The wish that keeps on giving: Disney, Make-A-Wish and the long game of purpose

Taking to the stage at Web Summit, Steve Antoniewicz of The Drum sat down with Disney’s Tasia Filippatos and Luciano Manzo of Make-A-Wish International to explore what makes the partnership work, how it has stood the test of time and what other brands could learn.

“This isn’t something that was bolted on,” said Filippatos. “It’s in our DNA. We’re in the business of storytelling and human connection, and what Make-A-Wish does fits so naturally with that.”

Since 1980, the partnership has evolved into something far more expansive. Wishes continue to center on the magic of Disney’s theme parks, but now stretch across cruises, movie sets and character makeovers. For children who cannot travel, Disney has taken the magic to them through immersive local events and virtual experiences powered by emerging technology.

Longevity has been less about spend and scale and more about values.

“Shared values are what make this last,” said Manzo. “You forget what you heard. You forget what you said. But you don’t forget how someone made you feel. The wish experience is emotional, authentic and it stays with people forever.”

Performance v purpose? Disney chooses both

While many brands position purpose in conflict with performance, Disney sees it as an extension of its own identity. It is not philanthropy. It is business alignment.

“When we create campaigns,” said Filippatos, “we look for where Make-A-Wish fits in naturally, whether that is holiday activations, point of sale or digital storytelling. This isn’t a CSR tick box. It’s a partnership that lives across our ecosystem.”

That ecosystem includes cause marketing, employee engagement and even product development. The recent Disney film Wish allocated a portion of proceeds directly to Make-A-Wish, blending commerce and cause.

With many marketers quietly stepping back from purpose, wary of political backlash or investor scrutiny, consistency remains one of the most undervalued marketing tools. The Disney and Make-A-Wish story suggests that the real risk lies in treating purpose as a trend.

“If you’re only in it when it’s fashionable, it will fade,” said Filippatos. “What makes this work is consistency and authenticity. People can tell when it’s performative.”

Why it works and what other brands can copy

It is easy to assume this level of integration belongs only to a brand as big as Disney, but the panel outlined a pragmatic blueprint:

•  Start with values: If your brand cannot find a naturally aligned cause, keep looking. The fit must be genuine.

•  Find your unique contribution: “What’s the special ingredient only you can bring?” said Filippatos. “For us, it’s storytelling, experience, magic. Work out what’s yours?”

•  Commit for the long haul: Real partnerships evolve. They flex as needs change. They show up even when times are hard, as Disney did during the pandemic when it found creative ways to grant wishes while parks were closed.

•  Keep it global and keep it local: Wishes now span more than 50 countries. Whether through parks, products or digital channels, Disney adapts the delivery while keeping the essence consistent.

For Disney and Make-A-Wish, purpose is not about virtue signaling. It is about emotional storytelling and delivering real impact for families on a global scale.