What is Brands on a Mission?
Changing the world, one brand and one public health issue at a time. That’s the bold vision behind Brands on a Mission. This unique initiative helps brands and organisations accelerate their impact in global health and well-being. Since its inception in 2021, it has been working with a select group of partners worldwide, focusing on creating meaningful change by embedding purpose deeply into business strategies. It’s not just about growth or profit—it’s about making a real difference in society and the future of the planet.
Main Benefits and Key Figures
Brands on a Mission isn’t just talk. The impact speaks volumes:
- 0 million lives impacted
- 0 million USD invested towards achieving the Sustainable Development Goals (SDGs)
- 0 health and well-being issues addressed
- 0 SDGs covered
These numbers highlight the scale and ambition of the project, showing how purpose-driven business can translate into measurable social impact and growth opportunities.
The Shift in Brand Purpose
The days of getting big and rich, then giving back as a way to fix the damage? Those days are over. Emmanuel Faber, former CEO of Danone and current Chair of the International Sustainability Standards Board, nails it: brands will only succeed if they’re on a mission that serves the people’s power. Purpose isn’t some trendy add-on; it’s deeply embedded in the human condition. Yet, many brands and organisations still miss the mark by not taking a truly human-centered approach to purpose. That’s where Brands on a Mission steps in, bridging that gap.
Origins and Inspiration
Myriam Sidibe’s journey is a powerful example of how purpose can drive change. With 15 years at Unilever, she led the Lifebuoy handwashing campaign, which changed the behaviour of one billion people—the largest hygiene behaviour change programme ever. This experience planted the seeds for Brands on a Mission. What started as a business book during a Senior Fellowship at Harvard Kennedy School has grown into a dynamic company led by an African woman founder, with a team spanning four continents. It’s a story of passion, purpose, and exponential growth.
Global Reach and Recognition
Brands on a Mission quickly gained recognition for its innovative approach. It became the youngest company selected for Stanford Seed’s Transformation programme and one of the youngest B Corps certified in Africa. By transforming business and operational models for both local and global partners, it’s been improving lives in vulnerable communities worldwide. The project’s growth is a testament to the power of combining business opportunity with social impact.
SDGs Linked to Brands on a Mission
- Good Health and Well-being (SDG 3)
- Quality Education (SDG 4)
- Gender Equality (SDG 5)
- Clean Water and Sanitation (SDG 6)
- Decent Work and Economic Growth (SDG 8)
- Reduced Inequalities (SDG 10)
- Partnerships for the Goals (SDG 17)
Looking Ahead: The Future of Purpose-Driven Business
Purpose is about passion—for people and the planet. Brands on a Mission is just getting started, with a clear focus on expanding its global influence and creating more stories of impact. By partnering with leading brands, agencies, academics, and thought leaders, it’s shaping a future where business growth and social good go hand in hand. The opportunity is huge, and the mission is clear: deploy purpose to change society for the better.
