Social Change Maker Profile: Richard Sauerman, The Brand Guy

Social Change Maker Profile: Richard Sauerman, The Brand Guy

B&T has partnered with UnLtd over the past few months to bring attention to some game-changing stars in the industry and their respective charity work, ahead of our Changing the Ratio conference (held on May 28). We’ve been profiling one of these inspirations per week – and now it’s time for another!

Last week we picked Cameron Swan‘s brain on charity projects and social issues, and this week’s profile is Richard Sauerman from The Brand Guy!

Day job: Branding and motivational speaking

First ever job: Graduate trainee at Saatchi & Saatchi, London

If I wasn’t doing my job, I’d be: Doing my job – I love what I do.

How I got where I am today: By sticking my neck out and putting my balls on the line.

Causes I care about: I believe that the most pressing “cause” in society today is the right for everyone to live their own life, not the life society and others expect them to live.

The change I’d like to see in the world and why it’s important: Everyone is as equal as anyone. I grew up in apartheid South Africa, where so-called black people were treated as inferior human beings.

Today I see this all around me, every day of my life, and it really pisses me off. So stop thinking you’re better than him or her or me, get off your pedestal, and start rubbing shoulders with the good, the bad, and the ugly.

How did you first get involved with UnLtd: They approached me to help out with some branding work.

The charity projects I’m currently working on: BackTrack.

Some social issues I’m passionate about are: Racism. Xenophobia. Bigotry. Sexism. Discrimination. Bullying.

Why I want to give back: No snowflake in an avalanche ever feels responsible, and yet every avalanche starts with just one snowflake.

I don’t just want to give back. I believe in the power of every individual (snowflake) to be an agent of transformation in the world.

To my mind, sitting on the sidelines watching and commentating on the game of life is just not an option. You have to get onto the court and be in action.

The best/most rewarding volunteering experience I’ve had: I was a board director of SchoolAid for a couple of years. SchoolAid showed primary school kids that the power of their actions does make a difference, by actively participating in our programs.

My greatest achievement: Raising three kids (successfully, I think).

The person/company I’d like to challenge to get involved & why: BackTrack is for any person or company who cares about the most marginalised kids in our community.

In the words of Bernie, the founder of backtrack, “They come to us with a tattoo on their forehead that says ‘No Fucking Good’. Our job is to scrub that tattoo off”.

My advice for someone just starting their career is: Don’t work for the money. It’s never enough.

If I could have one super power, that would be: I got it already – I am an idealist.

And the reason I try to always do good in the world is not because I believe in heaven and hell or karma or divine justice, but because it feels better not to be an asshole.

Changing the Ratio has been and gone, but that doesn’t mean you can’t make a difference. Check out our diversity centre here!

UnLtd is a social purpose organisation connecting the media, marketing and creative industries with charities helping children and young people at risk. Find out how you can get involved at

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