For Myriam Sidibe – a public health expert with experience leading on social mission at Unilever, and author of a new book, 'Brands on a Mission' – current crises underscore the need for organisations to get to grips with their purpose.“Brands and companies that have a history of having tackled these core social issues are coming out of [these times] extremely well. And the rest are falling fast, and far from everyone else,” she says. “It takes years of commitment to be a brand on a mission, so if there is a time when they should reset their business model: it is now.”Edited by Caroline Hailstone. Music by A A Alto.Love podcasts? Don't miss out on ours! Catch up on all our podcasts and subscribe free on Apple Podcasts, Spotify or Soundcloud.