Obsolete: How change brands are changing the world

(Hardback)

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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 its 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 Tonys 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 dont 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.

Reviews

Obsolete is both a rallying cry and a toolkit for change. Now more than ever, leaders and shareholders at every business, in every industry, need to think differently about how people, profit and the planet intersect if they are going to thrive long into the future. Its not just the right thing to do, its the smart thing to do. This book offers lessons from business leaders at the forefront of change and provides practical advice for people who want to join the movement. -- Douglas Lamont * Chief Chocolonely at Tonys Chocolonely, Co-Chair of Better Business Act, and Former CEO of Innocent Drinks *
Obsolete is full of the kind of thinking that totally disrespects everything they teach you in business school however naive that may sound. Instead, it invites the reader to imagine how running a business has the power to change the trajectory of our planet and contribute to the lives of the people that live here. It can be mind-blowing to see what happens when you drop all the bizniz in your business. -- John Schoolcraft * Chief Creative Officer at Oatly AB *
At COP21 David Attenborough declared that, a new industrial revolution is essential and in this book, Chris shares example after example of those solution focused pace-setting Change Brands leading that much-needed revolution. Perfectly paced, packed with real-world insights and inspiration. This is going to be a well-thumbed keeper for all aspiring change-makers. -- Michelle Carvill * author of "Can Marketing Save the Planet" *
A powerful call to action with a simple behaviour change at its heart change the world by changing where people spend their money. -- Richard Shotton * author of "The Choice Factory" and Founder of Astroten *
Obsolete is a manifesto for modern capitalism. Many believe capitalism is part of the problem, this book shows that it can also be the solution. But legacy brands beware change is now your day job. -- Tara Austin * Host of Nudgestock and Partner, Ogilvy Behavioural Science Practice *
The world needs businesses to be at their best, more so now than ever. Obsolete is a masterclass in how brands can harness their power to drive meaningful change. A must-read for all founders and business leaders. -- Andy Fishburn * Managing Director, Virgin Start-Up *
Obsolete is a timely wake-up call for brands and business trying to come to terms with a rapidly changing world. For all those businesses having sleepless nights about new brands emerging in their market and eating their lunch, this is essential reading. -- Mark Sinnock * Global Chief Strategy, Data and Innovation Officer, Havas Creative Group *

We should never underestimate the power we have as consumers to create change. How do we do that By supporting Change Brands and buying from them. It really is that simple. This book shows you who they are and why its so important to think before we buy.

-- Sahar Hashemi OBE * entrepreneur, author and Founder of Buy Women Built *
Obsolete is essential reading for those who believe business should be part of the solution not just part of the problem. It doesnt just emphasize that the way we spend our money can change the world, its a blueprint for how you can create your own Change Brand and build businesses that regenerate our planet. -- Leo Rayman * CEO & Founder of EdenLab *
Obsolete covers with optimism the chance we all have to reinvent capitalism for the better and an inspiring blueprint of Change Brands including our own Tonys Chocolonely, Oatly, Wild, Who Gives a Crap leading the way in showing good business and good ethics can and should sit hand-in-hand. -- Ben Black * Head of FMCG Investing, Verlinvest *
Obsolete is essential reading for those eager to drive global change through everyday choices, highlighting how Change Brands can make both a difference and a profit. Discover how your wallet can help to shape a better world. -- Zoe Scaman * Founder of Bodacious Studios and Keynote Speaker *
Marketing has the opportunity and challenge to lead the biggest shift in the consumer economy the world as yet seen, essential if we are to live sustainability and improve the quality of peoples lives. Obsolete shows how inspirational new brands are, challenging the status quo, offering more sustainable choices in everyday product categories, and stimulating competition and innovation that will accelerate this sustainability shift. -- Stephen Woodford * Chief Executive of the Advertising Association *
The circular and sustainable economy is surely the innovation opportunity of a generation. Change how people spend their money, and you can change the world, Chris Baker rightly proclaims with passion and experience, and not a moment too soon. He brilliantly shows many ways it can be done and how to avoid some of the pitfalls, especially if you dont have a blank page to start from. Obsolete is a theory of change and a handbook for brands with integrity to pull it off! -- Sebastian Munden * Chair of WRAP, co-author of Sustainable Advertising: How advertising can support a better future, and former CEO of Unilever UK & Ireland *
At a time when brand equity can be devalued within minutes, its refreshing to learn about why companies and consumers should invest in it in the first place. A must read for any aspiring change-makers. -- Oli Harris * Managing Director, Venturebeam *
In a world where brands hold more power than governments, Obsolete is a must-read for anyone wanting to make a positive impact on society. -- Anna Vogt * Chief Strategy Officer at VML *
The power to drive real change is in the consumers hands. This book perfectly highlights the challenges and opportunities for brands wanting to disrupt and drive systemic change in their industry! -- Guy Hayler * Co-Founder and CCO, Blue Earth *
What started with a cup of coffee has the potential to become a game-changing global movement. Obsolete shows you how to change the world by changing how people spend their money. -- Cemal Ezel OBE * Founder & CEO, Change Please *

Author Bio

Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & 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 Worlds Leading Social Enterprise in 2018 and in Marketing Weeks 100 Most Disruptive Brands in the World. He has spent 20 years working on the worlds biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.