Y for YOUTH is the 'first youth social brand' that empowers consumers to make a difference by purchasing from companies that contribute an ongoing percentage of their profits to Y for YOUTH. This revenue creates a resource engine to provide sustained funding for organisations and programs that educate, motivate and mentor youth. Our vision is to positively influence the lives of youth on a large scale to create positive social change. It is the underlying core belief of The Y for YOUTH Foundation that the power of business and the dynamics of the marketplace needs to be harnessed to create fundamental and lasting change in the areas traditionally occupied by charities. Y for YOUTH addresses three key factors: 1 Youth organisations and programs need sustained funding 2 People want to make a difference and support socially responsible brands and companies 3 Brands and companies want cause-marketing opportunities that provide a return The core idea is for companies to display the Y for YOUTH licensed trademark on their brands, products and marketing material to positively influence purchase decisions and public perception. The unique proposition of Y for YOUTH is the number positioned alongside the Y symbol representative of the percentage of the company’s annual profits contributed to Y for YOUTH, e.g. Y10 indicates that the participating company contributes 10 per cent of their profits as an ongoing commitment. 'To be a Great Company you need to be a Good Company'