Purpose

August 6, 2012 by Simon Mainwaring

Goldman Sachs is making an unusual loan of $9.6 million to keep young men out of New York City jail. And while, yes, they can make millions out of the deal, there are good intentions behind it. It’s all part of the introduction of a Social Impact Bond, invented in the UK and now launched […]

July 31, 2012 by Simon Mainwaring

I had a special moment in London last week that I wanted to share. Five years ago when I started writing We First, I had no idea what I was doing or if it would amount to anything. When it came to writing the Epilogue, I went up to a friend’s house and locked myself …

July 23, 2012 by Simon Mainwaring

McDonald’s Canada recently used social media to provide answers to very tough questions from their customers. They did this in two ways, both of which are instructive of how a brand becomes more open, transparent and accountable. Firstly, they set up a website through which they will answer all customer questions. Not by an auto-response …

July 18, 2012 by Simon Mainwaring

A powerful intersection of messaging and meaning is transforming the marketing landscape. As consumers demand greater social responsibility, transparency and accountability from brands, brands are making increasingly earnest efforts to be more meaningful to their customers lives on the basis of the good they do. But this is not without its perils. Commanding consumer attention …

July 10, 2012 by Simon Mainwaring

Branding for Good were kind enough to ask me a few questions about how you build a sustainable economy and business at the Sustainable Brands Conference in San Diego. I touch on the larger vision for how we can engage the entire private sector in scaling social change, the role we must play with our own businesses, and …