Driven by the current political climate, and in direct protest to the views of President Trump woman across the US and around the world planned and executed a united, peaceful political protest on January 21, 2017. And it isn’t over. Despite some journalist’s assertion that this was a ‘one off’ phenomenon, the Women’s March is just getting down to business.

The story of the Hawaiian grandmother who sparked the movement is now infamous, as are the incredible women that lead the march. From Palestinian-American activist Linda Sarsour, who was notedly flanked by Rabbi Sharon Brous during the speeches, to activist powerhouses Tamika Mallory and Carmen Perez the march was driven by a shared passion for justice, equality, human rights and love.

While passion and hope may have driven these these women together, it was their leadership, management and business skills that lead to one of, if not the largest political protest in US history.

Despite the anti-corporate feel to many of the speeches corporate sponsorship, products and brands played a part. From pussyhats (pink wool) to the placards (paper and pens) and even the news outlets that covered the event, corporate America was present and supportive.  The sponsors listed on the Women’s March website include powerful not-for-profit brands like Planned Parenthood and the Natural Resources Defence Council, and though for profits aren’t formally recognized, many chose to put their own stake in the ground that day, and likely provided in-kind donations.

Perhaps Patagonia helped the co-chairs stay warm through a jacket donation, or maybe the three leaders identified with Patagonia’s corporate activism and chose the jackets themselves.  InStyle uncovered several fashion brands including Burton and Elizabeth and James donating proceeds or resources to the Women’s March cause, and celebrity speakers including Madonna, Scarlett Johansson and America Ferreira are brands in their own right. Now we as consumers know exactly where they stand.

Benefit Corporations like Patagonia are legally bound to meet rigorous standards of social and environmental accountability and transparency. Benefit brands were extremely active on January 21 promoting the Women’s March on social media. In fact they are often at the front lines of cause communication given their vast network of employees and customers with shared values and beliefs.

Becoming a Benefit Corporation now, more than ever, is a critical way to differentiate your businesses purpose, inspire future leadership and help your customers make choices that will make a positive difference.

Brand for Benefit is committed to helping companies discover, certify and share their greater mission as a path to growth. Our goal is to shift business from margin to mission with better results. Our aspiration quite simply is to help businesses do good business better.

CEO Carolyn Ansley is an award winning marketer, entrepreneur and mother who believes using business for good is good business.

Keep the movement going. Join, donate or volunteer at https://www.womensmarch.com/ and become part of the solution.