Uncensored CMO The brands trying to change the world - Chris Baker, Serious Tissues & Change Please
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Nov 6, 2024 Chris Baker, an award-winning advertising and social change strategist, shares his journey as the founder of Serious Tissues and Change Please. He discusses how Serious Tissues combats climate change by planting trees with every purchase, while Change Please empowers the homeless through barista training. The conversation emphasizes the transformative power of purpose-driven branding and the potential of small businesses to inspire large-scale change. Baker also highlights the creativity and humor integral to effective social enterprise marketing.
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Niche Down for Success
- Change brands can succeed by finding niche markets and building a strong community.
- Focus on specific distribution channels and gradually expand into the mainstream.
Change Please Model
- Change Please trains homeless people as baristas, providing jobs and opportunities.
- This social enterprise model demonstrates how changing spending habits can create positive social impact.
Creative Agency and Re-offending
- A creative agency in LA trains inmates and released offenders, significantly reducing re-offending rates.
- Providing skills and hope through employment empowers individuals and creates positive change.