What Is The Planet Driven Brands Podcast

WHAT IS THE PLANET DRIVEN BRANDS PODCAST

TRANSCRIPT: EPISODE 0

WHAT EXACTLY IS THE PLANET DRIVEN BRANDS PODCAST ALL ABOUT?

VERY SIMPLY PUT WE ARE INTERESTED IN HOW BRANDS CAN INFLUENCE POSITIVE CHANGE AND HELP TO DRIVE US TOWARDS A BETTER PLANETARY ENVIRONMENT FOR ALL.
WE WILL INVITE PEOPLE ACROSS THE SPECTRUM TO COME AND TELL US HOW THIS MAY BE ACHIEVED

I CAN’T REALLY TELL YOU HOW IT WILL ALL PAN OUT EXCEPT TO SAY I’M EXCITED ABOUT WHAT WE MAY ACHIEVE TOGETHER.
IF YOU’RE LISTENING THEN I GUESS YOU’RE INTERESTED IN WHAT MYSELF AND MY GUESTS HAVE TO SAY.
I EXPECT EVERYONE TO BE CONNECTED BY A COMMON INTEREST IN HOW BRANDS CAN AND WILL SHAPE THE PLANET AND HOW THEY CAN BE AN INFLUENCE IN CHANGE
THERE CANNOT BE ANY DOUBT AS TO THE POWER OF BRANDS AND THE ROLE THEY CAN PLAY IN PEOPLES LIVES; BUT NOT JUST PEOPLE , THEIR INFLUENCE SPREADS TO THE REST OF THE ANIMAL KINGDOM, THE ENVIRONMENT, THE CLIMATE, THE OCEAN AND EVERYTHING ELSE IN OUR CONNECTED EC-SYSTEM.
IT IS QUITE A RESPONSIBILITY TO BEAR, BUT BEAR IT WE MUST, AS CONSUMERS CONTINUE TO DEMAND MORE FROM THEIR RELATIONSHIPS AND DARE I SAY PARTNERSHIPS WITH THEIR PRFERRED BRAND CHOICES.

NOT EVERYONE WHO IS LISTENING WILL SHARE MY POINT OF VIEW AND I WELCOME THIS, WE NEED TO HAVE THE DEBATE, AND I LOOK FORWARD TO BEING CHALLENGED ON MY BELIEF SYSTEM AND HAVE MY OPINION SWAYED BY THE REALITY OF SOMEONE ELSE’S ENDEAVOURS, RESEARCH, EXPERIENCE OR KNOWLEDGE.

WE WILL NOT BE MAKING POLITICAL STATEMENTS, THIS ISN’T THE FORUM FOR THIS, BUT WE START FROM THE PREMISE THAT THE PLANET AND ITS CLIMATE IS IN CRISIS. THIS IS THE ONE FACT UPON WHICH THIS SERIES OF SHOWS IS BASED. THE ALTERNATIVE VIEW IS NOT GOING TO BE DEBATED HERE.

WHAT’S THE ROLE OF BRANDS IN DRIVING PLANETARY CHANGE?

MANY CONSUMERS ARE MAKING STEPS TO CHANGE THEIR BEHAVIOUR IN ORDER TO MAKE THEIR CONTRIBUTION TO ALLEVIATING THE CLIMATE CRISIS. IT MAY BE TURNING OFF LIGHTS, WALKING TO WORK, EATING LESS MEAT, BUYING ORGANIC OR A WHOLE HOST OF OTHER THINGS, BUT WHILST THESE MAY BE IN MANY CASES, SMALL STEPS, THE FACT IS THAT CHANGE IS BEING ENFORCED ON SERVICES AND PRODUCTS WHICH SUPPLY THEM.
THIS IS HIGHLIGHTED IN THE HUGE GROWTH IN SALES OF PLANT BASED FOOD AND DRINK IN MANY NATIONS. CONSUMERS HAVE SEEN THAT THEIR SMALL INPUTS CAN HELP DRIVE SIZEABLE CHANGE

THIS IN TURN AFFECTS SUPPLY CHAINS, PROCUREMENT, PLANNING, RESEARCH & DEVELOPMENT, INNOVATION AND COMMUNICATIONS.

WHAT IS A PLANET DRIVEN BRAND?

THERE’S NO HARD AND FAST RULE AS FAR AS I’M CONCERNED, EXCEPT TO SAY THAT A PLANET DRIVEN BRAND IS EXPECTED TO BE CHANGING, BUILDING, GROWING OR DEVELOPING SOMETHING WITHIN THEIR ORGANISATION WHICH DELIVERS A POSITIVE IMPACT NOT JUST ON THEIR BRAND AND BUSINESS, BUT ON THE PLANET ITSELF – AND THIS CAN BE A HUMAN IMPACT OR ANIMAL OR ENVIRONMENTAL – WE’RE ALL CONNECTED!

IS THIS TOO MUCH TO ASK?
LISTEN, NOBODY OR NO ‘THING’ IS PERFECT, WE ALL MAKE MISTAKES, WE ALL HAVE IMPERFECTIONS.
MOST OF US TRY REALLY HARD TO BE BETTER AND FOR ME A FEW MILLION SMALL STEPS TO BETTER IS MUCH MORE IMPORTANT THAN ONE OR TWO LARGE STEPS, WHERE WE MAY GET BOGGED DOWN BY COMPETITION (TO BE PERFECT) OR DOGMA.

SOME BRANDS HAVE BEEN WHAT THEY ARE FOR DECADES, EVEN CENTURIES AND TO UNPICK THIS AND DELIVER SOMETHING NEW WILL BE FAR MORE DIFFICULT THAN THOSE JUST STARTING OUT WHO CAN GROW ORGANICALLY.
I WILL CELEBRATE THE OLD AS MUCH AS THE NEW. WE’RE ALL IN THIS TOGETHER.
I WANT TO APPLAUD EVERY BRAND THAT IS STRIVING FOR BETTER, WHETHER THAT BE THROUGH REPLACING INGREDIENTS, IMPROVING SOURCING, THE WAY WE TREAT SUPPLIERS OR OUR OWN STAFF.
PLANET DRIVEN BRANDS ARE THOSE THAT ARE MAKING STEPS TO IMPROVE ALL OR PART OF WHERE THEY ARE IN THEIR PLANETARY IMPACT WHETHER THAT BE THROUGH IMPROVED SUSTAINABILITY, CIRCULARITY, A FOCUS ON WASTE, PACKAGING FORMATS OR HOW THEY CHOOSE MEDIA FOR COMMUNICATIONS

IN THIS SERIES OF PODCASTS WE WANT TO HEAR HOW THESE BRANDS ARE ACHIEVING THEIR GOALS. SOME WILL BE A LONG WAY AHEAD OF OTHERS, BUT AS I SAID, I’M JUST AS INTERESTED IN THE SMALL STEPS AS I AM IN THE BIG PICTURE.

IT WON’T JUST BE BRAND OWNERS WE TALK TO.
PERSONALLY, I’M PARTICULARLY INTERESTED IN HOW AGENCIES WILL STEP UP IN THE WAY THEY PARTNER THEIR CLIENTS AND I’M EXCITED THAT WE SHOULD BE ABLE TO BRING YOU SOME GREAT GUESTS IN THIS ARENA

I’M ALSO SEARCHING OUT EXPERTS; THOSE PEOPLE WHO CAN ADVICE BRANDS HOW THEY CAN IMPROVE AND WHO HAVE ALREADY HELPED SHAPE CHANGE. WE WANT TO DISCUSS INVESTMENT WITH FINACIERS AND WE ALSO WANT TO TALK TO THOSE THAT ARE AFFECTED BY THE CHANGES PERHAPS BEING ‘FORCED UPON THEM’ – FOR EXAMPLE HOW DO FARMERS AND SUPPLIERS FEEL ABOUT THE NEW WORLD ORDER? HOW DO FOSSIL FUEL COMPANIES, AND THEIR EMPLOYEES, FEEL? ALL OF THIS EFFECTS THE CONSUMER FACING BRAND.
FOR ME WE CAN’T IGNORE THE SIDE EFFECTS OF OUR MOVEMENT. EVERYONE SHOULD BE HELPED ALONG THE JOURNEY AND I REALLY HOPE I CAN DELIVER BOTH SIDES.

BUT, LET’S BE HONEST I WANT TO CELEBRATE WHAT’S COMING, TO EMPHASIZE THE POSITIVE IF WE CAN.
MUCH IS MADE IN MODERN MARKETING OF PURPOSE AND ALL BRANDS DEFINE THEMSELVES BY THEIR PURPOSE AND SUBSEQUENTLY MUST LIVE UP TO IT.
BRANDS PLAY SUCH AN IMPORTANT PART IN OUR LIVES AND AS A RESULT HAVE A KEY RESPONSIBILITY TO BEHAVE IN A WAY THAT CONSUMERS EXPECT, NOT TO ‘GREENWASH’ (AND THAT MUST BE A PODCAST SUBJECT SOMEDAY), BUT TO TAKE STEPS TO ACT OUT THEIR PURPOSE.

WE ARE GOING TO FIND OUT HOW THEY ARE DOING THIS

THANK YOU
WE SO LOOK FORWARD TO GROWING TOGETHER.”

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If you’d like to know more about the author and presenter, click here: Nic Jones

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