“It pays to be good,” Myriam Sidibe, author of the book “Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose,” said in a conversation with the Santiago Center’s Director Karen Poniachik and the Chief Marketing Officer at Banco BCI, Eduardo Pooley.
“I call brands that stand up, ‘brands on a mission.’ Brands that do this, will do well in this pandemic, and those that don’t will fall fast,” she said during the webinar “Business Growth Through Purpose,” sponsored by the Santiago Center and business NGO Fundación Generación Empresarial. “I believe that all brands need to get on a mission or be left behind.”
Sidibe is the Social Mission Manager at Unilever, where she formed the movement to change the handwashing behaviors of one billion people – considered the single largest behavior campaign in the world. She was one of the brains behind the Global Handwashing Day, recognized by the U.N. and now celebrated in over 100 countries.
In making the case for achieving change through the power of business, she pointed to a number of examples, including ice cream maker Ben & Jerry’s, beauty products manufacturer Dove, and investment firm BlackRock.