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’.
Les mer
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. It’s not just the right thing to do, it’s 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.
Les mer
A deep-dive into the world of new, environmentally-aware 'change brands', in order to understand their success and to show how they're putting legacy brands under pressure.
Case studies and/or interviews from globally-recognised brands such as Tesla, Patagonia, Oatly, Ovo Energy, and Tony's Chocolonely.
Produktdetaljer
ISBN
9781399416658
Publisert
2024-10-24
Utgiver
Vendor
Bloomsbury Business
Høyde
234 mm
Bredde
153 mm
Aldersnivå
G, 01
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
304
Forfatter