Conscious Business

PeriodKwartiel 3-4, Kwartiel 1-2
Max participants20
ContactPeter de Heus |  | +316 2349 7652
Type of minorA: Toegankelijk voor elke hbo-opleiding
Link Kies op MaatKies op Maat
  • Who are you? And what is your Ikigai?
  • What determines the ‘identity’ of an organisation?
  • How do you define the difference between fulfilling a need and serving an interest?
  • Can an organisation be both profitable and ‘conscious’ about people and planet at the same time?
  • How does the art of happiness relate to doing business?

If you are intrigued by these questions, please read on since it appears that you have what it takes to fully benefit from a conscious approach to business. An approach that is built on the fundamental idea that business should look beyond ‘just’ maximising profit, and employ their enormous potential for a better world by taking full responsibility for the impact they have on people and the environment. See how conscious business can truly awaken the potential within the economy by working towards a regenerative and inclusive world.

Some of the classes that will be offered are:

  • The art of happiness
  • Identity marketing
  • Economy of meaning
  • Conscious communication skills



Conscious businessThe minor is open to all students in their 3rd or 4th year that have a pro-active, open and positive attitude and show an intrinsic motivation to learn about themselves, their purpose in life and how this is connected to an economy of meaning.



In today’s world businesses tend to solely focus on the maximisation of profit as were it the only indicator for success. But is this true? Should the actual wellbeing of people not be the measure of things? And should responsibility for a sustainable planet not also be part of ‘success’? As believers in an ‘economy of meaning’ we feel that the impact on people and planet should be an integral part of what we call ‘success’.

Students that choose this minor will:

  • become aware of their deepest driving forces and unique talents
  • learn how to make use of tools and models available to a ‘marketer of meaning’ in order to gain an in-depth understanding of an organisation’s ‘raison d’ être’
  • experience how to use their strong points to create more meaningful organisations
  • improve their debating skills
  • learn how to translate an identity into a realistic brand promise and plan of action
  • learn that true value can only be created inside-out and based on inclusion

The minor is focused on 4 core competences. As a conscious business professional you will learn to be (more):

  • Self-directing and self conscious
  • Critical, analytical and curious
  • Expressive, argumentative and convincing
  • Culturally and environmentally aware, responsible and unifying

The minor is built around the following activities:

  • a full-day kick-off to get to know the others and learn about the outline of the minor
  • communication and debating sessions
  • excursions and visits to conscious businesses (to be)
  • coaching and evaluation meetings with your teachers 
  • presentations, live and or by using video

Deliverables: Your personal identity and view on conscious business, for example, will manifest itself in your own ‘Book of Life’ and essays.

Exams: Knowledge on theories and models related to Identity Marketing and Conscious Business will be tested in written and/or oral exams

Project – report and presentation: The presentation of your conscious business plan will be your chance to demonstrate what you learned and convince your principal to actually realize your advice on how to become a conscious business.


Max van Alphen, 4th year student Industrial Engineering at Avans Hogeschool Tilburg"Since I had been working on developing my own consciousness I was immediately drawn by the title, consciousness in business, HOW COOL! And it turned out to be exactly what I was looking for."  
Max van Alphen, 4th year student Industrial Engineering at Avans Hogeschool Tilburg


Ezra Dirks, 3rd year Industrial Product Design Student at Windesheim Flevoland

"If you are interested in getting to know yourself better and learning about a circular economy, this minor suits you well!"
Ezra Dirks, 3rd year Industrial Product Design Student at Windesheim Flevoland


Maurice Zwolle, 4th year student Bedrijfskunde MER at Saxion"In my opinion, students should choose the minor Conscious Business, because it widens your view on the world. It challenges you to step out of your comfort zone and see things in another perspective. It teaches you that there is more than making money or making a glamorous career in life."
Maurice Zwolle, 4th year student Bedrijfskunde MER at Saxion, Enschede


Moesje Berry, 4th year IBMS student at Saxion University of Applied Sciences"The minor has provided me with a completely new way of looking at the world. It sheds a new light on the operations of a business and an economy while emphasizing on certain aspects that were never taken into account before such as, the true identity of a company, and acknowledging that infinite growth on a finite planet is impossible."
Moesje Berry, 4th year IBMS student at Saxion University of Applied Sciences

Peter de Heus
+31 6 234 976 52