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Uncensored CMO
The brands trying to change the world - Chris Baker, Serious Tissues & Change Please
Nov 6, 2024
Chris Baker, an award-winning advertising and social change strategist, shares his journey as the founder of Serious Tissues and Change Please. He discusses how Serious Tissues combats climate change by planting trees with every purchase, while Change Please empowers the homeless through barista training. The conversation emphasizes the transformative power of purpose-driven branding and the potential of small businesses to inspire large-scale change. Baker also highlights the creativity and humor integral to effective social enterprise marketing.
01:04:49
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Quick takeaways
- Challenger brands, like Serious Tissues and Change Please, leverage socially and environmentally responsible practices to cultivate meaningful consumer connections and drive societal change.
- Strategic partnerships and community-building efforts, exemplified by collaborations with established brands, are essential for small change-focused companies to amplify their impact and reach.
Deep dives
The Emergence of Change Brands
Challenger brands, particularly those focused on making a positive environmental and social impact, are gaining traction in the marketplace. These brands challenge traditional business models by emphasizing sustainable practices and social responsibility. The podcast features several examples, including a coffee brand called Change Please that trains homeless individuals as baristas, showcasing how altering purchasing practices can bring about significant societal change. The central message is that shifting consumer behavior, even in small increments, can lead to substantial global change.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode