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Of course, for all their counterculture pretensions, corporations like Google, Amazon, and Apple are still corporations. They seek profits, they try to maximize their monopoly power, they externalize costs, and, of course, they exploit labor. The American technology sector has externalized the cost of industrial pollution to Chinas cities, where people live in a pall of smog but no one - certainly not Apple - has to bear the cost of cleanup. Apple/Foxconn’s dreadful labor practices in China are common knowledge, and those Amazon packages with the sunny smile issue forth from warehouses that are more like Blake’s “dark satanic mills” than they are the new employment model for the internet age.
The technology industry has manufactured images of the rebel hacker and hipster nerd, of products that empower individual and social change, of new ways of doing business, and now of mindful capitalism. Whatever truth might attach to any of these, the fact is that these are impressions carefully managed to get us to keep buying products and, just as importantly, to remain confident in the goodness and usefulness of the high-tech industry. We are being told these stories in the hope that we will believe them, buy into them, and feel both ip and spiritually renewed by the association. Unhappily, in this view of things, mindfulness can be extracted from a context of Buddhist meanings, values, and purposes. Meditation and mindfulness are not part of a whole way of life but only a spiritual technology, a mental app that is the same regardless of how it is used an what it is used for. Corporate mindfulness takes something that has the capacity to be oppositional - Buddhism - and redefines it. Eventually, we forget that it ever had its own meaning.
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