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Simon Mainwaring (born 1967) is an award-winning branding consultant, advertising creative director, and social media specialist and blogger. He is recognized for his thought leadership on the impact that social media is having on brands and consumers, and ultimately how the new dynamics between them will alter the accepted paradigms of marketing, advertising, and even capitalism itself. His experience and observations of the trends in social media and the impact of consumer power on brands led him to create the concept of We First capitalism. This is a new set of principles to guide corporations and consumers to reengineer free market capitalism to become a motor of positive global social transformation. He is the author of ''We First: How Brands and Consumers Use Social Media to Renew Capitalism and Build a Better World.'' == The Origin of “We First” Capitalism == We First capitalism stands among many proposals that have been created with the goal of reinventing or developing a new version of capitalism that avoids the problems of free market capitalism (such as its short-term profit orientation, tendency to produce a disparity of wealth, and its drive to neglect the environment and social justice in favor of profits). Over the past few years, numerous economists, corporate executives, and social thought leaders have proposed their own ideas for how to change capitalism. These ideas have included ethical capitalism, co-op capitalism (Noreena Hertz), conscious capitalism (Whole Food’s CEO, John Mackey), constructive capitalism (Umair Haque), and Philanthrocapitalism (Matthew Bishop, Michael Green, Bill Clinton, Bill Gates, Warren Buffett). In January 2008, Bill Gates gave a speech to the World Economic Forum in which he called on corporations throughout the world to participate in what he called creative capitalism. He spelled out a new logic for why corporations should accept greater responsibility for developing solutions to address the many crises that plague the world, especially in the Third World where poverty often precludes sufficient profit to merit corporate participation. Gates stated: :I'd like to ask everyone here—whether you're in business, government or the nonprofit world—to take on a project of creative capitalism in the coming year. It doesn't have to be a new project; you could take an existing project, and see where you might stretch the reach of market forces to help push things forward. When you award foreign aid, when you make charitable gifts, when you try to change the world—can you also find ways to put the power of market forces behind the effort to help the poor? Inspired by Gates’s challenge and intrigued by the new thinking around the need to reinvent capitalism, Mainwaring developed the concept of We First capitalism. Its premise is a twist on traditional free market capitalism by which corporations and consumers become partners in social transformation, using the everyday transactions of consumer commerce to generate contributions to causes. We First posits that corporations must re-conceive how they view their self-interest in a complex and connected world, and must seek to include purpose, sustainability, and values into their business practices. The main element of We First capitalism is “contributory consumption” by which a small percentage of every single transaction between brands and consumers (including B2B transactions) is reserved as a donation to a cause for the betterment of the world. Corporations can manage these donations themselves and contribute them to the causes they prefer, or they can pool them together with other companies in a new association that Mainwaring envisions, The Global Brand Initiative (GBI). The GBI is intended to act as a new model of corporate cooperation, in which corporations from around the world agree to work together using their scientific and technical expertise, leadership, intellectual property, bricks and mortar infrastructure, and distribution channels to help eradicate the problems of the world. We First goes beyond the common types of corporate social responsibility programs currently existing such as corporate foundation charitable donations and cause marketing campaigns that temporarily link consumer purchases to a cause donation. We First capitalism and contributory consumption are intended to become a permanent reengineering of free market capitalism. Given that consumers in the First World generate trillions of dollars in transactions, just a small portion of these (as little as 1% to 5%) would provide more financial resources than all the corporate contributions to causes being made today, which are estimated at only $14 billion according to The Center on Philanthropy at Indiana University.〔“Giving USA 2010: The Annual Report on Philanthropy for the year 2009,” published by GivingUSA Foundation, 2010, 13, http://www.givingusareports.org/products/GivingUSA_2010_ExecSummary_Print.pdf〕 Mainwaring estimates that contributory consumption could generate $50 to $100 billion each and every year—an amount that could finally begin to solve the vast problems in the world, including poverty, illiteracy, disease, malnutrition, infant mortality, and unemployment. We First capitalism seeks to maximize the potential of the private sector (including corporations and consumers) to assist governments that are burdened with historic debt and unable to handle these crises in the way that the world has come to expect of them to act as the “first pillar” of social relief and change. The We First contributions from consumer transaction would also do more than supplement the increasingly scarce resources of the world’s millions of philanthropies that have become the second pillar of social change. Due to the global recession, philanthropies are losing the critical sources of their private funding, thus significantly reducing their ability to implement their relief programs in many areas of the globe. In the vision of We First capitalism, the private sector is the only resource left untapped that has the capacity to help solve the scale of problems in the world. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Simon Mainwaring」の詳細全文を読む スポンサード リンク
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