Simon Mainwaring

We First provides consulting and training to help companies tell the story of their good work in ways that build their business

Purpose

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Brands that position themselves as purpose-driven activists dedicated to using profits to further their mission carve out a competitive advantage amongst today’s conscious consumers. Lyft is an excellent example of a company distinguishing itself by building a brand around values as well as quality. The rideshare company is the second largest in the sector, controlling […]

Brands that position themselves as purpose-driven activists dedicated to using profits to further their mission carve out a competitive advantage amongst today’s conscious consumers. Lyft is an excellent example of a company distinguishing itself by building a brand around values as well as quality. The rideshare company is the second largest in the sector, controlling …

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I spoke with entrepreneur, consultant, speaker, and personal growth guru Greg Voisen on his podcast Inside Personal Growth to talk about how a major life event led me to break free from an unfulfilling career cycle to find and pursue my own personal purpose. The wake-up call that I received inspired not only this purpose …

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  The world’s largest food chain has been facing internal challenges when it comes to corporate purpose. While McDonald’s has taken concerted efforts over the last several years to address sustainability issues like packaging, climate resiliency, and emissions reductions targets, it’s in hot water in regards to social responsibility. McDonald’s workers recently held a strike …

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Neoclassical economist Milton Friedman would argue that to maximize profit, companies should strive to get the cheapest labor required to manufacture a market-ready product. Indeed, many corporations outsource work to sweatshops in developing countries where labor is cheap and laws are lenient. In practice, however, strong teams build strong businesses. Recent research from Deloitte show …

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Brands that demonstrate how they are building a better world speak to growing consumer demand for companies that not only offer excellent products and services, but also actively improve society. As a result, these contributions are becoming ever more intertwined with business success. To engage consumers around larger cultural issues, brands must align with current …

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  Consumers continuously show their support for companies using business to build a better world and, advertising is following suit by sharing the stories behind branded social impact. Not only is meaningful storytelling essential to an emotional connection with conscious consumers, it is also essential to amplifying brand awareness, building consumer goodwill, and scaling your …

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