The post-crisis international managerial literature exalts a model of sustainable capitalism that enhances economic, human, social and environmental resources jointly. In this literature, individual and organizational contribution to resources’ enhancement is described as a mean to a new form of realization of the self, which we call ‘contributive’. In the new culture of capitalism, contributive realization of the self takes shape - next to the individualized self-realization, typical of the old culture - implying a different theory for the process of subjectivation.
Keywords: Self-realization, subjectivation, capitalism, sustainability.