In the first episode of season 2 of Building Competitive Advantage in a Sustainable World podcast, David Young - BCG Henderson Institute Fellow researching Sustainable Business Model Innovation - interviews Gary Knell - former Chairman of National Geographic Partners, former CEO of Sesame Street, and former CEO of National Public Radio.

Together, they discuss how National Geographic, Sesame Street, and NPR staked out their competitive advantage by anchoring themselves in purpose-driven media and how purpose can serve companies to navigate this period of disinformation and distrust. Gary shares his perspective on the role of media in shaping the context for sustainability and how companies can tap into the power of story-telling to engender trust and empower their brands by seeking out new non-traditional partners in the social sector.