On this episode of The Responsible Edge, host Charlie is joined by Kian Bakhtiari—founder of The People, a purpose-driven creative consultancy working with some of the world’s most recognisable brands. Kian also sits on the advisory board for the British Fashion Council and was formerly part of UNLEASH, a global innovation lab for the UN Sustainable Development Goals.This conversation explores the uncomfortable space between progressive messaging and commercial interest—shedding light on why well-meaning marketing campaigns often backfire, and how a deeper understanding of cultural intelligence might be the missing link between purpose and authenticity.

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