Overview of Rebranding in a War Zone, with Prosper Global (formerly Mercy Corps)
In this Rapid Response conversation, Bob Safian speaks with Jada McKenna, CEO of newly rebranded Prosper Global (formerly Mercy Corps), about why the organization changed its name, how humanitarian aid is evolving, and what she’s seeing on the ground in crises from Nepal, Syria, Sudan, Ukraine, and Gaza. The core message of the episode is blunt and hopeful: humanitarian work should not stop at survival; it should help people build toward prosperity, even amid war, disaster, and funding cuts.
Why Mercy Corps Became Prosper Global
The reasoning behind the rebrand
McKenna says the old name reflected an earlier era of aid, when organizations were often seen as “swooping in to save the day.” Today, the work is broader:
- Emergency response
- Long-term recovery
- Economic resilience
- Community-led development
- Innovation in areas like cash aid, identity systems, and climate adaptation
The new name is meant to better communicate that the organization believes everyone has the right to prosper, not just survive.
What did not change
McKenna emphasizes that the mission and values are the same. The rebrand is about better reflecting what the organization already does, not pivoting away from humanitarian work.
Major Humanitarian Crises Discussed
Nepal: climate shocks and long-term resilience
McKenna describes Nepal as dealing with a devastating flood after extreme heat, in a country especially vulnerable to climate disasters.
Key points:
- Immediate needs: food, hygiene kits, shelter
- Long-term needs: riverbank erosion control, disaster preparedness, resilience planning
- Climate-related crises are becoming more frequent, severe, and clustered
Syria: devastation, return, and reconstruction
She shares optimism about Syria’s potential recovery after 14 years of war, but stresses the country still faces enormous needs.
Highlights:
- Heavy destruction of infrastructure, water systems, and homes
- Millions are returning, creating both opportunity and pressure
- Example of a woman, Ola, rebuilding her life through agriculture, irrigation support, and community adaptation
Sudan: war-driven economic collapse
Sudan is portrayed as a more fragile and urgent case, where conflict is being intensified by rising costs and shortages.
Key issues:
- Fuel costs up 60%
- Fertilizer access threatened
- Farmers may abandon land
- Humanitarian groups can serve fewer people because aid delivery itself is more expensive
Ukraine: protecting food systems under attack
Prosper Global is working with the UN and the Ukrainian Red Cross on grain storage and related support.
Main concerns:
- Russia is increasingly targeting civilian and economic infrastructure
- Ports, roads, silos, and storage facilities are being attacked
- Even when harvests are good, lack of storage and transport destroys economic value
- Support includes grain storage, demining, and helping farmers rebuild livelihoods
Gaza: emergency aid plus livelihood support
McKenna describes Gaza as still facing severe displacement and infrastructure collapse.
Current needs:
- Water access
- Cash assistance
- Food access
- Sanitation and sewage support
Longer-term programs:
- Gaza Sky Geeks, which trains people in remote tech work
- Shared workspaces and electricity access so people can keep earning income
The Bigger Pattern: Crises Are Interconnected
“From Hormuz to Hunger”
McKenna references a report tracking how disruption around the Strait of Hormuz affects fragile countries such as:
- Sudan
- Somalia
- Ethiopia
- Pakistan
- Myanmar
- Lebanon
The logic is straightforward:
- Fuel disruption raises costs
- Fertilizer becomes more expensive
- Farmers miss planting windows
- Food supply problems spread beyond the conflict zone
A broader warning about warfare
She argues that international humanitarian law is being tested and violated more widely than before.
Examples mentioned:
- Russia’s invasion of Ukraine normalized attacks on civilian infrastructure
- Similar patterns are visible in Sudan and Gaza
- Drone warfare and infrastructure attacks are eroding long-standing rules meant to protect civilians
Aid, Politics, and the Funding Crisis
Foreign aid under pressure
McKenna says the sector is being forced to do more with less after major funding pullbacks, including those linked to the Trump administration.
She also notes:
- USAID’s global coordination role has been weakened
- Humanitarian organizations must rebuild systems and partnerships
- The sector is dealing with misinformation about what aid does and why it matters
A shift in leadership mindset
Her leadership philosophy is rooted in:
- Accepting that the old status quo is gone
- Rebuilding intentionally
- Focusing on mission and values, not legacy structures
- Investing in the future even during contraction
AI and the Future of Humanitarian Work
Where AI can help
McKenna is realistic: AI cannot physically deliver aid, but it can support humanitarian work by:
- Identifying best practices
- Anticipating community needs
- Helping target support more precisely
- Reducing costs in some parts of the operation
Open invitation to AI companies
She says Prosper Global is already in conversations with AI firms and is looking for more ideas and partnerships.
UN General Assembly Week and the Message She Wants to Push
McKenna says she is using UNGA to advance a central message:
- Do not settle for survival
- Do not force a false choice between responding to current crises and preparing for the future
- Communities can thrive, even under extreme pressure
- Aid should help people build dignity, agency, and prosperity
Key Takeaways
- The rebrand to Prosper Global is about narrative and clarity, not a change in mission.
- Humanitarian work is increasingly about resilience, systems, and livelihoods, not just emergency relief.
- Climate disasters, war, and infrastructure attacks are interconnected and escalating.
- The aid sector is under financial and political pressure, but McKenna argues that preventive work is far cheaper and more effective than reacting after disaster.
- AI may become a useful tool for prediction, targeting, and efficiency, but it is not a replacement for on-the-ground human work.
- McKenna’s core leadership message is defiant optimism: people deserve more than survival.
Notable Quote
“We cannot settle for survival.”
Bottom Line
This episode is both a rebrand story and a worldview statement. Jada McKenna argues that humanitarian organizations must stop being defined by crisis response alone and start being recognized for helping people prosper through conflict, climate shocks, and displacement. The conversation makes the case that aid, if designed well, is not just charity—it is a long-term investment in human agency and recovery.