To sustain good performance and image, organisations need to focus on employees, customers, society and the environment. The study aimed to investigate how organisations that are “Conscious” about their customers and employees tend to adopt sustainable practices, inspire employees to be innovative, adopt ethical behaviour, increase job satisfaction and happiness index ultimately driving profit and business. Therefore, adopting a “Conscious” approach is crucial for business success. A quantitative methodology was used to conduct a comprehensive study on “consciousness” and its impact on employee job satisfaction, happiness, innovative behaviour and ethical behaviour. The study was done in the cement industry. Green HRM is used as measure for “consciousness”.