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

by Mike Hunter

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, with case studies from companies such as Walmart, Starbucks and Patagonia. 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.