Obsolete: How Change Brands Are Reshaping the Branding World - And How Established Names Can Fight Back

The world needs changing - that much is clear. But how best to do it? Change how you vote? Get out and protest? Have an argument?

The fact is that the power sits in your pocket. Changing how we spend our money has more potential to change the world than almost anything else we can do with our time on this planet.

Consumer spending accounts for over 60% of GDP across the world and it will hit a staggering ＄77 trillion a year by 2029. But the vast majority of this money currently goes to businesses that are fuelling problems, through their packaging, formulations and practices, the same companies making huge profits and resisting change.

But if we moved just 1% of spending to brands that are making a positive impact on our planet, this would amount to ＄700 billion every year. And the good news is that it’s already happening.

A rising tide of ’Change Brands’ are emerging across the world and acting as powerful catalysts to tackle some of the biggest problems facing humanity. These Change Brands, such as Tony’s Chocolonely, Oatly, Vinted, and Liquid Death, are putting legacy brands under pressure by winning consumers’ hearts, minds and their spending. As this movement gathers pace, many legacy brands and business models will be in danger of becoming obsolete in the next decade if they don’t radically reconsider how they do things.

Chris Baker explains why one of the best ways to change the world is to create a brand and provides clear steps on how to accomplish this. The book includes guidance to help legacy brands introduce Change Brand thinking into their own business and provides unique insight from within big companies battling to come to terms with a changing world via a secret agent on the inside, ’Agent Change’.

Chris Baker is an award-winning advertising and social change strategist turned social entrepreneur. He is Co-Founder of Change Please, a coffee social enterprise that has helped hundreds of homeless people off the streets by training them as baristas. 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 is also CEO and Founder of Serious Tissues, a toilet roll business that fights climate change and deforestation by planting a tree for every roll sold.; 1.4m trees have been planted in just twenty months. He has spent 20 years working on the world’s biggest brands in the advertising and marketing sector, including Nike, Pepsico, Honda, Boots, Alpro, Sky, Nivea, Lucozade, Coors, Huawei, Oreo, Lynx, Dove and Bodyform. He has won over 100 strategic and creative awards along the way, making him one of the most awarded strategists in London.