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Afdhel Aziz        

Leading Expert on Corporate and Brand Purpose, Conscious Leadership & How Business Can Be a Force For Good

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, where he created ground-breaking partnerships with everyone from Lady Gaga to TED, 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 — including Adidas, Red Bull, Facebook, Microsoft, Mondelez, AB Inbev, Diageo, and Unilever — to use culture and technology as a force for good. Conspiracy of Love is a proud Minority-Owned Business and Certified B Corp, joining the community of companies like Patagonia, Ben and Jerry's, Seventh Generation, and more who believe in business as a force for good.

As the co-author of "Good is the New Cool: Market Like You Give a Damn," Aziz provides a provocative manifesto for a bold new model of marketing, which helps brands “do well by doing good.” His book was a #1 Amazon new release in philanthropy and charity and has been called “the new Ogilvy on advertising.” The "Good is the New Cool" series continued with the release of Aziz’s second book, subtitled "The Principles of Purpose." It is a handbook for CEOs looking to transform their companies into forces for good. He also writes a weekly column for Forbes on the power of purpose.

As an internationally renowned keynote speaker, Aziz has spoken at such high-profile events at the Cannes Lions, SXSW, Fast Company Innovation Festival, Advertising Week, Conscious Capitalism, and the Forbes CMO Summit, and at leading blue-chip companies as diverse as JP Morgan, Facebook, Levi’s, Crate and Barrel,, and many others.

Speech Topics

Purpose is the New Digital: Why Your Company Needs a Purpose Transformation

The age of conscious capitalism is here. But how do all these disparate drives 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 best-selling 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.


Immigrant. Muslim. Sri Lankan. South Asian. Proud member of the AAPI Community.

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.

Afdhel has spoken on Diversity, Equity and Inclusivity at IBM, Bain Capital and American Family Insurance. This talk is perfect for ERG Groups and Diversity Days.

Good is the New Cool: The Power of Purpose

Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla, Patagonia and Airbnb leading the cultural revolution around business as a force for good. But what is brand purpose? What are some of the myths and misconceptions around it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders 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 shares examples of brands from Starbucks, Facebook, Tesla, Patagonia and many others to help introduce the topic in a clear and insightful way.

How to Love Your Work in the 21st Century: How to Motivate Millennial and Gen-Z Employees

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. Especially 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 do extraordinary things in their work, and unlock their purpose, 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?

Good is the New Cool: How to Market to Millennials and Gen-Z Consumers

In this inspiring and motivational talk, Afdhel shows how business can be a force for good, by balancing profit with the needs of their consumers and communities. He shares some of the insights from researching purpose-driven brands like Warby Parker, Adidas, The Honest Company and Zappos, who are creating a revolution in business by ‘doing well by doing good’. Thought-provoking principles from his book ‘Good is the New Cool' like 'Think Citizens Not Consumers’, 'People are the New Media' and ‘Don’t Advertise Solve Problems'' will help businesses future-proof for the Millennial and Gen-Z generations of conscious consumers - and also attract the best employee talent who are drawn to organizations where they can do meaningful work.’ 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. Watch him get a standing ovation at the National Apartment Association conference below.


The Power Of Purpose: The Business Case For Purpose (All The ...
The Power Of Purpose: The Business Case For Purpose (All The Data You Were Looking For Pt 1). Afdhel AzizContributor. Opinions expressed by Forbes ...

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