The WARC Podcast How Change Brands are changing the world
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Jan 21, 2025 In a thought-provoking conversation, Chris Baker, award-winning strategist and founder of Serious Tissues, shares insights on how change brands can redefine consumer spending. He discusses the rise of brands creating social impact, like a coffee company training the homeless and XO Bikes, which empowers incarcerated individuals through bike mechanics. Topics range from sustainable pet food solutions using insects to innovative waterless products revolutionizing the FMCG sector. Chris emphasizes the blend of profitability with social responsibility as essential for future brands.
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Three Ingredients for Change Brands
- Build change brands around a problem people genuinely care about and a real category issue.
- Prove your impact with measurable actions to show tangible difference.
XO Bikes Reduces Reoffending
- XO Bikes trains prisoners as bike mechanics to reduce reoffending and uses unclaimed stolen bikes.
- Only 3% of participants reoffend, breaking the cycle with practical skills and confidence.
Impact of Small Consumer Shifts
- Small shifts in consumer spending toward better brands can drive major global change.
- Redirecting just 1% of consumer spend could generate $700 billion annually for positive impact.