Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the World’s Leading Social Enterprise in 2018 and in Marketing Week’s 100 Most Disruptive Brands in the World. He has spent 20 years working on the world’s biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.
00:00 - Intro02:09 - The premise of his book04:27 - Why Chris called the book Obsolete06:41 - Making positive change with small businesses18:32 - Being inspired by change brands21:53 - How to win against established brands27:03 - The advantages of purpose29:31 - How Chris started Change Please32:48 - Measuring the impact of Change Please36:28 - How change brands can be distinctive40:14 - Why Tony’s Chocolonely are making an impact42:06 - Putting change ahead of profits47:06 - Applying a change mindset to other industries49:37 - Making an impact commercially and with purpose52:55 - How Serious Tissues started55:53 - The power of partnerships57:49 - Chris’ biggest takeaway from writing Obsolete
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