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Afdhel Aziz

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

Three Concurrent Shifts Affecting Companies Right Now
The Moment I Realised Businesses Can Drive Positive Change
Finding Purpose
Three Concurrent Shifts Affecting Companies Right Now
The Moment I Realised Businesses Can Drive Positive Change
Finding Purpose

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 visionary marketer at Procter & Gamble, Nokia, Heineken, and Absolut Vodka, Aziz quit corporate life to tackle one of the biggest problems facing both individuals and organizations today — how to find purpose and meaning in their work and unlock the enormous power of business to do good in the world.

Aziz is the founder and chief purpose officer at Conspiracy of Love, a global purpose consultancy that works with Fortune 500 companies to grow their business by doing more good in the world. Past clients have included Adidas, PepsiCo, Sephora, Microsoft, Unilever, Diageo, AB Inbev, and more. Conspiracy of Love has helped major brands invest millions of dollars into causes like racial justice in education, food insecurity, childhood hunger, and arts education, partnering them with leading non-profits. It is a proud minority-owned business and Certified B Corp.

As an internationally renowned keynote speaker, Aziz has spoken at such high-profile events as the Cannes Lions, SXSW, Forbes CMO Summit, Advertising Week, Conscious Capitalism, and the Fast Company Innovation Festival. He has also lectured on purpose at Columbia University, New York University, Pepperdine, and the IMD Business School.

Aziz is the co-author of two bestselling books, Good is the New Cool: Market Like You Give a Damn, and the follow-up, The Principles of Purpose. He also writes a column for Forbes on the power of purpose. Good is the New Cool is now a creative company and incubator that produces books, podcasts, TV shows, and a global conference series called GoodCon that has taken place in Los Angeles, London, Sydney, and New York.

Speaking topics

Presentations listed below include in-person and virtual keynotes, as well as workshops, fireside chats, and other presentation formats.

  • Good is the New Cool: How to Market to Millennial and Gen-Z Conscious Consumers

    In this insightful and motivational talk, Afdhel Aziz shows how marketing (and marketers) can be a force for good and market to a new generation of Millennial and Gen-Z consumers, by balancing profit with the ever-evolving needs of their consumers and communities. Aziz has spoken on this topic at companies like Levi’s, PepsiCo, Mondelez, and many others.

  • Purpose is the New Digital: Why Your Company Needs a Purpose Transformation

    The age of conscious capitalism is here. But how do all these disparate drives like ESG, DEI, and Sustainability fit together? How do leaders serve multiple stakeholders like conscious consumers, activist employees, and impact investors? In this thought provoking and inspiring talk, Afdhel Aziz illuminates the nine essential strategies from his bestselling book, Good is the New Cool: The Principles of Purpose, which is drawn from his deep work with companies like Adidas, PepsiCo, Microsoft, and more, to help you make the quantum leap that will future-proof your business.

  • GPS to Purpose: How to Help your Employees Find Purpose and Meaning In Their Work:

    In the wake of the great resignation, employees are looking for meaning — not just money. Purpose and a paycheck is the new normal.

    In this transformational talk, Afdhel Aziz shows you how to use the revolutionary “GPS to Purpose” framework to inspire and motivate your employees. Aziz has given this talk to great acclaim at companies like Facebook, Microsoft, HP, and The North Face.

  • How Embracing Your Diversity Unlocks Your Superpowers

    Immigrant. Muslim. Sri Lankan. South Asian. Afdhel Aziz is all of these things and more. In this honest, funny, and inspiring talk, he shares his journey through corporate life in the UK and the US, and how he gradually came to realize that instead of being a chameleon and blending in, true success came from embracing his authentic identity and bringing his whole self to work. Finding your purpose starts with finding yourself.

    Aziz has spoken on diversity at IBM, Bain Capital, and American Family Insurance. This talk is perfect for ERG Groups and Diversity Days.

  • The Future of Good: Key Trends in Sustainability and Purpose-Driven Business

    What is the future of sustainability? What key trends and innovations should you know about to future-proof your business for a consumer who is more purpose-driven than ever? And how has the COVID pandemic changed how consumers look at the world, you, and your business in the context of sustainability and doing good?

    In this data and inspiration-packed keynote, purpose strategist Afdhel Aziz and futurist Lucie Greene of Light Years will present key macro themes in sustainability and purpose-driven business that will shape the way consumers think, connect, shop, and appraise brands in the years to come, including some incredible Moonshots of where they might lead next.

    This keynote is presented by Afdhel Aziz or Bobby Jones, both experts in sustainability, alongside Lucie Greene, an expert in trends forecasting. It can be tailored to your industry sharing key insights impacting and transforming your sector today and far into the future.

  • WORKSHOP: Good is the New Cool: Discovering Purpose

    In this workshop, Afdhel Aziz will take you through a rigorous process designed to fast-track the discovery, definition, and articulation of your brand/company purpose.

    You will complete the Purpose Framework for your business/brand and reflect on questions such as:

    • What does the world need (zeroing in on culture, category, consumers, etc.)?
    • What is our organization/brand uniquely positioned to create/impact (zeroing in on employee passions, our origins, leadership, etc.)?
    • What lies at the intersection of the two to help us discover our purpose?

  • WORKSHOP: Good is the New Cool: Deploying Purpose

    In this workshop, your team will explore and ideate how you can bring your brand’s purpose to life in ways that are meaningful to its customers as citizens, employees, stakeholders, and society at large.

    You will learn to apply the proprietary seven-step Good is the New Cool model which will take you step-by-step to a well-thought through purpose activation strategy and answer questions such as:

    • How can we lead with the Cool and Bake in the Good when designing breakthrough products, services, or platforms?
    • In which social purpose territory should we drive positive impact?

  • WORKSHOP: Good is the New Cool: GPS to Purpose

    This workshop is perfect for high-performing teams that need to find the spark of individual purpose and see how it ladders up to their organization’s overarching mission.

    In this workshop, you will be inspired by what is possible when you tap into your personal purpose. You will apply the revolutionary GPS Model and ask:

    • What are my Gifts (my corporate super-powers)?
    • What are my Passions (those causes and issues that keep me fired up)?
    • How can I be of Service (to each other, to my organization, and the world)?

  • WORKSHOP: The Future of Good

    What’s now, next, and beyond for purpose-driven brands, and what you can do now to take action?

    This workshop is perfect for those interested in future-proofing their organization and keeping it in sync with current trends.

    In this three-hour workshop, purpose strategist Afdhel Aziz will guide you through key trends in sustainability and purpose-driven business. Together, you will:

    • Apply the trends to your business or brand.
    • Run visioning and brainstorming exercises.
    • Arrive at 3-5 key actions for your teams to take after the workshop.

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Related Content

More great information and resources.

Books

  • The Principles of Purpose
    Good is the New Cool: The Principles of Purpose

    Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla,...

    → Read More
  • God is the New Cool: Market Like You Give a Damn
    Good is the New Cool: Market Like You Give a Damn

    Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts,...

    → Read More

Articles

Client reviews

  • American Society of Association Executives

    Afdhel Aziz presented an inspiring keynote at our virtual conference. We had to pivot rather quickly from an in-person conference to a virtual offering and he was a joy to work with. He shared a message of hope during a time of uncertainty and reminded us of the power of associations and that during times of crisis, “resilience is a responsibility” and our purpose is to do what we can to lift up the vulnerable. His message was just what we needed to hear during a time like this! We would definitely book him again for another ASAE event!

  • Meridian CU

    Afdhel’s presentation radiates passion and authenticity and it struck a chord with participants. There was a palpable energy in the room as our senior leaders took time to work through their “GPS to Purpose”. Thank you Afdhel, we welcome you back anytime.

  • YPO Euro-LATAM

    His storytelling ability coupled with a unique engagement with the audience, tempo, charisma, and tone — all with a uniquely powerful and genuine message — will surely open eyes, make you smile, and question your entire approach to doing business. I wholeheartedly recommend Afdhel as a resource.

  • Ultragenyx

    I can’t say enough about how great it was to work with Afdhel Aziz. He is a very engaging speaker whose message was EXACTLY what our organization needed to see and hear in that moment. Showing how one’s purpose can contribute to their company’s overarching mission was right on time! I look forward to being able to bring Afdhel back in person to facilitate some of his workshops.

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