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.

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.

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.

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.

Are you keen to understand key trends in sustainable and purpose-driven business, and how the COVID-19 worldwide pandemic has changed consumer expectations in the context of sustainability?

This data and inspiration-packed keynote will dive deep into trends across six key macro themes, including radical inclusivity, universal well-being, and sustainable futures. It will demonstrate how these trends will shape the way consumers think, connect, shop, and appraise brands in the years to come, with some far-out predictions of where they might lead next. This keynote will inspire audiences to dream bigger and empower them with insights and learnings to future-proof their business or brand.

This keynote is presented by Afdhel Aziz or Bobby Jones, both experts in sustainability, alongside Lucie Greene, who is 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.

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.

This three-hour workshop will help your teams and audiences apply and put into practice the trends and learnings from the “The Future of Good” keynote.

At the end of the workshop, participants will reach clarity and define the top 3-5 actions for their team to focus on, further explore, or test, so your organization is ready to act on the trends in a way that is powerful, transformational for your customers and business, and unique to your brand or company.