Professor Myriam Sidibe, one of Africa’s leading campaigners for ethical business, is back on the TED Global stage with a powerful message: African companies must stop chasing profits alone and start blending business with people-driven programmes that solve real problems on the continent.
In her new TED Talk titled Sex, Soap and Alcohol, Professor Sidibe challenged corporations to rethink how they operate. She said that instead of pulling back on issues like diversity, inclusion, and climate action, brands should lead the way in tackling Africa’s toughest social challenges.
“Everyone talks about building a better world,” she said. “But without a business model designed to get us there, it is just wishful thinking.”
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Professor Sidibe highlighted the harsh realities women and girls face in Africa. Every year, over 8 million women undergo unsafe abortions, 210,000 die from pregnancy-related causes, and millions go untreated for common infections. Africa also has the highest rates of cervical cancer and remains the epicentre of new HIV infections among women and girls.
To respond to this, her organisation Brands on a Mission launched programmes that bring governments and companies together to support sexual and reproductive health. They even created Fatima, an AI-generated animated character on YouTube, who shares stories of young women and the issues they face, from lack of contraception to mental health challenges.
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She reminded the audience of a global handwashing campaign she helped drive, where governments, NGOs, retailers, and soap companies worked together. The campaign saved lives by promoting simple handwashing, reached a billion people, and turned Lifebuoy into a billion-dollar brand.
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She also pointed to South Africa, where one in three women experiences gender-based violence. Beer brand Carling Black Label launched the #NoExcuse campaign, running workshops in townships to redefine manhood and encourage men to stand against abuse. The result was a 40 percent rise in men speaking out against gender-based violence, alongside stronger consumer support for the brand.
Professor Sidibe, who now serves as Chief Mission Officer at Brands on a Mission, believes that when businesses support social change, they win twice – society improves, and brands earn long-term loyalty.
“Brands can become powerful forces for dignity and change,” she said. “The lesson is simple. Do it together, do it with purpose, and create value for both business and society.”
