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Pru Chapman
OC Founder + Head Hustler

Pru Chapman is the Founder + Head Hustler at Owners Collective, a dedicated digital community and global online resource hub for early-stage entrepreneurs. Pru gets giddy supporting business owners to create meaningful, sustainable + profitable business. She loves nothing more than bulletproof coffee, her pooch Maverick, and an empty mountain hiking trail.

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Latest One Wild Ride Podcast:
Startup Creative | Just Start with Kaylene Langford

Erin Morris
Young Folks

Episode 65

Young Folks Digital | Greenwashing vs Authentic Marketing for Purpose-Led Brands

Erin Morris is the Founder of Young Folks, a B Corp Certified Marketing Agency specialising in helping grow brands that are solving today’s problems for a better tomorrow.  

Young Folks understand the power of marketing and are committed to using that force for the power of good.  By only working with conscious companies, they’ve become specialists at connecting with the conscious consumer and their client list includes Oxfam, Biopack, Monash University and even Owners Collective. 

In this episode, Erin and I will dive deep into Marketing and Messaging for Purpose-Led brands, with a specific focus on greenwashing and how to avoid it.  

I should also mention that Erin is one of our feature Mavericks on the Rise program, so you can hear a lot more from her if you decide to join us. 

Every time I chat with Erin I learn something new, and leave completely inspired to turn up my marketing to be a business as a force for good, so I know you’re going to get a tonne of value out of this one.

Consumers are smart and they recognise that environmental or social responsibility claims can be a really powerful marketing tool.

— Erin Morris, Founder Young Folks

Young Folks | Erin Morris


Mentioned in conversation…

  • How is the marketing landscape changing in terms of purpose-led brands

  • Examples of purpose-led brands that are nailing their marketing

  • What consumers are now looking for now in brands

  • Defining greenwashing, and how to avoid it

  • What is the line where brands should DIY their marketing, and when should they outsource


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