August 10, 2020 The Corporate Social Responsibility Newswire

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We First: How Brands and Consumers Use Social Media to Build a Better World

Author: Simon Mainwaring

Purchase: Buy


With capitalism hobbled today by greed and unsustainability, is it possible to reshape it to serve the greater good? In WE FIRST (June 7, 2011; Palgrave Macmillan), author Simon Mainwaring explains how it's already happening as social media empowers us to put market forces to work for a new form of altruistic capitalism. A brand marketing expert, Mainwaring offers a blueprint for a self-sustaining, more contributory We First economy that we all can play a role in creating whether we're consumers, business executives, or investors.

The rise of social media means consumers now have unprecedented power to steer brands toward serving the world at large. Companies are beginning to balance their necessary self-interest in profit with doing good. Typical consumer transactions are being transformed into "contributory consumption," in which every purchase generates a contribution to help address global problems. Selling, buying and contributing are becoming fundamentally intertwined into one process, transforming the fundamental nature of commerce into an engine for global progress. This represents a fundamental shift in capitalism's purpose and a systemic shift that integrates contribution within consumption. Retail becomes "Wetail." And profit becomes purpose.

Examining both economic failures and solutions, Mainwaring takes us from the unsustainable economies of Easter Island and Haiti, to the very latest innovations of smart cash registers, smartphone apps, mobile shopping experiences and online games that contribute millions of dollars to social causes. He also shows how We First principles are being embraced today by small companies like Dancing Deer Baking Company and Guayaki Yerba Mate and Fortune 500 companies like Pepsi, Unilever, Patagonia, Procter & Gamble and Wal-Mart.

Simon Mainwaring is the founder and CEO of WeFirst, a branding firm specializing in the integration of profit and purpose, and is a prominent blogger and international speaker. An award-winning former Nike creative at Wieden & Kennedy and worldwide creative director for Motorola at Ogilvy, he is a member of the AdAge Power 150, the GMI Digital Advisory Board, TED, and serves on the Advisory Board of the Center for Public Diplomacy at the Annenberg School of Communications at the University of Southern California. See more at and

View CSRwire commentary about We First here.


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