--- description: Today, major corporations use social justice as branding. The idea originated from their antithesis: small businesses in the sixties title: The First 'Mission-Driven' Companies image: https://static.time.com/v3/assets/bltea6093859af6183b/bltc579c2648517b3aa/6988d75a97cdff02306b1c48/book-in-brief-the-first-mission-driven-companies.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Ideas](/section/ideas/) ## Ideas Update your preferences in [Account Settings](/account/preferences/) Close * [Books](/tag/books/) ## Books Update your preferences in [Account Settings](/account/preferences/) Close # The First 'Mission-Driven' Companies by [Sarah Begley](/author/sarah-begley/) ## Sarah Begley Update your preferences in [Account Settings](/account/preferences/) Close Jul 27, 2017 10:20 AM CUT  by [Sarah Begley](/author/sarah-begley/) ## Sarah Begley Update your preferences in [Account Settings](/account/preferences/) Close Jul 27, 2017 10:20 AM CUT These days, it’s common for major public companies to market themselves using words like sustainability and [mission-driven](http://time.com/4277505/why-more-companies-are-coming-out-of-the-political-closet/ "undefined"). But University of Baltimore history professor Joshua Clark Davis argues this kind of branding derives from big corporations’ antithesis: small businesses, especially those born during the social-justice movements of the 1960s. In his new book, [_From Head Shops to Whole Foods_](https://www.amazon.com/dp/0231171587/?tag=timecom-20 "undefined"), Davis profiles several of these entrepreneurial ventures, such as the black-owned Drum and Spear Bookstore and the feminist Diana Press, and explains how they pioneered what he calls “activist entrepreneurship” by selling progressive products, using storefronts as political spaces, sharing ownership, limiting growth and de-prioritizing profit. Although many of these businesses have since closed, their language legacy lives on, albeit in ways that would likely make their founders cringe. ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/4876069/head-shops-whole-foods-book/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4876069/head-shops-whole-foods-book/"},"headline":"The First 'Mission-Driven' Companies","datePublished":"2017-07-27T10:20:38.000Z","dateModified":"2026-02-23T16:45:08.605Z","description":"Today, corporations use social justice as branding. The idea came from their antithesis","url":"https://time.com/4876069/head-shops-whole-foods-book/","keywords":["Books"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltc579c2648517b3aa/6988d75a97cdff02306b1c48/book-in-brief-the-first-mission-driven-companies.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Sarah Begley","jobTitle":null,"url":"https://time.com/author/sarah-begley/"}],"articleSection":"Ideas","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltc579c2648517b3aa/6988d75a97cdff02306b1c48/book-in-brief-the-first-mission-driven-companies.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"book-in-brief-The-first-mission-driven-companies","caption":"book-in-brief-The-first-mission-driven-companies","creditText":"","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/ideas/","name":"Ideas"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/books/","name":"Books"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4876069/head-shops-whole-foods-book/","name":"The First 'Mission-Driven' Companies"}}]}] ```