Podcast Summary: "The Brands Trying to Change the World" Featuring Chris Baker of Serious Tissues & Change Please

Title: The Brands Trying to Change the World
Host: Jon Evans
Guest: Chris Baker
Release Date: November 6, 2024
Podcast: Uncensored CMO

Introduction to Change Brands

In this episode of Uncensored CMO, host Jon Evans delves into the transformative world of Change Brands—companies that aim not only for commercial success but also for significant positive impact on the planet and society. Chris Baker, an author and founder of Serious Tissues and Change Please, joins Jon to discuss his upcoming book, Obsolete, and shares insights into building brands that drive meaningful change.

Book Launch and Inspiration

Jon Evans kicks off the conversation by congratulating Chris Baker on his new book, Obsolete, set to launch the following day. Chris reflects on the arduous yet rewarding process of writing the book, describing it as "spending months sat in a dark room writing" and the exhilarating experience of seeing his ideas come to life through engaging with real people (00:35).

Chris explains that the book stems from his belief that "the best way to change the world is to change how people spend their money." This philosophy was born from his experience launching Change Please, a coffee brand that employs homeless individuals as baristas, thereby providing them with skills and opportunities to reintegrate into society (02:15).

The Concept of Change Brands

Jon probes into the idea behind Change Brands, asking Chris to elaborate on what convinced Bloomsbury to publish Obsolete. Chris emphasizes that Change Brands operate by altering consumer spending habits to foster positive social and environmental impacts. He cites the success of Change Please as a pivotal example, highlighting how changing "how people buy their coffee can change the world" (02:15).

Overcoming Challenges Against Established Giants

A significant portion of the discussion focuses on the challenges Change Brands face when competing against entrenched industry giants. Chris notes that large companies like Unilever often struggle with innovation due to their focus on maintaining the status quo. In contrast, smaller Change Brands can pivot and adopt new, sustainable business models more swiftly. He compares this dynamic to the Innovator's Dilemma, where big companies fail to embrace disruptive innovations initiated by smaller competitors (12:39).

Key Strategies for Success

Chris outlines several strategies that have enabled Change Brands to thrive:

1. Targeted Market Penetration: Focusing on niche markets allows smaller brands to gain significant market share without directly battling industry titans. For example, penetrating the toilet paper market with eco-friendly products can achieve substantial impact with just a few percentage points of market share (07:18).

2. Creative Disruption: Creating distinctive and memorable brand identities helps stand out in saturated markets. Chris highlights brands like Tony’s Chocolate and Oatly, which leverage unique packaging and strong brand personalities to differentiate themselves (36:48).

3. Strategic Partnerships: Collaborations with larger companies and complementary brands can amplify impact. Change Please's partnership with Nespresso, which includes a commitment of £1 million to training centers, exemplifies how alliances can drive both business growth and social change (16:37).

4. Innovative Business Models: Implementing sustainable practices, such as waterless cleaning products or recycled paper in Serious Tissues, demonstrates how brands can innovate within their categories to address environmental issues (05:00).

Measuring Impact and Building Community

Chris discusses the importance of measuring impact beyond just financial success. For instance, Serious Tissues tracks tree planting efforts through a transparent dashboard to ensure accountability and reliability. Additionally, building a community around the brand’s mission fosters loyalty and advocacy among consumers, which is crucial for scaling impact (32:50).

The Role of Creativity and Fun

Emphasizing that purpose-driven brands need not be boring, Chris advocates for infusing creativity and fun into brand identity. He cites Liquid Death and Tony’s as examples of brands that use humor and distinctive aesthetics to engage consumers while delivering a strong social message. Chris notes, "competing on the category benefit first and foremost and then landing the impact" allows brands to attract consumers with quality products before introducing their mission (40:16).

The Future of Change Brands

Looking ahead, Chris envisions a landscape where Change Brands become the norm rather than the exception. With increasing consumer demand for ethical and sustainable products, along with growing support from private equity and institutional investors prioritizing societal impact, the potential for these brands to reshape industries is immense. Jon concurs, highlighting that financial incentives and long-term investment strategies are increasingly favoring companies that integrate impact into their core business models (46:05).

Conclusion and Key Takeaways

In wrapping up, Chris Baker reflects on the rewarding journey of founding Change Brands and authoring Obsolete. He shares that the book not only provides strategic insights but also fosters a sense of community among like-minded entrepreneurs aiming to make a difference. Jon Evans emphasizes the transformative energy and inspiration that such brands bring to the market, encouraging listeners to take the leap and create impactful businesses themselves (63:49).

Call to Action:
Listeners are encouraged to grab a copy of Obsolete on Amazon or at their local bookshops to delve deeper into the strategies and stories of Change Brands poised to change the world.

Notable Quotes

• Chris Baker (00:35): "We had the book launch event last week. After spending months sat in a dark room writing, to suddenly have a physical book in your hand was an amazing feeling."

• Chris Baker (02:15): "The best way to change the world is to change how people spend their money."

• Chris Baker (07:18): "If we can change how people spend their money in any category, we can change the world."

• Chris Baker (12:39): "Big companies are often very late to trends and therefore there's a beautiful opportunity for startup founders to not only disrupt an industry but also create change within the industry as well."

• Chris Baker (36:48): "Distinctiveness is crucial. Brands like Tony’s and Oatly leverage unique packaging and strong brand personalities to differentiate themselves."

• Chris Baker (40:16): "Competing on the category benefit first and foremost and then landing the impact is a powerful strategy."

• Chris Baker (46:05): "Private equity and institutional investors are increasingly prioritizing companies that integrate societal impact into their business models."

• Chris Baker (63:49): "You don't need to quit the day job from day one. You can do a lot of it on the side and keep doing other things, so it's not like it's right, you know, I'm gonna bet my house on this."

Timestamp Reference

For easy navigation, here are some key timestamps referenced in the summary:

• [00:35] - Book Launch and Initial Feelings
• [02:15] - Core Philosophy of Changing Spending Habits
• [07:18] - Importance of Small Market Shifts
• [12:39] - Innovator's Dilemma and Big Companies
• [16:37] - Strategic Partnerships (Nespresso)
• [32:50] - Measuring Impact and Community Building
• [36:48] - Creativity and Distinctiveness in Branding
• [40:16] - Competing on Category Benefit
• [46:05] - Future Investment Trends in Change Brands
• [63:49] - Encouragement for Aspiring Entrepreneurs

Final Note:
For those inspired by the insights shared by Chris Baker, Obsolete serves as a comprehensive guide to building brands that not only thrive commercially but also contribute positively to society and the environment.