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How to build companies, cultures and communities of purpose.

Why and How to Become a B Corp

The world is facing numerous catastrophes: from climate change, to biodiversity loss, to poverty, to public health issues, the list goes on. While this has a significant impact on social and environmental systems, it also impacts the business environment. With widespread access to the internet and social media, today’s consumers are increasingly savvy about how [...]

Purpose In Action: Why Brands Are Asking You To Vote

The CEO of Levi’s, Chip Bergh, told the New York Times that, “For democracy to work, people have to vote…the greatest threat to democracy is apathy.” And in this midterm election, seemingly more so than any other in recent years, once apathetic brands are demonstrating that they stand for something higher than themselves by encouraging their workers and [...]

How MOD Pizza’s Culture Drives Growth and Impact

Corporate culture sets the groundwork for how your team interacts with each other and your customers. It’s the secret sauce that brings together cohesion, community and motivation. In a recent Deloitte study, over 80 percent of CEOs and HR managers surveyed believe that “culture is a potential competitive advantage.” In other words, cultivating a thriving [...]

Business Building Lessons From The Largest B Corp In The World

As consumers demand products with purpose, conscious companies must seek ways to elevate their impact on the world. Registering as a B Corporation is an excellent way to institutionalize your brand’s social good. Different from traditional corporations such as LLCs or S Corps, B Corps report on both financial and social metrics. Besides filing with [...]

A Case Study In Driving Growth Through Activism

The internet has been livid with both praise and scorn over Nike’s recent Colin Kaepernick ad. Adversaries are literally burning their shoes, cutting their socks and throwing away Nike apparel; whereas, advocates are praising the athletics brand for making a social statement. The advertisement, which celebrates the 30th anniversary of the “Just Do It!” [...]

Lessons From Veggie Grill On How To Launch and Scale New Markets

.The fast food Industry has been dominated for decades by legacy brands like McDonalds, KFC and Taco Bell. Yet Veggie Grill is now changing the game of fast food. The expanding fast-casual food chain serves strictly plant-based meals in the California, Washington, Oregon, Illinois and Massachusetts, and is opening the way for consumers looking for [...]

Sixty South: How to Turn Sustainability into Business Growth

Today’s consumers are increasingly concerned about the impact their purchasing decisions have on the planet. People want to know how products they buy affect social and environmental ecosystems, and are paying more money for and attention to healthy foods and consumer goods. As a result, brands that build supply chains, products and messaging around social [...]

How Swarovski Leads With Branded Content and Partnerships

Content is king in today’s digital world. Companies are competing not only for consumer purchases but also for media views. With the over saturation of promotional content, advertisements can go in one ear and out the other. Therefore, it’s crucial to develop memorable material that people want to watch. An excellent way to create “sticky” [...]

"The future of profit is purpose."
"Brands must share a simple, consistent and scalable story."
"Be the chief celebrant, not celebrity, of your customer community."
"Social technology is teaching us to be human again."
"People rise to the conversation you grow around them."
"Transcend your product, service or category to shape culture."
"The evolution of revolution is contribution."
"Be a mission with a company, not a company with a mission."
"Brands must lead with their legacy."
"The best hope for business is the business of hope."

—

Simon Mainwaring
Founder, We First

Why and How to Become a B Corp

Purpose In Action: Why Brands Are Asking You To Vote

How MOD Pizza’s Culture Drives Growth and Impact

Why and How Business Must Tackle Climate Change Now

Business Building Lessons From The Largest B Corp In The World

A Case Study In Driving Growth Through Activism

Lessons From Veggie Grill On How To Launch and Scale New Markets

Sixty South: How to Turn Sustainability into Business Growth

How Swarovski Leads With Branded Content and Partnerships

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