Re-designing Higher Education for Mindfulness: Conceptualization and Communication

Abstract

The aim of this chapter is to show how the Gen Y defines mindfulness in comparison to the literature as well as showing the barriers they encounter in the course of transforming their mindset into behavior. The chapter opens with a literature on mindfulness and how it could be applied in marketing and consumption, and by the help of a qualitative inquiry extracts the dimensions of mindfulness as it refers to experiences, intentions, and behaviors of Gen Y consumers. Based on the findings, this chapter finally discusses some possible tools to be implemented in higher education, as the experiences of this generation are largely pertinent to succeeding generations. In this regard, the chapter also offers solutions to reshape the management and marketing curricula to overcome mindfulness barriers. Finally, the chapter proposes imagining a new way of university education formation as well as promoting them to re-shape all their systems, corporations, and project-oriented initiatives thinking in accordance with the real barriers against collective mindful action so that the education system, which is the key for a better future, may really fulfil its mission.