About Good is the New Cool

Our Story

We both spent decades working as marketers and enjoyed collaborating together on some amazing campaigns. A few years ago, we were at lunch catching up on work and life. During our conversation, it became clear that we were both asking ourselves the same questions – is this it? Is this the work we are going to be remembered for, getting more people to buy more stuff?

It just didn’t feel fulfilling or meaningful to us, and we knew we were not alone. Many of our colleagues at agencies, brands and media companies were feeling a crisis of meaningfulness in their work lives as well.

At the same time, we were seeing inspiring stories of people who were doing cool innovative work and making money while creating a positive impact in the world. We were really inspired to do the same. We committed ourselves to building a movement, which would help people to use business and culture as forces for good. Our first offering was the book Good is the New Cool: Market Like You Give a Damn, which was a top seller. And since then we have traveled the world helping tens of thousands of people who want to create a better world.

Afdhel Aziz

Afdhel Aziz is one of the world’s leading experts in brand purpose, marketing innovation, and social entrepreneurship. After 20 year career as an award-winning marketer at Procter and Gamble, Nokia, Heineken and Absolut Vodka, he is now the Founder and Chief Purpose Officer of Conspiracy of Love, a think-tank and idea incubator that helps Fortune 500 companies like Adidas, Sonos, Bacardi, Mars and Coty use culture and technology as a force for good.

His work has been featured in the New York Times, Vice, Fast Company, Forbes, Fortune, The Guardian, Coolhunting, Billboard, Hypebeast, Mashable and more. He is also an inspirational speaker who has spoken internationally at the Cannes Lions, SXSW, AdWeek, TEDx and Columbia University.

For more information visit afdhelaziz.com

Bobby Jones

Bobby Jones is one of the nation’s most respected experts in marketing to teen and millennial audiences. Bobby is currently Chief Marketing and Communications Officer (CMCO) of Peace First, where he leads all of its marketing and communications efforts to help young people in over 90 countries around the world to be powerful peacemakers, creating compassionate solutions to global and local injustices.

Prior to Peace First, Bobby was Vice President at Octagon North America, where he led the Octagon Access group, the nation’s preeminent team for global brands looking to effectively leverage sports, music, and entertainment to reach millennial and multicultural consumers. Bobby is a passionate advocate for youth empowerment and a renowned speaker who has spoken at the Vatican, United Nations, SXSW, PSFK, frank Gathering and Harvard University.

For more information visit mrbobbyjones.com