The Rebel Reader x Obsolete by Chris Baker
Welcome to The Rebel Reader #10 - the refreshed Rebel Book Club newsletter that delivers 1x nonfiction book review a week to give you the edge.
Quick Take:
Can brands lead the way to a better world? Obsolete explores how purpose-driven companies are challenging the status quo and redefining what it means to be a successful business.
Headline Insight:
The future belongs to brands that align profit with purpose, proving that doing good is no longer optional — it’s essential.
150-Word Review:
Chris Baker’s Obsolete is a forward-thinking manifesto for how brands can drive meaningful change in society while staying relevant in a rapidly evolving world. Baker argues that the traditional “profit above all” model is outdated, and the most successful brands of the future will be those that embrace their role as changemakers. Through case studies and insights, he highlights companies like Ecosia and Ocean Saver, which have successfully embedded purpose into their DNA, showing that profit and positive impact can go hand in hand. Baker also outlines how smaller brands can adopt these principles to remain competitive and resonate with conscious consumers. For example, he explores how companies that prioritise sustainability and ethical practices are winning over the next generation of buyers. Obsolete is both an inspiring call to action and a practical guide for businesses looking to thrive while making a difference.
Watch:
Chris Baker on Change Brands and Purpose
Further Insights:
The Rise of Conscious Consumers: Buyers increasingly expect brands to take a stand on social and environmental issues.
Transparency Matters: Authenticity and openness build trust and loyalty among customers.
Purpose Over Product: Successful brands sell a mission, not just a product.
Action Stations:
Support change brands: Spend your money on companies aligned with your values.
Advocate for purpose: Encourage businesses you interact with to adopt sustainable and ethical practices.
Build with purpose: If you’re a business leader, embed mission-driven goals into your strategy.
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