Purpose At Work: How Australia’s Cotton:On Drives Growth Through A Purposeful Culture And Storytelling

As CEO, Peter Johnson has been integral in the growth of The Cotton:On Group (COG), Australia’s largest global retailer, which specializes in affordable fashion clothing, planet-conscious sportswear, quirky stationery, decorative arts, and some housewares. …


Purpose At Work: How Climate Neutral Certification Helps Companies Dramatically Reduce Carbon Emissions

Climate Neutral is an independent nonprofit committed to assisting as many businesses as possible meet the increasing urgency of the climate emergency. …


Purpose At Work: How Thrive Market Helps Customers, Communities, & the Planet Thrive

A near 30-year veteran of the natural products industry, e-retailer Thrive Market’s chief merchandising officer Jeremiah McElwee has deep experience in all stages of the business and supply chain, “from seed to shelf,” he shared with We First.

A Lead With We exemplar Thrive Market, today the largest retailer of…


“We meet this year in a moment intermingled with great pain and extraordinary possibility.”

“I stand here today for the first time in 20 years with the United States not at war,” President Joe Biden told world leaders in his first speech to the United Nations General Assembly on September…


Purpose At Work: Paul Hawken’s ‘Regeneration’ Reveals A Critical Roadmap To End The Climate Crisis

Environmentalist Paul Hawken can’t help finding himself mired in the same paradox that many activists and scholars have wound up in over the past few decades. He is positive about a new generation of stewards — and aware of how many leaders hold leverage and have failed to act. …


Purpose At Work: How Sk*p Beauty Is Challenging The Beauty Industry Even if It’s Inconvenient

In order to understand the genesis of the startup Sk*p, you have to start with its elder half-sibling, Farmacy Beauty.

And that starts, not in a boardroom, but out in the wild. Mark Veeder, co-founder of the three-month-old Sk*p brand of personal care products, has the rare distinction of having…


Purpose At Work: How Today, I’m Brave Rallies Media Companies To Support BIPOC Youth

No one brand or organization can solve the world’s problems on its own. When collaborators gather around a common purpose, great impact can prevail. Similarly, by presenting opportunities for other organizations to do something meaningful, you can establish a role for yourself as a leader. An excellent example of an…


Purpose At Work: How Ibex Outdoor Clothing Activates its Purpose from “Sheep to Shelf”

Ibex Outdoor Clothing is striving to make its environmental footprint as soft as the Merino sheep from which it derives its 100 percent high-performance men’s and women’s wool activewear. Because, second only to oil, the apparel industry accounts for some 10 percent of global carbon emissions.

“Even though we contribute…


Purpose At Work: Lessons From Dove On Joining Cultural Conversation Around Black Lives Matter

Purpose is now a social currency that consumers expect from the brands they buy from. In fact, Unilever found that within its portfolio, 28 Sustainable Living Brands with actionable commitments to social and environmental causes scaled 69% faster than brands without a stated purpose in 2018. Those purpose-driven brands were…


Purpose At Work: Freight Farms, a Boston Startup Growing Global Solutions to Food Insecurity & Injustice

In 2010, entrepreneurs Brad McNamara and Jon Friedman planted the seeds intended to boost “urban agriculture” to become a more viable and competitive alternative in the food industry. They put ‘We’ First, focusing on rooftop hydroponic greenhouses. …

Simon Mainwaring

CEO We First Inc, author NYT's bestseller We First, strategic corporate consultant and trainer, father, Australian, optimist.

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