Free enterprise capitalism is the most powerful system for human cooperation and improvement that we humans have ever devised. Yet, capitalism suffers from a perception problem. In spite of an enormous wealth of evidence that capitalism lifts people out of poverty, fuels innovation, and provides the framework for free, civil, democratic societies, capitalism is often vilified by the media, politicians, academics, and in the minds of the public at large. The best way to address this perception challenge is for business leaders to lead by example. To practice business ethically and to be proud outspoken advocates for the positive impact their business is making in the world. Historically we have had far too few business leaders willing to play this role. Fortunately this is changing. Conscious Capitalism is a movement of business leaders that are conscious of the positive role they play and committed to elevating humanity through their businesses. Conscious Capitalists follow a set of principles to ensure they are making a positive impact while making a profit, so that they can grow their business and impact even more people. But these business leaders are humble. It is our job at Conscious Capitalism, Inc. (CCI) to identify them and share the human stories of how those businesses are improving people's lives through capitalism. This proposal outlines a pilot program to test and measure the effectiveness using video storytelling to improve perceptions of capitalism. CCI will work with our production and distribution partner Freethink to leverage our existing network of Conscious Capitalists to capture these inspiring stories and share them with target audiences and deploying assessment tools to measure the change in attitudes toward capitalism created by watching the videos.
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