In this insightful and motivational talk based on his best-selling book ‘Good is the New Cool’ (co-authored with Bobby Jones), Afdhel Aziz shows how marketing (and marketers) can be a force for good and market to a new generation of Millennial and Gen-Z Conscious 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.
Consumers say they are four to six times more likely to purchase, protect and champion a brand that they believe has positive social and environmental impact. And this number sky rockets when you consider Millennials and Gen-Z, the two biggest and newest generations of consumers. How do traditional brands reinvent themselves for this new age of Conscious Consumers?
After a two-decade career leading brands at iconic companies like Procter and Gamble, Nokia, Heineken and Absolut Vodka, Afdhel Aziz co-wrote the #1 Amazon best-selling book on brand purpose 'Good is the New Cool: Market Like You Give A Damn' that has become the leading business book on the topic. His strategic consultancy Conspiracy of Love has worked with world-famous brands like Oreo, Adidas, and Coca Cola to help them reinvent themselves through Purpose, and in the process has helped them invest more than $5 million on causes such as childhood hunger, arts education, and racial justice in education.
Learn how to futureproof your brand for the next two generations of Conscious Consumers, by authentically reinventing it from the inside out - and learn tactics that help powerfully connect and communicate its values to drive sales, brand affinity and loyalty.
Attendees will gain:
1. Powerful data and insights on Conscious Consumers and what drives them
2. Illuminating strategic principles powerful principles like 'Think Citizens Not Consumers', 'Solve Problems from the Everyday to the Epic' and 'People are the New Media' that can be applied to any brand large or small
3. Inspiring brand case studies from Afdhel's work with major corporations like PepsiCo, Mondelez, MillerCoors, unpacking the 'how' of the process he took them on.