Rory Sutherland chats to Jodi Monelle, Founder & CEO of Live Kindly, an online media platform designed to promote the benefits of a plant-based lifestyle. The conversation includes discussion on what is driving an increase in vegan foods, the importance of inclusivity and whether a plant-based lifestyle is truly scalable across society at large. Alongside these considerations, Rory and Jodi look at the wider question of long-term sustainability.

Jodi also explains why consumers are demanding more transparency about their purchases and what impact that will have on how companies innovate or steer towards more ethical, consciously produced products, whilst Rory asks whether there's a Darwinian limit to our human wants and how that might affect consumption.

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Ben Wright discusses the opportunities open to all sports but in particular football. How does he balance the traditions of the sport and the expectations of the consumers (fans) with the commercial realities? Why do brands want to partner with football? It used to be simply a logo on the team shirt and a perimeter advert but advances in technology have opened up many possibilities. Fans consume the game in many more ways than simply attending the match. How important is the role of media rights holders and how might that change in the future? Rory fails to convince Ben that the goals should be made bigger!

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Pip Murray loves nut butters. She used to re-energise herself after running marathons with peanut butter on toast - great protein and healthy fats. Pip started mixing her own and then started selling them at outdoor markets. They sold well and a business was born. The recipes and mixes were important but the branding, marketing and distribution were vital to the on-going success of the business. Selfridges was the first big win quickly followed by Sainsbury’s and many independent stores. Pip talks Rory through the marketing ingredients of this nutty story! 

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In July 2012, Simon, Jehan and Danny launched Who Gives A Crap with a crowdfunding campaign. Simon sat on the toilet in their draughty Australian warehouse and refused to move until they had raised enough pre-orders to start production. 50 hours and one cold bottom later, they’d raised over $50,000. The motivation to start Who Gives A Crap came when they learned that 2.4 billion people don't have access to a toilet. That's roughly 40% of the global population and means that around 289,000 children under five die every year from diarrhoeal diseases caused by poor water and sanitation. That's almost 800 children per day, or one child every two minutes. So they donate 50% of their profits to build toilets. So far that’s £5.3m

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