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 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 companies 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 businesses 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, Fast Company Innovation Festival, Advertising Week, Conscious Capitalism, and the Forbes CMO Summit. 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.


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.

The Principles of Purpose: How Business Can Be a Force for Good

 The age of conscious capitalism is here. But how do all these disparate drivers 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, drawn from his deep work with companies like Adidas, PepsiCo, Microsoft, and more, that will help you to 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 to Lead with Purpose

The 21st century leader needs to have the brain of a CFO, the heart of a storyteller, and the soul of an activist. But how can you, as a leader, find your inner purpose and tap into a deep and profound source of strength through service? This talk will reveal how, and is beneficial for leadership retreats and high performing teams.

DEI: 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. This talk is perfect for ERGs. Aziz has spoken on diversity at IBM, Bain Capital, and American Family Insurance.

The Future of Good: Key Trends in Sustainability and Social Impact

Are you keen to understand key trends in sustainable and purpose-driven business? Or how the COVID-19 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.

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.

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

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.