How do you build a brand that doesn’t just sell products – but changes behaviour and shapes culture?

We took a walk with Gastón Tourn, Chief Growth Officer at Oddbox, a fast-growing brand tackling one of the biggest global challenges: food waste.

In this conversation, we explore:

– Why culture-led marketing is the strategy, not just a tactic
– How to change consumer behaviour in 2026
– Why small everyday actions can drive epic impact
– How to scale a brand without losing credibility
– Why listening to customers turns them into participants
– How to balance commercial metrics with cultural impact
– And why culture is becoming more political than ever

Oddbox is built around a simple mission: a world where good food doesn’t go to waste. But the real lesson here is bigger – how brands can turn purpose into participation and growth.

This interview is part of the Brands & Culture series – spotlighting brand leaders joining us in London (6–7 May) to explore how brands can make, shape and define culture.

More conversations with brand leaders coming soon.