height of the center of the Color Circle. cc-logo_standard cc-logo_reverse cc-logo_reverse-glow Background There are versions of the logo that are appropriate for different background applications. For placement on a background of same color, you must use the version with a white glow around the colored circle for proper color Other Versions There are approved versions of the logo for chapters and for other languages. Please apply the same guidelines to these logos as well.

17 UNACCEPTABLE USAGE Conscious Capitalism Brand Guidelines, page 17 Alterations to Brandmark Under no circumstances should any alterations to the official Conscious Capitalism brandmark be made. Never alter the color of the brandmark. Never shift or skew the brandmark. Never tilt or rotate the brandmark. Additionally, approved use of independent elements of the brandmark ( Conscious Capitalism or the Color Circle on their own) are rare. See pages for Social Media profile applications. No other use of individual brandmark elements are to be used without approval from Conscious Capitalism International. Never add an element to the brandmark. Never rearrange brandmark. Never alter the shape of the brandmark. A few examples of common unacceptable brand alterations have been included here. However, this is not an exhaustive list and Conscious Capitalism International may revoke the use of its trademarked logo for any reason at any time. Never change the font color of the brandmark. Never change the font type of the brandmark. Never add unapproved words to the brandmark.

18 COLORS Conscious Capitalism Brand Guidelines, page 18 Pantone 143 C C:0 M:35 Y:85 K:0 R:251 G:176 B:64 (#FBB040) Pantone 158 C C:0 M:61 Y:97 K:0 R:245 G:128 B:37 (#F58025) Pantone 179 C C:0 M:79 Y:100 K:0 R:241 G:93 B:34 (#F15D22) Pantone 1805 C C:0 M:88 Y:97 K:22 R:193 G:55 B:29 (#C1371D) Pantone 327 C C:85 M:0 Y:37 K:15 R:0 G:157 B:157 (#009D9D) Pantone 328 C C:95 M:0 Y:43 K:30 R:0 G:131 B:128 (#008380) Pantone 329 C C:100 M:0 Y:46 K:46 R:0 G:108 B:103 (#006C67) The Conscious Capitalism brandmark is very colorful. This page lists all of the colors contained within the Conscious Capitalism logo. When designing colorful documents or graphics for Conscious Capitalism, use only these colors, including compatible hues and saturations. When specifying colors, we prefer to always use the Pantone Matching System (PMS) numbers shown in bold. If those numbers are not available, other color space values have been provided. Pantone 3115 C C:60 M:0 Y:17 K:0 R:85 G:198 B:212 (#55C6D4) Pantone 425 C C:0 M:0 Y:0 K:77 R:95 G:96 B:98 (#5F6062) Pantone 3135 C C:100 M:0 Y:16 K:0 R:0 G:159 B:194 (#009FC2) Pantone 314 C C:100 M:0 Y:9 K:30 R:0 G:131 B:169 (#0083A9)

19 TYPOGRAPHY Conscious Capitalism Brand Guidelines, page 19 GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ARIAL (WEB ONLY) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz With the exception of CCI-approved designs incorporating a graphical treatment of words or letters, the only font used for the Conscious Capitalism brand should be a sans-serif font called Gotham. It is a modern, geometrical, and easily readable typeface that aligns with our visual style. Use this typeface for all types of brand communication. The book and bold font weights are preferred for standard use. The light and medium may be used for special treatments, but use the thin weight sparingly since it can be harder to read at smaller sizes. We prefer you do not use the heavier black and especially the ultra weights of Gotham at all, for a variety of reasons legibility reasons. For websites that are more standardsbased, it is acceptable to use the Arial sans-serif font family for dynamic text. Under no circumstances should a serif typeface (e.g. Times, or any other Roman or Schoolbook typeface) be used for headlines or body copy on a branded communication for Conscious Capitalism, whether physical or digital.

20 SOCIAL MEDIA - FACEBOOK Conscious Capitalism Brand Guidelines, page 20 Profile Graphics Profile Photo: Use Conscious Capitalism s stand alone Color Circle graphic. Profile Header Image: Recommended is a graphical design or group photo incorporating a visual element of Conscious Capitalism or one or more of its four tenets. Preference to have a Conscious Capitalism logo somewhere in the photo, either superimposed as a graphic or as part of the photo itself. Facebook Handle Social Media profile photos are one of the few exceptions when to use a standalone element of the Conscious Capitalism brandmark. For this application you will utilize the Color Circle graphic: Profile Descriptions About for Conscious Capitalism International and Chapters: Conscious Capitalism is simply a better way to do business. It is a business philosophy that simultaneously creates multiple kinds of value and well-being for all stakeholders: financial, intellectual, physical, ecological, social, cultural, emotional, ethical and even spiritual. Company Overview For Conscious Capitalism International: Conscious Capitalism International is the non-profit organization dedicated to elevating humanity through business. More than 40 Chapters around the world and growing! cc-logo_circle-only For Chapters: Conscious Capitalism <<City/Region>> is a chapter of Conscious Capitalism International, the non-profit organization dedicated to elevating humanity through business around the world.

21 SOCIAL MEDIA - TWITTER Conscious Capitalism Brand Guidelines, page 21 For Conscious Capitalism International Bio (160 character limit): The nonprofit organization dedicated to elevating humanity through business. More than 40 chapters around the world and growing! Profile Pic: Standard Color Wheel Profile Header Image: Recommended is a graphical design or group photo incorporating a visual element of Conscious Capitalism or one or more of its four tenets. Preference to have a Conscious Capitalism logo somewhere in the photo, either superimposed as a graphic or as part of the photo itself. Twitter Handle Twitter account profile pic is one of the few exceptions when to use a standalone element of the Conscious Capitalism brandmark. For this application you will utilize the Color Circle graphic: For Chapters Bio (160 character limit): A chapter the nonprofit organization dedicated to elevating humanity through business around the world. Profile Pic: Standard Color Wheel cc-logo_circle-only Profile Header Image: Recommended is a graphical design, photo of city/region location or group photo incorporating a visual element of Conscious Capitalism or one or more of its four tenets. Preference to have a Conscious Capitalism logo somewhere in the photo, either superimposed as a graphic or as part of the photo itself. Frequently Used Hashtags: #ConsciousCapitalism - #ConsciousCapitalist - #ConsciousCapitalists - #CC2018 (for upcoming spring conference) - #ccceosummit18 (for upcoming CEO Summit)

22 FAQ Conscious Capitalism Brand Guidelines, page 22 How do companies work with Conscious Capitalism? Companies can get involved in several ways. They can send employees to conferences, local chapter events, or workshops to learn about Conscious Capitalism. They can invite Conscious Capitalism into their organization to run workshops or trainings. And they can become sponsoring members to help build the movement. Most importantly, they can learn how to broaden and deepen the practice of Conscious Capitalism in their business and communities. How do I get involved if I m not a CEO? Every business comes down to its people. Every individual in a business matters, not just the CEO. We encourage everyone who is interested in Conscious Capitalism to attend our events, learn our business practices, and get involved. How is Conscious Capitalism different from other groups like B Lab and Social Venture Network? From time to time, we will field questions from our established community or those new to Conscious Capitalism. While many of their questions can be addressed by the various guidelines within this document, we have compiled some of the more frequently asked questions to help you better answer them. If you come across any questions in your daily interactions with others that you think should be added to this document, please let us know by sending to Conscious Capitalism International s director of Communications, Dan Dement, at dan.dement@consciouscapitalism.org. Conscious Capitalism works in the same space as other groups like B Lab and Social Venture Network, but is unique in two key ways. The first is that Conscious Capitalism recognizes the human nature of business, the essential role that people play. There is no way to separate the people from a business. And there is no way to evaluate a business without looking at the values that the business and its people hold. Conscious Capitalism is premised upon this perspective. The second is that Conscious Capitalism is not just an approach to how business should be run, but also to the system in which businesses operate. Conscious Capitalism does not apologize for, but rather celebrates the successes of capitalism. We believe both that capitalism has done more good for humanity than any other economic system and that it can do even more good with the right approach in the future.

23 FAQ Conscious Capitalism Brand Guidelines, page 23 How do you really put Conscious Capitalism into practice in a company? It will take more than a single conversation to answer that. We encourage you to read the book, attend our events, or go through a training from Conscious Capitalism to learn that. Will Conscious Capitalism work with publicly traded companies? Yes! In fact there are a growing number of publicly traded companies who are recognized as being practitioners of Conscious Capitalism, including The Container Store, Costco, KeyBank, PepsiCo, Southwest Airlines and Starbucks, How do I start/find a Chapter? A list of all Conscious Capitalism chapters across the globe is available on our website, If a chapter does not yet exist in your area, you can help start one by filling out the form on the website. Is Conscious Capitalism anti-union? Absolutely not. Unions are an important part of capitalism. People should have the freedom to associate with or not associate with unions just as they should have the freedom to associate with or not associate with any other business. Is Conscious Capitalism aligned with any particular political or religious philosophy? Do you have to be a Libertarian, or progressive to practice Conscious Capitalism? Conscious Capitalism is not aligned with any political or religious philosophy. The organization includes a diversity of beliefs in these areas. We include liberals, conservatives and libertarians. We have Christians, Jews, Buddhists, Muslims, and atheists. Conscious Capitalism is about the way you do business, and is a philosophy that transcends political or religious belief.