In the latest episode of Kantar’s Sustainable Futures podcast, Dr. Nicki Morley talks to Chris Baker to discuss his new book, 'Obsolete: How Change Brands are Changing the World'.

Chris discusses the concept of 'Change Brands' and how they bring about positive social or environmental change through their business models. These brands go beyond just disrupting categories; they strive to make the world better. 

The episode uncovers how Change Brands are putting ‘behaviour change’ at the heart of their strategies, how they take bold actions to build salience and difference and often break category conventions. Through lots of engaging examples, Chris provides guidance for both new and established brands on how to make a meaningful impact in the world.

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