Good Is the New Cool Guide to Conscious Business
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- ISBN 9781394284474
- Weight: 499g
- Dimensions: 160 x 231mm
- Publication Date: 24 Mar 2025
- Publisher: John Wiley & Sons Inc
- Publication City/Country: US
- Product Form: Hardback
- Language: English
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How brands can evolve to win with conscious consumers
In the Good is the New Cool Guide to Conscious Business: How Companies Can Drive Growth Through Positive Impact, conscious capitalism experts Afdhel Aziz and Bobby Jones deliver all of the knowledge and tools needed to discover, design, and deploy sustainable and inclusive growth within any organization.
This book draws on stories, insights, and case studies from leaders at successful purpose-driven corporations around the world, from Fortune 500 giants like Unilever and Procter to tech disruptors like Tesla, Microsoft, and Airbnb, as well as beloved brands like Lego, Adidas, and Patagonia.
In the last decade, corporations were required to meet the digital age's challenges and opportunities. Today, corporations must meet the purpose-based demands of consumers, employees, and investors—or get left behind. In this book, readers will learn about:
- The seven qualities of an inspiring and motivating purpose statement
- Harnessing nine principles of purpose, including “Purpose doesn't have to be political,” “Purpose is about putting your money where your mission is,” and “Purpose is about measuring what you treasure”
- Understanding the rise of impact investors and measuring the ROI of purpose-based corporate initiatives
Thought-provoking, accessible, and inspiring, the Good Is the New Cool Guide to Conscious Business earns a well-deserved spot on the bookshelves of all C-suite business leaders seeking a new vision to transform their organizations, and the world, for the better.
AFDHEL AZIZ is the Chief Purpose Officer of Conspiracy of Love, a global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondelēz, Microsoft, and more. He is also the Co-Founder of Good Is the New Cool, a creative studio and incubator.
BOBBY JONES is a visionary entrepreneur and inspiring storyteller whose work has helped leaders in over 140 countries drive meaningful innovation and growth. He is a Co-Founder of Conspiracy of Love, Good Is the New Cool, and RIVET, and inspires audiences through keynotes and workshops to find fulfillment in their work.
