In her book Rebuild: How to Thrive in the New Kindness Economy, released shortly after the Covid-19 pandemic, Mary Portas offers her insights on what success looks like in the modern business world. Known for her expertise in retail and her passion for the British high street, Portas takes a bold step beyond traditional business thinking.
Here, we’ll explore the key themes that make Rebuild a worthwhile read for anyone looking to build businesses fit for the future.
The rise of the kindness economy
At the heart of Rebuild is the concept of the “Kindness Economy”. Portas argues that the old model of prioritising profit above all else is no longer sustainable. Today’s consumers are increasingly value-driven, seeking brands that treat people and the planet with care.
Kindness, Portas says, is not a soft or secondary quality. It is a serious, commercial force that will determine which businesses thrive. Being kind means treating employees well, acting ethically, and contributing positively to communities and the environment.
Redefining success
One of the most powerful themes in Rebuild is the need to redefine what we mean by “success”. Traditional metrics like profit and growth still matter, but they must be balanced with impact, reputation and contribution.
Portas invites business leaders to ask: Who are we serving? What are we building? And what legacy are we leaving behind? Success, she argues, will increasingly be judged by how businesses improve lives, not just how much money they make.
Authentic leadership
Portas champions a new style of leadership, one rooted in authenticity, vulnerability and emotional intelligence. The old, hierarchical, command and control model is out. In its place, she calls for leaders who listen, who empower their teams and who lead with humanity.
True leadership today, according to Portas, involves building cultures where people feel valued and safe, where diverse voices are heard, and where purpose is woven into the fabric of daily work.
The power of community
Another central theme is the renewed importance of community. Whether it’s local neighbourhoods, customer groups or professional networks, Portas stresses that thriving businesses are those that build strong, genuine communities.
This means businesses must think beyond transactions and invest in relationships, building loyalty, advocacy and a shared purpose. In doing so, they become more resilient, more innovative and more trusted by consumers.
Courage to change
Throughout Rebuild, Portas is clear in her message that embracing the Kindness Economy requires courage. It’s about making bold decisions, even when the old ways feel safer or more immediately profitable. It’s about rejecting short-term thinking and committing to long-term good.
She encourages businesses to take risks, innovate with integrity, and step into a future that is not only kinder but also more successful in a deep and lasting way.