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Organizations that adhere to the philosophy of conscious capitalism acknowledge and embrace four main tenets. The first is the recognition that it is not enough to focus on profits, but more importantly to recognize that profits can help the organization serve a higher purpose. There are more important things than just the bottom line. Secondly, these organizations acknowledge and recognize the importance of all the stakeholders, giving each one a voice. These stakeholders include investors, employees, consumers, communities, and the environment. The third tenet is conscious leadership which is the idea that leaders should have the heart of a servant, serving those that they lead while encouraging the same behaviors from those around them. Finally, the last of the tenets is conscious culture which focuses on the creation of an environment that is equitable, open, caring, and trustworthy for all the stakeholders to enjoy and thrive in (Sustainable, n.d.).

Whole Foods is one of the many companies that embrace conscious capitalism. Whole Foods co-founder and CEO, John Mackey was a key player in the development of the Conscious Capitalism Movement. He believed that the capitalism was good and that it could be used to support a purpose higher than a CEOs pay or the bottom line of the corporation. His desire to help people have easy access to natural and organic foods supports the second tenet of stakeholder orientation. He didnt stop their though. Mackey recognized the importance of serving a higher purpose, the first tenet of conscious capitalism, and started the Whole Planet Foundation with the focus of ending poverty in developing nations. He also developed the Local Producer Loan Program that assisted small food producers to grow their operations. Another program developed by Mackey that serves a higher purpose is the Global Animal Partnerships rating scale which is used to grade farmers on how well they treat their farm animals (John Mackey, 2019).

Mackey was not alone in his quest to serve others. His co-CEO, Walter Robb encouraged them to look beyond the profits and open a store in a depressed area where much of the population live well below the poverty line. Robbs belief was that Whole Foods purpose was to provide healthy foods to all, not just for those that could most easily afford it. With this in mind, he encouraged a store to be opened in Detroit, Michigan and despite the naysayers, holding true to the higher purpose, the newly opened store began creating a profit within its first year (Sustainable, n.d.).