Consumers don’t just want to consume, they want to consume in a way that makes positive change possible. This, and so much more, is part of Simon Mainwaring’s findings and ideas that challenge the way we look at brands and consumer behavior and social media in his recently released We First.
This book lays out why and how consumers are choosing to do business with companies who value transparency, authenticity and accountability (see more in this Fast Company article that includes excerpts of the book).
I’ve met Simon, and his approach to the issue – and passion – are inspiring. But he is more than a dynamic speaker with a great product and a good personality…he has the careful research and data to show that what he is talking about is more than a hunch. It’s a trend that companies need to take a long, hard look at as they develop their plans for the future.
What most impresses me about Simon and We First is that he isn’t content to just describe consumer behaviors that reward companies who support social good and positive global change. Simon’s thesis goes even deeper. He proposes that consumers will “punish” those companies that don’t take a positive approach to global problems. In an era of social media, we all know that a consumer’s power is more than just his/her pocketbook, it is the ability to impact the band reputation and public dialogue that surrounds a name.
It is exciting to be living in an era where a “We First” approach is part of the equation for the bottom-line. And if some people haven’t realized it yet, they need to read what Mainwaring has to teach us.
P.S. In full transparency, Simon also points to and supports campaigns like Girl Up that allow corporations to partner with a consumer to make positive global change happen. While there are strong professional reasons for me to be excited about this (given my obvious support for Girl Up through my work at the United Nations Foundation), I want friends in my professional and personal network to read We First for a simple reason: It’s smart.