In this episode of Elevator People, PJ sits down with strategist and author Jason Locy (Culture Bending Narratives) to explore the future of redemptive branding and ethical marketing. Together, they unpack dominant cultural narratives that shape how we build brands, design marketing strategies, and chase growth—often at the expense of our mission.

Jason shares his “Four Norms” framework—Desires, Mindsets, Behaviors, and Language—and how marketers can use it to identify exploitative patterns and build meaningful alternatives. They also discuss how to apply thoughtful compromise, embrace abundance over scarcity, and develop imaginative strategies that don’t sacrifice values for short-term success.

If you’re a brand strategist, marketing director, creative leader, or purpose-driven founder—this conversation will help you align your work with your values, inspire your imagination, and challenge how you define success.