Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla, Patagonia and Adidas leading the cultural revolution around business as a force for good. But what is purpose? What are some of the myths and misconceptions around it? And how can C-suite leaders in business and culture harness its power in order to create compelling brand propositions for a new generation of socially aware consumers — as well as attracting the best employee talent who want to do meaningful work?

In this illuminating talk, Afdhel Aziz reveals principles distilled from his consultancy Conspiracy of Love (which works with Fortune 500 companies like Red Bull, Adidas, Mondelez, Diageo and more) and his Forbes column “The Power Of Purpose” that unlock purpose authentically and help introduce the topic in an inspiring and uplifting way.

In this new era of expectations from consumers that the brands in their lives not only stand for something positive, but tangibly contribute to solving social and environmental issues, ‘purpose’ has become the fifth P of marketing – joining product, price, place and promotion as key success factors.

Afdhel Aziz will share thought-provoking principles from his bestselling book Good is the New Cool: Market Like You Give a Damn  like “Think Citizens Not Consumers”, “People are the New Media” and “Don’t Advertise Solve Problems” will not only help brands future-proof themselves for the next two generations of conscious consumers (Millennials and Gen-Z) — and create compelling new ways to make money and do good, by harnessing the power of cool.

Afdhel has customized this talk to make it relevant for many industries from CPG, Energy and Fashion to Real Estate, Technology and Hospitality, and is happy to create a bespoke version for your needs.

In this talk, Afdhel explores the existential crisis facing humanity in the 21st century: the fact that only 13% of people like what they do for a living. In particular, with Millennials and Gen-Z entering the workforce, companies need to find new ways to attract and retain the best talent by showing them how their work ladders up to positive social and environmental impact.

Using powerful stories of everyday people who have found ways to unlock their purpose and do extraordinary things in their work, he shows how people within corporations can unlock their purpose, using the revolutionary GPS to Purpose model which asks: What are your Gifts? What are your Passions? How can you be of Service to others?

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.

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.

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.