What does We First mean?

We First is the belief that we must look after others as well as we care for ourselves. It stands in contrast to the Me First thinking that allowed business to serve the interests of too few, to damage our planet, and to risk the well-being of future generations. It is a mindset for how we live our lives, how we do business, and how we overcome the challenges our world faces and create a better future for all.

What is a We First brand?

We First brands recognize that business must play a greater role in building a better world. They acknowledge that their success is now determined by three new factors:

  • 1 Compounding global social crises
  • 2 Fast-changing social technologies
  • 3 Rising consumer activism

As a result, We First brands lead with their social purpose, focus on improving the lives of their customers, and collaborate with their community to scale their business and social impact.

What is We First's mission?

We First is a way of looking at the world. It asserts that we now live in an intimately connected, mutually dependent, global community. It recognizes that Me First thinking hurts business, people we care about, and the planet.

It embraces the seismic impact of digital, social and mobile technologies that is transforming our professional and personal lives. It accepts the challenge of millions of consumers who now want brands to be a force for social change in return for their loyalty, goodwill and purchases. It believes that this unprecedented collision of global needs and personal wants, of human emotion and social technology, of powerful brands and connected consumers has the potential to transform our world. By working with companies at the intersection of corporate purpose and social storytelling we can fulfill our highest business goals and co-author the stories that build a better world.

Download Manifesto


We First partners with companies to position their brands to lead business, shape culture and better our world.

To achieve this we provide transformative strategy, content, and training that allows companies to transcend their product, service, or industry to lead cultural conversations, behavior, and movements that improve life for all.

  • Brand Strategy

  • Brand Promise Definition
  • Brand Manifesto, Values, Vision
  • Corporate and Product Story Integration
  • Brand Story Framing
  • Internal Brand Storytelling
  • Sustainability Storytelling
  • Philanthropy and Foundation Storytelling
  • Cause Marketing Storytelling and Activation
  • B2B Brand Storytelling
  • CSR, Sustainability, and Foundation Story Integration
  • Customer Community Architecture and Engagement
  • Social Impact Program Design
  • Social Media Channel Strategy and Ideation
  • Brand Content

  • Company Brand Manifesto Films
  • Product Brand Manifesto Films
  • Brand Purpose Content
  • Internal Branding Content
  • Website Design
  • Multi-channel Brand Story Content
  • Channel-Specific Social Media Content
  • Brand Training

  • Keynote Speaking
  • Corporate Workshops for leadership, marketing,
  • Brand Leadership Summit


We First is a team of passionate branding experts, tech geeks, and social change agents deeply committed to realizing the potential of business to build a better world.

Our diverse backgrounds include working at many of the worlds top advertising agencies in the US, UK and Aisa (Wieden & Kennedy, Saatchi & Saatchi, Goodby Silverstein, TBWA/Chiat/Day, DDB, Ogilvy, Leagas Delaney); expertise across multiple industries (advertising, fashion, entertainment); and top honors at international award shows (Cannes, D&AD, Clios, One Show, Kelly Awards).

Our thought leadership includes the New York Times bestseller, We First (voted Best Marketing Book of the Year by strategy+business); contributions to Forbes, Fast Company, Mashable, The Guardian, GOOD; and keynotes around the globe for the world’s leading brands and conferences (Google, Coca-Cola, General Motors, Samsung, Gucci, VW Group, NHL, and Patagonia, as well as Cannes International Advertising Festival, Royal Society of Arts, SXSW, TEDxSF, Promaxbda, Conscious Capitalism, Sustainable Brands, National Speakers Association, and National Press Club).

Our combined skills ensure we bring a unique blend of expertise in social storytelling, social technologies and social impact to bear on building your reputation, business, community and social impact.


Each year We First hosts its Brand Leadership Summit. Our '1 for 1' program means every registration comes with a free ticket for non-profit or Foundation. In 2012, 40 non-profits and Foundations attended the 2-day training event at no cost and in 2013 that number rose to 43 non-profits and Foundations.

The purpose of this program is to give every attendee a direct experience in contribution to non-profit organizations doing important work to better the lives of others. Here are some of the inspiring non-profits and Foundations that the We First community supports: