Simon Mainwaring is the founder and CEO of We First, a strategic consultancy that accelerates growth and impact for purpose-driven brands. He is a member of the Advisory Council of Conscious Capitalism LA, the Advisory Board of Sustainable Brands, The Forbes Business Council, and a Fellow of the Royal Society of Arts in London.
In this episode Simon sits down with Barbara and Americus to discuss how in the year 2020 amongst the Coronavirus pandemic, issues with climate change, and the Black Lives Matter movement, that not only are brands having to make the decision of whether or not they want to lead with their purpose message outright, but also in what order. Younger generations such as Millenials and Gen Z's are acutely aware of the issues we face today and how these challenges could impact our future. As a result folks in these demographics want to buy from companies that align with their values and are building a better future.
One example Simon uses of a company staying true to their own unique and authentic purpose is Airbnb and how their main message is to create a world where anyone can belong. This has led to them giving free accommodations to Syrian refugees and bush fire victims in Australia. And once COVID came along the company was in a position where along with their hosts, they could offer accommodations all over the world to people who had been displaced, and healthcare practitioners who were temporarily re-located to help aid on the front lines.
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