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A social media expert with global experience with many of the world’s biggest brands —including Nike, Toyota and Motorola—Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice capitalism in a way that satisfies the need for both profit and a healthy, sustainable planet. Mainwaring provides case studies from companies such as P&G, Walmart, Starbucks, Pepsi, Coca-Cola, Toyota, Nike, Whole Foods, Patagonia, and Nestlé as well as a bold plan for how corporations need to rethink their strategies.
A prolific blogger and social media consultant uses his online expertise to provide a framework for how businesses, consumers and social media can combine to make a better world.
Mainwaring is adamant that business as usual cannot be sustained in this era of corporate greed and a warming planet. The author's vision for a "We First" society, named after the social media consultancy company he founded, would have businesses take greater steps toward sustainability and social responsibility. In an age of growing interconnectivity, consumers, he writes, are vocal about wanting their purchases to promote social good. Corporations, whether altruistically or otherwise, have caught on and geared their brands to promote these values in order to maintain their consumer base. As a result, the private sector has begun to shift away from self-focused policies to those that include volunteerism, donations and sustainable manufacturing, building community and profits. But when contrasting the $20 billion in corporate donations to the trillions made in profits, plainly a great deal more can and needs to be done. The author offers clearly written and well-informed solutions, and end-of-chapter synopses and an appended reference guide flesh out his vision.
A must-read for those who want to understand and engage the power and potential of social media to promote a healthier, more equitable world.
Acknowledgments v
Prologue 1
1 Transforming the engine of capitalism 7
2 Redefining self-interest from me first to we first 23
3 The future of profit is purpose 43
4 Creating sustainable capitalism in five ways 61
5 Instilling we first values into capitalism 77
6 Why the world needs a responsible private sector 91
7 How brands build their business and a better world 115
8 How consumers build responsible brands and a better world 149
9 How contributory consumption creates sustainable social change 183
10 The global brand initiative, the future of the private sector 211
Epilogue 231
Resources 233
Reference Guide 234
Notes 236
Index 245
justinnipper
Posted September 20, 2011
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Simon definitely knows his economics. It's great to know that someone is out there trying to educate us as consumers about the power of our purchasing. Even leaders in the free market can make a difference by having a profit with a purpose, and not profit for profit's sake.
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Posted December 18, 2011
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Overview
A social media expert with global experience with many of the world’s biggest brands —including Nike, Toyota and Motorola—Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice ...