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Beautiful Misfits

TKE: Creativity and risk in brand building, with John Schoolcraft, Oatly

Beautiful Misfits

Mary Portas

Society & Culture, Business

4.5 • 834 Ratings

🗓️ 19 August 2021

⏱️ 38 minutes

🧾️ Download transcript

Summary

John Schoolcraft’s LinkedIn profile lists everything from dishwashing to shop assistant, DJ to Alice Cooper’s security guard among his previous jobs. But there’s one that he will forever be synonymous with: global chief creative officer at Oatly. Along with CEO Toni Petersson, John has transformed the unknown Swedish alt-milk brand into a global superstar with sales of $421 million in 2020. At the core of this challenger brand however are three values Oatly remains razor-focused on: nutritional health, sustainability and transparency. But how, in a world so packed with products and messaging, did John create the kind of global impact that Oatly has achieved? And now that it’s got so huge, how does Oatly protect itself from accusations of selling out? Can big really be kind? Mary finds out. Mary's new book, Rebuild: how to thrive in the new Kindness Economy is available to buy now. To get in touch with team Portas, email us at: [email protected] Subscribe to the Portas POV Newsletter for musings, provaction insights and inspiration. Want to keep up-to-date with all things Portas? Follow us here: Instagram ** Linkedin ** Twitter

Transcript

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0:00.0

Hello, I'm Mary Portis and this is The Kindness Economy, a podcast that looks at the new values driving the businesses of tomorrow.

0:08.0

People, planet and profit in that order. It's the future. Are you ready for better?

0:15.3

We've come a long way in our understanding of the human brain. And one of those areas that it has most influenced is

0:22.3

how we raise our children. Even just 20 years ago, sorry Milo, I remember doing this, we were told

0:29.4

as parents to leave our children crying in order to learn to settle by themselves. And we now

0:35.5

understand, however, that touch is critical to children's

0:38.6

ability to thrive. Orphanages have higher infant mortality rates. The children

0:44.1

living in them have been found to experience neurological changes that only

0:47.8

start to slow down or reverse when they experience loving connection. Without a

0:53.6

touch a baby will literally fail to thrive.

0:58.4

As sophisticated as we human beings are, we're also at-root animals that as well as food,

1:03.9

water and shelter need vital, physical and emotional connection. On a collective level too,

1:10.5

we experience this kind of critical impulse to connect.

1:13.6

And sadly, it's been so frustrated for so many of us

1:17.6

during the pandemic.

1:19.6

If only now, well, we are only now,

1:22.6

beginning to negotiate life more freely.

1:25.6

And for many, this is fraught with anxiety.

1:29.3

We've experienced a collective trauma, and we need to heal.

1:33.3

The Office for National Statistics reports that 16 to 24-year-olds are more lonely than pensioners.

1:41.3

It makes me really sad.

1:43.3

And the problem is such that the government has

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