Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder &amp; CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. 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 has spent 20 years working on the world’s biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.Find out more about Chris' book, Obsolete, here: <a href="https://www.bloomsbury.com/uk/obsolete-9781399416658/">https://www.bloomsbury.com/uk/obsolete-9781399416658/</a>00:00 - Intro 02:09 - The premise of his book 04:27 - Why Chris called the book Obsolete 06:41 - Making positive change with small businesses 18:32 - Being inspired by change brands 21:53 - How to win against established brands 27:03 - The advantages of purpose 29:31 - How Chris started Change Please 32:48 - Measuring the impact of Change Please 36:28 - How change brands can be distinctive 40:14 - Why Tony’s Chocolonely are making an impact 42:06 - Putting change ahead of profits 47:06 - Applying a change mindset to other industries 49:37 - Making an impact commercially and with purpose 52:55 - How Serious Tissues started 55:53 - The power of partnerships 57:49 - Chris’ biggest takeaway from writing Obsolete

The brands trying to change the world - Chris Baker, Serious Tissues & Change Please