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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I recently had the chance to speak at the ‘Better by Design’ CEO Summit in New Zealand and got to spend some time with Leland Maschmeyer, Chobani first Chief Creative Officer.  We took a few minutes to discuss how the company is reengineering its culture, its leadership within the industry, and its role in society at-large […]

I recently had the chance to speak at the ‘Better by Design’ CEO Summit in New Zealand and got to spend some time with Leland Maschmeyer, Chobani first Chief Creative Officer.  We took a few minutes to discuss how the company is reengineering its culture, its leadership within the industry, and its role in society at-large …

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While millennials may remember a time when dial-up was so slow that sending an email was barely faster than dropping a letter at the post office, Generation Z grew up with high-speed internet and mobile technology. These young digital natives are entering the workforce, spending money, and influencing family purchasing patterns. In fact, in the …

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Recently, I had the opportunity to sit down with Andrew Patterson of NBR Radio Sunday Business — New Zealand’s leading business podcast — to discuss the ever-evolving sphere of the marketplace, rapidity of transparency and access due to technological advances, and the increasing importance for businesses to operate and embrace purpose to ensure their survival. Listen …

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Corporate purpose is becoming ever more commonplace as brands across industries are investing in social good marketing. Yet not all purpose-driven campaigns yield the desired results. While it’s encouraging that companies are heeding consumer demand for a better world, it’s important to avoid “purpose washing” that can quickly lead to consumer backlash. Last week the …

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In the last couple of decades consumer activism – fueled by the internet and social media – has put the spotlight on corporate human rights behavior and pressured companies to step up their purpose game. Look at Nike for example. In the late 90’s the company was fielding an onslaught of labor misconduct accusations; fast …

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Heineken is on a mission to “Brew a Better World” and its 2016 annual report shows how both profits and purpose are pouring from the beer manufacturer’s business. Running your company with socially and environmentally responsible principles is more than a feel-good idea, it’s a critical aspect of operating a successful business today. And many …

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