Jul, 2025
Rethink What Your Money Can Do: The Business of Change Brands with Chris Baker
What if rethinking your shopping list could change the world?
In this episode of The Forward Podcast: Rethink, AzizaOBeirne is joined by ChrisBaker, award-winning strategist, social entrepreneur, and author of Obsolete: How Change Brands Are Changing the World.
Chris is the driving force behind:
▸Serious Tissues – tackling deforestation with recycled, plastic-free toilet paper and nearly 2 million trees planted
▸Change Please – a coffee company that’s helped thousands of people out of homelessness through barista training and employment
We dive into:
▸ What defines a Change Brand—and how they’re disrupting tired categories
▸ Why your wallet may be more powerful than your vote
▸ How legacy companies can rethink from the inside out
▸ What brands like Tony’s Chocolonely, Wild, and Liquid Death are getting right—and why they’re gaining loyalty fast
Whether you’re a brand builder, a conscious consumer, or just someone wondering how small habits can create big ripple effects—this conversation will get you rethinking the power of your personal spending.
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About The Forward Podcast: Rethink – When the old answers don’t fit, it’s time for new questions.
Rethink is a new season of the award-winning Forward Podcast built around slowing down, questioning assumptions, and sitting longer in the problem stage – before rushing to solutions.
Too often, businesses cling to what they know, hiding behind the old “this is how we’ve always done it” line. It’s the fastest way to kill diversity of thinking, new ideas, and meaningful change.
This series is about rethinking what’s broken: outdated products, workplaces stuck in the past, leadership resisting change, and tech that no longer serves the people using it.
In each episode, we sit with rethinkers: founders, creators, strategists, and innovators, who are challenging norms and building better ways forward. From redesigning shopping experiences to making digital finance more accessible, we explore how slowing down to ask better questions leads to stronger, more human-centered futures. Because solving yesterday’s problems with yesterday’s solutions won’t get us where we need to go.
Slow down. Look closer. Build better.
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