“Doing Good” As A Profitable Business Driver

December 17, 2015 Comments

Peter Hinssen interviews Simon Mainwaring Peter Hinssen: Peter Drucker once said “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest …

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Sustainable Brands Istanbul: What brands must do to ensure their sustainability initiatives succeed

May 20, 2013 Comments

Last week I had the privilege of speaking at Sustainable Brands Istanbul, and I wanted to share some of the insights from the event. We heard several fascinating presentations from speakers such as Marc Mathieu at Unilever (lower image) and …

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Why We Need a Global Brand Initiative

May 14, 2013 Comments

Last month, the United Nations marked 1000 days until the 2015 deadline of the “Millennium Development Goals,” a program started in 2000 with the goal of eliminating the worst impacts of human poverty within 15 years. This countdown was, in …

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Why Business Must Become a Third Pillar of Social Change

May 9, 2013 Comments

In 2008 Bill Gates told the World Economic Forum that governments and philanthropies could no longer meet the needs of the world’s problems. He called on companies to accept greater responsibility to develop solutions to the massive problems that endlessly …

Posted in Capitalism, CSR, Globalization, Government, Non-profits, Philanthropy, Purpose | Leave a comment


Be Remedy: Your chance to change the lives of so many through so little

April 2, 2013 Comments

Be Remedy is an inspiring demonstration of the ability of social media to empower people to be the change they want to create in the world. The concept launched by Blake Canterbury in Atlanta two years ago is as simple …

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How corporate purpose turns Millennials into brand ambassadors

January 29, 2013 Comments

TBWA recently released a fantastic global research report called “The Future of Social Activism” that provides potent insights into the opportunities available to brands that want to drive engagement and loyalty with Millennials. Millennials have always been a darling of …

Posted in Advertising, Brands, Capitalism, Consumers, Purpose, Social, Thinking, We First | Tagged , , | 7 Comments


Using social media, data and rewards to inspire customers to do good

January 11, 2013 Comments Off on Using social media, data and rewards to inspire customers to do goodComments Off on Using social media, data and rewards to inspire customers to do good

This week I came across a great new app that elegantly combines the seemingly competing drives of self-interest and social good. In essence Oreoco allows individuals to align their lives with their personal values, and then track them to compete …

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#GivingTuesday: A day when companies must lead by example

November 27, 2012 Comments

#GivingTuesday is more than just a day for individuals to give thanks and ask others to do the same. It’s a time for companies to step up and really put their shoulders behind their core values and the communities on …

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About Simon Mainwaring

Simon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and better our world.