Next‐generation mindfulness: A mindfulness matrix to extend the transformative potential of mindfulness for consumer, organizational, and societal wellbeing

Jutta Tobias Mortlock

Journal of Consumer Affairs, 2023, vol. 57, issue 2, 721-756

Abstract: This conceptual analysis contributes to extending the transformative potential of mindfulness for consumers and society by creating a mindfulness matrix that uncovers new linkages across previously siloed mindfulness literatures and by arguing that next‐generation mindfulness research and practice should draw on underexplored synergies between these. The paper makes three key contributions: First, it illustrates how a shift in understanding mainstream mindfulness from a predominate focus on the Self may create new opportunities for individual and collective wellbeing. Second, its mindfulness matrix offers an integrative mapping of relevant literatures to different motivations for engaging in mindfulness, suggesting opportunities for integration between diverse schools of thought. Finally, it argues that to broaden the scope of mindfulness to generate wisdom and transformative capacity in one and all, we need a stronger emphasis on understanding mindfulness as prosocial engagement. This offers new opportunities for research and interventions that promote consumer, organizational, and societal wellbeing.

Date: 2023
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