Afdhel Aziz and Bobby Jones are two marketeers on a mission : to prove that brands can generate profits AND do good, all by harnessing the power of pop culture.

‘Good is the New Cool’ explores the seismic shift in cultural values taking place today - where doing ‘Good’ has become ‘Cool’. The book tracks a new generation of leaders who believe that using their talents, creativity and resources to impact the greater good is the coolest thing they could do - and that everyone can find a way to get involved.

The book tracks thought leaders from the world of brand marketing, non-profits and arts and culture who are finding new ways to ally themselves with each other to create bold new models for social impact that go far beyond conventional CSR or Cause Marketing.

From in-depth interviews and research, it distills these learnings down to 7 Key principles that anyone in any organization can follow. 

The book is due to be published by ReganArts in late 2016 and is available for pre-order on Amazon.