Megatrends
Values-driven Meetings
The co-author who first coined the word “megatrend” says spirituality is the name of the game in the future economy
In Megatrends (first published in 1982) and Megatrends 2000, both No. 1 bestsellers, authors John Naisbitt and Patricia Aburdene predicted the shift from an industrial to an informational economy, the booming 1990s, and the power of high tech/high touch. Today, information technology is a trillion-dollar sector.
So what's the latest forecast from these successful futurists? Megatrends 2010, a solo effort by Aburdene, may come as a surprise. Aburdene focuses on spirituality as the largest single force shaping the future, and her book describes "the social, economic and spiritual trends transforming free enterprise into a new, more holistic version of itself."
She argues that "the soul of a technology-driven economy is continuous innovation. Corporations must lead the market by initiating change. But the same is true whether you're a tech firm, consumer products company or a public relations agency: creativity and innovation are the name of the game." According to Aburdene, organizations "achieve the challenging, but lucrative goal of continuous innovation [through] the genius inherent in human consciousness."
She uses the term in the spiritual sense, to mean "presence or alertness, the willingness to observe without attachment, the gleam of Spirit that animates humanity." We're at the point in economic history, she continues, "where human consciousness - the capacity for quiet, detached observation - is the raw material of innovation."
In Aburdene's own words, here is her list of megatrends, which serve as the book's chapters:
1. The Rise of Spirituality - In turbulent times, we look within; 78 percent seek more Spirit. Meditation and yoga soar. Divine Presence spills into business. "Spiritual" CEOs and execs from Redken and HP transform their companies.
2. The Dawn of Conscious Capitalism - Top companies and leading CEOs are re-inventing free enterprise to honor stakeholders and shareholders. Will it make the world a better place? Yes. Will it earn more money? That's the surprising part: study after study shows the corporate good guys rack up great profits.
3. Leading from the Middle - The charismatic, overpaid CEO is fading fast. Experts now say "ordinary" managers, like HP's Barbara Waugh, forge lasting change. How do they do it? Values, influence, moral authority.
4. Spirituality in Business - Half speak of faith at work. Eileen Fisher, Medtronic win "Spirit at Work" awards. Ford, Intel, and other firms, sponsor employee-based religious networks. Each month San Francisco's Chamber of Commerce sponsors a "spiritual" Brown Bag lunch.
5. The Values-Driven Consumer - Conscious consumers, who've fled the mass market, are a multibillion-dollar "niche." Whether buying hybrid cars or organic food, they vote with their values. So, brands that embody values rule.
6. The Wave of Conscious Solutions - Coming to a firm near you: Vision Quest. Meditation. Forgiveness Training. HeartMath. They sound touchy-feely, but Spirit in Biz types are tracking amazing results.
7. The Boom in Socially Responsible Investing - Today's stock portfolios are green in more ways than one.
Key Takeaways
What does this mean for meeting professionals? It depends on your audience. Some groups are more receptive to a "consciousness-raising" approach to the meeting than others. At the least, along with the networking lounges, why not offer your attendees a "quiet room" at your meeting for reflection?
Think of your attendees as the "values-driven consumers" Aburdene talks about. You can brand your organization as being values-driven by demonstrating that the meeting has taken steps to reduce its environmental footprint - and by giving attendees an opportunity to do hands-on volunteer work before or after sessions (it's a growing trend, according to a recent New York Times article).
Do you have other ideas on how to bring values to the meeting space? I'd love to hear them.
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