Is capitalism one of the greatest inventions of the human being and a huge source of prosperity? Or, is it a threat on the verge of destroying the planet and destabilizing society? For Hugo Bethlem, chairman The Institute of Conscious Capitalism Brazil (ICCB), Hugo Bethlem, the answer is yes to both questions and it is necessary to have a balance between this dissonance. According to him, a new look at capitalism is possible, it is real, and is portrayed in this book, which is part of the “Varejo em Foco” collection. In the book, the author analyzes the retail environment as one of the most conducive to putting into practice the “win-win-win” vision proposed by Whole Foods Market CEO John Mackey and marketing professor emeritus at Babson College (USA), Raj Sisodia, founders of the Conscious Capitalism movement, in 2008, and which is increasingly taking shape around the world.

Bethlem discusses the relationship of retail with each stakeholder. That is, with all agents directly or indirectly involved in a business relationship, such as employees, customers, suppliers, competitors, the government, the community, the environment and shareholders. "Retail, especially food, relates to everyone," he says. He presents real cases and also talks about how he incorporated this concept into his life, after a trajectory of decades in the main companies in the sector in the country.

The book's foreword is signed by Abilio Diniz, chairman of the board of directors of Península Participações, a supporter and enthusiast of the movement in the country. Diniz is keen to emphasize how good conscious capitalism can be for companies, for results and for community, and highlights that there are many examples of success, but when the concept is well applied.