ABSTRACT
This chapter lays out the ASCEND model for building a social mission that delivers business success alongside societal progress. It includes a case study showing how Andrex, the largest non-food brand in the UK, tackled the global sanitation crisis to drive social impact and commercial success. Not only was Andrex stockpiled at the beginning of the Covid pandemic, but its social mission has subsequently expanded from the UK to become a global mission (Toilets Change Lives) for its parent company, Kimberly-Clark.
