Uncensored CMO The brands trying to change the world - Chris Baker, Serious Tissues & Change Please
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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.
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Obsolete Inspiration
- Chris Baker's book title, "Obsolete," was inspired by Buckminster Fuller's quote about changing things.
- It emphasizes building new models that make old, problematic ones obsolete.
Consumer-Led Change
- Shift consumer spending to drive change faster than slow political processes.
- Target a 3.5% market share to reach a tipping point and influence larger companies.
The Innovator's Dilemma
- Large companies struggle with innovation due to their focus on maintaining the status quo.
- This creates opportunities for startups to disrupt industries and drive change.