Enlightened Business

By Flynn Bucy

The term “enlightened business” is getting a lot of attention these days. It is an important concept, but often misunderstood and misused. However, as the primary driver of economic activity, businesses need to act in more enlightened ways if for our civilization is going to evolve into a more sustainable, just and prosperous culture.

A common misuse of the term is to personify an organization; attributing human traits to them—such as enlightenment. Organizations do not have consciousness; they have cultures and individuals within them. In reality, individual members of organizations bring their level of enlightenment to the group. Over time, the values and behaviors of a corporate culture are a reflection of the contributions of specific individuals—for better or worse.

Reframing the “Business Paradigm” to Promote Enlightened Cultures

Creating enlightened cultures within business organizations requires a fundamental reframing of our understanding of the purposes for which business entities are chartered and the purposes they serve. The prevailing paradigm of for-profit businesses says that the purpose of a business is to make as much profit as possible and that they should maximize financial returns to shareholders. A new, more “enlightened” paradigm is based on a not-for-profit-ONLY model. The essential purpose of a business with an enlightened culture is to fill a social need and that they serve the numerous stakeholders affected by the decisions a company makes.

An increasing number of businesses are being developed that have core missions with a strong commitment to social and environmental impacts. “Social Ventures” are a new paradigm of using business structures and market forces to address growing social and environmental challenges in a more financially sustainable way.

Enlightened Individual Behavior Creates More Enlightened Business Behavior

Although organizations develop cultures that act in more-or-less enlightened ways, these organizational behaviors are the result of individuals demonstrating their own level of enlightenment by their choices and actions.

One of the primary features of individuals acting in an enlightened manner has to do with how they understand and value the future. Our current business paradigm discounts the future; the net present value of money devalues the future. At the heart of sustainability is a prioritizing of the future; with current efforts seen as investments in long-term health of the economy, the organization and the individuals that work in it.

Flynn Bucy, PhD, is an organizational strategist helping find innovative solutions to promote sustainable development. He teaches Social Venture Entrepreneurship and Management, works with numerous Corporate Social Responsibility programs and has been engaged for several decades in promoting international sustainable development.