Behavioral Trends: Back to the Roots


Back to the Roots


We believe in win-win situations. We challenge the deteriorated ways of education and making businesses. We want to go back to the good human values, where ‘being’ and ‘doing’ is more important than ‘having’, and where we can all achieve a better life as a trustable global tribe.




B Corps are for-profit companies redefining the concept of success in business. Individually, B Corps meet the highest standards of verified social and environmental performance, public transparency, and legal accountability, and aspire to use the power of markets to solve social and environmental problems. But collectively, B Corps lead a growing global movement of people using business as a force for good. Through the power of their collective voice, one day all companies will compete to be best for the world, and society will enjoy a more shared and durable prosperity for all.

Back to the Roots - B-Corps


What is one of the largest obstacles facing developing countries around the world? A lack of transparency and enormous corruption, but also a lack of consciousness in citizen populations. AccountabilityLab is a global non-profit organization whose ultimate mission is to empower citizens to hold the people in power accountable. How do they achieve this? AccountabilityLab funds projects and campaigns that allow for the spread of consciousness among societies, operating in the US, Mexico and seven countries in South Asia and West Africa. The organization also sets an example by being extremely transparent in their operations, openly displaying everything from their board of directors and their funding support, to the programs they’ve helped create.

Back to the Roots - AccountabilityLab


During the coronavirus pandemic in 2020, many startups are struggling to stay afloat. At a time of financial scarcity and uncertainty, a solid investment seems like a life-saving gesture to these growing companies, especially if they have an impact on their communities. Fortunately, software company SAP and Socialab have teamed up to provide just that. They’ve organized a contest for socially-responsible Latin American startups, named Social Innomarathon, which will produce two finalists from each category, who will then be flown to the Social Innomarathon Summit in Colombia in November. There, a winner will receive US$5,000 in funding. While the world is rethinking many of the ways in which it handles things, SAP and Socialab have shown a strong will to continue supporting great projects.

Back to the Roots - Socialab + SAP Social Innomarathon


Technology companies (and their products) are often seen as cold, inscrutable, impersonal and uncaring. Many companies don’t exercise humane or conscious practices, and their customers are noticing. The Center for Humane Technology is a non-profit organization that aims to promote a new vision of technology: one in which it is firmly supporting the well-being of humanity while helping to dismantle its most difficult problems. Their strategy involves changing the paradigms in which technologists operate, helping them realign their product-making back to humanity.

Back to the Roots - Center for Humane Technology


Start-ups and ventures often face disadvantages when entering the market. Whether it is being rejected by VC enterprises or being unable to attract investors, startups are, most often than not, at the short end of the stick in business. Zebras Unite was born in response and direct opposition to that status quo; as a movement committed to creating an alternative to that often unfair and suffocating culture. They call start-ups “zebras”, as opposed to the usual terminology of ”unicorns”, stating that unlike unicorns, zebras are real; and their main objective is to realign capital and technology with principles and process.

Back to the Roots - Zebras Unite


Conscious Capitalism is a form of business philosophy which proposes that “when practiced consciously, business elevates humanity”. Conscious Capitalism is also the name of a company that promotes said philosophy and supports businesses and leaders that aim to re-center humanity in their goals. They achieve this through four ‘Tenets’: establishing a higher purpose (more than just profits), orienting stakeholders through motivation, developing a conscious leadership (focusing on “we”, not ”me”) and finally, incorporating a conscious culture throughout the company, orienting every aspect of ”how” their business is carried out.

Back to the Roots - Conscious Capitalism


BlackRock is a global investment manager and technology provider focusing in providing both their clients and employees with financial well-being. They offer a wide array of investment solutions, financial advisory and technologies with a firm emphasis in corporate sustainability and social principles. The company shows itself to be approachable and conscious, making sure to emphasize the positive impact of their services, particularly innovation and growth but also human capital and ethics. A refocusing of human priorities inside a corporate environment was well-overdue, and BlackRock aims to change that.

Back to the Roots - BlackRock


During the COVID-19 pandemic, American online retail giant Amazon has taken extreme measures to prevent price-gouging on its platform, by expelling 3,900 sellers from the site due to the extremely high prices at which they were selling essential products. This measure obeys the executive order signed by U.S. President Donald Trump, which prohibits overpricing and hoarding medical and health supplies, to make those products easier to access by those who need them.

Back to the Roots - Amazon Price Gouging During COVID-19 (article)


As part of an agreement with the Mexican Social Security Institute (IMSS), Grupo Modelo has pledged to supporting the COVID-19 response effort. Their first form of assistance came in the donation of over 300,000 bottles of hand sanitizer produced in-house for distribution among national hospitals across Mexico. The sanitizer is made from alcohol extracted during the beer brewing processes that are undertaken in their manufacturing plants. An exemplary humanitarian measure that also repurposes production waste.

Back to the Roots - Grupo Modelo Hand Sanitizer (article)


In the midst of the COVID-19 pandemic, Spanish automobile manufacturer Seat worked in collaboration with Protofy.XYZ to design a respirator in merely one week, after 13 prototypes. The key to making the respirator effective lies in the windshield mechanisms developed by Seat and modified for this purpose. This remarkable feat in engineering aims to assist overwhelmed and understocked hospitals where people are being treated, with over 300 respirators produced a day. They are being sent out to hospitals via state mail free of charge.

Back to the Roots - OxyGEN Respirators


Pasta-making by hand has been a tradition passed down from generation to generation in Italy, except nowadays, it’s no longer being passed down to the younger generations. In an effort to prevent this tradition from dying out, researcher Vicky Bennison set out on a mission to meet and film several different women (and some men) who still make pasta by hand. Pasta Grannies documents their recipes, which range from ravioli to the rarest type of pasta, in several videos and cookbooks, as well as through their website.

Back to the Roots - Pasta Grannies


The World Fair Trade Organization is an advocate for Fair Trade, which is a kind of trade system that allows for workers to have a fair payment and working conditions, while also providing enterprises with stability and a way to keep their ethics in check. By reinvesting their profits into the workers, fair trade creates a positive feedback loop and breaks the chain of exploitation in businesses worldwide.

Back to the Roots - World Fair Trade Organization


Grandmothers are the repository of family culture and identity, and everyday millions of grandmothers all over the world pass down their heritage to their grandchildren. Enoteca María started several years ago with Italian grandmothers from different Italian regions cooking their own menus on a rotating schedule. In July 2015, the natural next step was inviting grandmothers of different countries and cultures to cook at the restaurant. And it has been a hit since then!

Back to the Roots - Enoteca María


Implementing the human-centered approach in businesses means to be empathetic and congruent. That is how we nailed our tagline, FOR THE GOOD OF PEOPLE, as a way to express that whenever you understand people’s needs and act towards solving them problems or enhancing their lives, you have at least the first part of success for granted. Value propositions occur within consumers, who ultimately are looking for good things in their life. At the end, every successful business is about an exchange of value, an exchange of goods.

Back to the Roots - Business as Unusual


Click here to navigate our list of Behavioral Trends for value creation, full of insights and needstates, written from a post-demographic human-centered perspective by our partner Andrea Lobo.


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