The Branding of Mindfulness - News Summed Up

The Branding of Mindfulness


The burgeoning “mindfulness revolution,” which is now estimated to be a $4 billion dollar industry, has spurred the professionalization of mindfulness training. Vishvapani who is both a Buddhist teacher in a Western sangha, as well as a professional mindfulness teacher admits:Inevitably, the emergence of the secular mindfulness movement means that mindfulness and meditation teaching are being professionalised. The recent launch of the International Mindfulness Teachers Association (IMTA) has even ruffled feathers in the mindfulness community. Fernandez described how he pitched and sold mindfulness training to Ford Motor company managers. By seeking an unofficial endorsement from the Dalai Lama, Kabat-Zinn lays claim to legitimate authority for his “universal dharma mindfulness” brand.


Source: Huffington Post December 17, 2017 00:00 UTC



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