Good is the New Cool is a global movement founded by Bobby Jones and Afdhel Aziz, dedicated to bridging the hope gap with stories of inspiration, innovation, and impact. Through storytelling, we celebrate those who are reshaping our world, empowering individuals and organizations to create meaningful change..

Af and Bobby, storytellers with backgrounds in brand marketing, founded Good is the New Cool after realizing their purpose extended beyond selling products. Driven by a mission to uplift and inspire, they connect with pioneers, artists, and innovators around the world who build a brighter future

We produce a wide range of content across books, podcasts, editorial, film, and television. Each medium showcases intentional, impact-driven work that transforms lives and communities, celebrating those who lead with purpose.

Our book series provides leaders and creators with a framework for intentional, purpose-driven work that prioritizes impact over profit. These books empower readers to use creativity and resources to make a positive difference in the world.

GOODCon is our global festival series that brings together purpose-driven leaders, creators, and changemakers from around the world. Through inspiring events, GOODCon fosters dialogue on implementing bold, creative actions for impactful social change.

GOODCon hosts over 150 influential leaders from business, culture, and social impact sectors, each sharing insights on how to drive purpose-led change that shapes the future.

Conspiracy of Love is our sister company that partners with Fortune 500 brands like Adidas, Oreo, Microsoft, and Sephora. Together, we help organizations build cultures where employees feel valued, inspired, and committed to meaningful work that drives lasting success.

We work directly with organizations to tackle disengagement and foster purpose-driven cultures. Through workshops and consulting, we equip leaders with tools to align purpose with action, creating resilient and motivated teams.

We are expanding into storytelling mediums like film and television to fill “The Hope Gap” with inspiring, enlightening, and uplifting content. Projects include series like Solutionaries, which spotlights modern-day heroes tackling global challenges, and Champions of Change, pairing athletes with Gen Z activists to showcase impactful social change.

Our lifestyle content explores food, travel, sports, and innovation, blending entertainment with purpose. Through experiences like The Good Guide, we take viewers on adventures that celebrate local culture while leaving a positive impact.

Our manifesto embodies a community of like-minded, optimistic people united by a mission to build a better world. We believe in using creativity and purpose to inspire positive change and are committed to compassion, curiosity, and courageous action.

Join our community by exploring our content, attending events like GOODCon, and connecting with others who share a purpose-driven mindset. Follow us on social media, subscribe to our newsletter, and discover ways to contribute to a brighter future.

Yes, we offer a range of merchandise, including hoodies and apparel that reflects our brand and values. Visit our online store to view the latest collection and support the movement.