In our eternal quest for our ‘why’, have we lost our ‘who’?

[THREAD]

We’re all now familiar with Simon Sinek’s encouragement for us to consider our ‘why’ and start there when building our businesses.

But are we now seeing another seismic shift in consumer behaviour? Instead of starting with ‘why’, should we actually start with ‘who’?

. @Zebras_Unite believe that “The most urgent human rights project of our time is reimagining business.”

But there will always be those who question whether it is a business responsibility to solve world problems... https://medium.com/zebras-unite/pivot-to-people-its-time-to-build-the-new-economy-75a624eaf38a

We believe that businesses play a pivotal role in shaping the future of society for two reasons:

1. They have the capacity to cause untold harm (which is already happening)

2. People will demand it from them (which they are doing already)

And consumers are catching on...

"Every time you spend money, you’re casting a vote for the kind of world you want" - @annalappe

In the same way that brands in the 90s and early 00s recognised the power of ‘cool’ to push their products... as
@afdhelaziz points out in his new book of the same title… ‘Good is the new cool’. https://www.amazon.co.uk/Afdhel-Aziz/e/B001JX9MNI/ref=dp_byline_cont_pop_book_1

Is it true?

A Swedish schoolgirl environmental activist with Asperger’s has over 10 million Instagram followers, more than most pop stars could even dream of.

@GretaThunberg

So where are the examples of brands who are less focused on themselves (why) and more focused on WHO they are impacting?

We've found a few and put them here...

https://www.macandmoore.com/all-blogs/start-with-who-not-why