Awareness of the conscious capitalism movement grew from the Presidential campaign of Jason Palmer There is an alternative way of thinking about conscious business emerging in the U.K., and perhaps other countries, which tries to avoid reification, regarding it less as a thing or a type of business which can be categorised, and more as an ongoing process including awareness, self-awareness, awareness of purpose, practice (social theory) and relationships.
[3] It is generally agreed upon that the product or service of a conscious business should not be intrinsically harmful to humans or the environment.
[4] However, it is possible for such a business to be taking part in the conscious business movement if it is taking conscious steps to be more aware of its social and environmental effects, and to adopt more beneficial social or environmental practices.
They aim to provide positive value in the domains of people, planet, and profit.
[5] The phrase "Triple Bottom Line" was coined by business writer John Elkington in 1994.