Afdhel Aziz

Afdhel Aziz

Expert on Purpose, Conscious Capitalism, and Social Entrepreneurship | Bestselling Author

Afdhel Aziz is one of the most inspiring leaders in the global movement of business as a force for good. After a 20-year career as a global marketer at Procter & Gamble, Nokia, Heineken, and Absolut Vodka, Aziz is now the Founder and Chief Purpose Officer at Conspiracy of Love, a B Corp-certified global purpose consultancy that helps Fortune 500 companies like Adidas, Red Bull, Facebook, Microsoft, Mondelez, AB Inbev, Diageo and Mars use culture and technology as a force for good.

As the co-author of Good is the New Cool: Market Like You Give a Damn, Aziz provides a provocative manifesto for a bold new model of marketing, which helps brands “do well by doing good.” His book was a #1 Amazon new release in philanthropy and charity and has been called “the new Ogilvy on Advertising. The Good is the New Cool series continues in Aziz’s second book, subtitled The Principles of Purpose, which provides leaders with a detailed road map to inspire innovation and new frontiers of growth. He also writes a column for Forbes on the power of purpose.

Aziz’s work has been featured in the New York TimesViceFast CompanyForbes, Fortune, The Guardian, Billboard, Mashable, and more. As an expert on delivering cutting edge campaigns, content, and experiences, he has worked with world-class artists such as Lady Gaga, Deadmau5, and Kanye West, as well as spoken at a number of renowned events including the Cannes Lions, SXSW, TEDx, Advertising Week, and the Forbes CMO Summit, and worked with companies as diverse as Levi’s, Crate and Barrel,, and many others.

Good is the New Cool: How to Market with Purpose

In this inspiring and motivational talk, Afdhel Aziz shows how marketing (and marketers) can be a force for good and market with purpose, by balancing profit with the ever-evolving needs of their consumers and communities.

Leading with Purpose: The Age of Conscious Capitalism

The age of conscious capitalism is here. The choice is clear — master the pivot to purpose or cede future market share to your competition. In this thought provoking and inspiring talk, Afdhel Aziz illuminates the nine essential strategies from his new book Good is the New Cool: The Principles of Purpose that you need to make the quantum leap that will future-proof your business.

How to Build a Culture Rooted in Purpose

Today, 87% of employees are disengaged in their work — what a waste of talent. What if you could turn that around, ignite the passion in your teams, and unleash their true potential? In this moving talk, Afdhel Aziz shows you how to activate purpose in your team so your organization can experience a quantum leap in psych and productivity.

The Power of Purpose: How to Discover Your Brand or Company Purpose

Duration: Full-Day Workshop


An intensive process designed to fast-track the discovery, definition and articulation of brand purpose where one doesn’t exist already. A combination of consumer insights analysis, visioning exercises and design sprints by a cross-functional team from brand marketing, CSR and agencies that leads to an ‘a-ha’ moment which gives the brand or company a clear Purpose-Vision-Mission-Values-Positioning framework that is the core of a successful purpose-driven brand.

A powerful experience that Afdhel has carried out at major Fortune 500 companies including Mondelez, AB Inbev and more.

Good is the New Cool: How to Design a Purpose-Driven Initiative

Duration: Full-Day Workshop


An inspirational and fun way to explore how a brand’s purpose can manifest itself in ways that are meaningful to its consumers. Using the proprietary 7 Step model from Good is the New Cool, Afdhel will lead a tailor-made session on how your brand can unearth how to think of Citizens Not Consumers, to Solve Problems from the Everyday to the Epic and to Lead with the Cool and Bake in the Good. Perfect for brand teams looking to unleash the power of purpose to design new and compelling and find new ways to connect with its consumers in ways that create positive social or environmental impact.

A breakthrough format which Afdhel has used at world-class brands such as Red Bull, Adidas, Oreo, Skittles, and more.

GPS: How to Find Your Purpose at Work

Duration: Half-Day Workshop


This half-day workshop is perfect for leaders who want to help their employees find their individual purpose — and see how it can be unleashed in line with their organization’s overarching purpose. We ask, what are your Gifts (your corporate super-powers)? What are your Passions (those causes and issues that keep you fired up?) And, how can you be of Service (to each other, to your organization, and to the world)? At the intersection point lies your individual purpose which allows you to bring your whole self to work, and the key to success within your organization.

A transformational workshop that Afdhel has carried out at companies like Facebook, Microsoft, and The North Face.