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Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands - while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool - but now they need to be good, too.

Purpose is the buzzword of the moment, with socially conscious consumers, activist employees, and impact investors fueling the cultural revolution around business as a force for good. But what is Purpose? How do companies and brands discover and articulate it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way?

The Good Is the New Cool Guide to Meaningful Marketing is your guide to future-proof your brand with purpose-driven strategies and activations that meet the demands of the new world of conscious capitalism. This book takes listeners behind the scenes at some of the world's most famous brands—from purpose-driven pioneers like TOMS, the Honest Company, and Chobani, to household names like Oreo, Call of Duty, and Brand Jordan—to show you how a new wave of marketers are collaborating with values-driven creators of cool like Pharrell, Lady Gaga, and Justin Bieber.

Purpose is the buzzword of the moment, with socially conscious consumers, activist employees, and impact investors fueling the cultural revolution around business as a force for good. But what is Purpose? How do companies and brands discover and articulate it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? In their new podcast series, Good Is The New Cool: The Field Recordings, Bobby Jones and Afdhel Aziz meet the men and women on the purpose revolution’s front lines, taking you inside visionary companies like Patagonia, TOMS, and Participant ...

In the Good is the New Cool Guide to Conscious Business, conscious capitalism experts Afdhel Aziz and Bobby Jones deliver all of the knowledge and tools needed to discover, design, and deploy sustainable and inclusive growth within any organization. This book draws on stories, insights, and case studies from leaders at successful purpose-driven corporations around the world, from Fortune 500 giants like Unilever and Procter to tech disruptors like Tesla, Microsoft, and Airbnb, as well as beloved brands like Lego, Adidas, and Patagonia.

At a time when employee engagement has never been lower, the Good Is the New Cool Guide to Personal Purpose helps employees bring their full selves to work by helping them discover and use their personal Purpose to fuel their careers. This can lead to higher levels of physical, emotional, and mental health, as well as huge benefits to organizations in the form of higher levels of engagement, innovation, recruitment, and retention.