Thank you for visiting GOOD IS THE NEW COOL.
Good is the New Cool connects and serves a global movement of world-changing entrepreneurs, creators, and innovators using business and culture as forces for good. We share inspiring stories across books, films, and podcasts that show people how to use their talents and resources to create a better world. We also create engaging experiences to help leaders learn how to implement bold creative actions to lead to impactful social change.
Let us tell you a bit about ourselves.
We both spent decades working as marketers and enjoyed collaborating on some fantastic campaigns. A few years ago, we were catching up on work and life at lunch. During our conversation, it became clear that we were both asking ourselves the same questions – is this it? Is this the work we will 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 corporations, agencies, and brands also felt a crisis of meaningfulness in their work lives.
At the same time, we saw inspiring stories of people doing cool,
innovative work and making money while positively impacting the world. We were inspired to do the same. We committed ourselves to building a movement that would help people use business and culture as forces for good.
This idea gave life to GOODCon – a global festival of good celebrating the most inspired purpose-led ideas and innovations around the world.
Our first offering was the book GOOD IS THE NEW COOL: Market Like You Give a Damn, which was a best seller. It tracks the seismic shift in cultural values taking place today, how doing ‘Good’ has become ‘Cool’. The book teaches a new generation of leaders to believe that using their talents, creativity and resources to impact the greater good is the coolest thing they could do.
In 2021, we released a second book, The Principles of Purpose. It delivers the first detailed road map for corporate leaders wishing to unleash the power of purpose to achieve inspired innovation, engaged employees, and new frontiers for growth.
Our sister company Conspiracy of Love helps Fortune 500 companies and iconic brands like Adidas, Oreo, Microsoft and Red Bull find new ways to connect with conscious consumers, inspire purpose-driven employees and attract loyal impact investors
Our sister company Conspiracy of Love helps Fortune 500 companies and iconic brands like Adidas, Oreo, Microsoft and Red Bull find new ways to connect with conscious consumers, inspire purpose-driven employees and attract loyal impact investors.
We have been fortunate to travel around the world, connecting and serving tens of thousands of people who want to create a better world.
We look forward to connecting with you here. Please check out the content and meet some new allies in purpose.
Be good, be kind and don’t forget to look after each other,
Bobby and Afdhel