Market Like You Give a Damn will revolutionize how companies can position themselves and their brands, exploring a new philanthropy-based business model and the millennial pioneers driving it to entrepreneurial success.
Overwhelmingly, surveys and statistics show that millennials-despite having long taken the heat for their seemingly self-centered attitudes-value products from companies with morally justifiable ambitions far more than wasteful or seemingly amoral competitors; and as their influence on the marketplace grows, so too will the need for companies to adapt to their standards.
Equal parts self-help, how-to, and business journalism, Market Like You Give a Damn examines this blossoming brand philosophy and profiles its current supporters. It exposes a compelling new path for potential start-ups or small businesses while reaffirming an essential need for generosity and mindfulness. Companies like Toms shoes and Warby Parker, among others, may have been the architects of this humanitarian brand of capitalism, but Afdhel Aziz and Bobby Jones are its ambassadors.
About the Authors
Afdhel Aziz is currently Brand Director at Absolut Vodka, based in New York. He is a seventeen-year veteran global marketer and strategist who has worked for blue-chip companies, such as Nokia, Heineken, and Procter and Gamble. Aziz is an expert on how to deliver cutting-edge campaigns, content, and experiences that drive pop culture, working with artists, such as Lady Gaga, Swedish House Mafia, and Kanye West. His award-winning work has been featured in the "New York Times," Vice, Fast Company, "The Guardian, "Hypebeast, and more.
Bobby Jones has developed award-winning campaigns and strategies for Ford, Moet Hennessy, Adidas, and others. He currently serves as Peace First s Chief Marketing and Communications Officer, Jones is responsible for leading all marketing and communications efforts to help achieve Peace First s vision to create a new social norm where millions of young people are prepared, empowered, and committed to solving the world s biggest challenges with courage and compassion."
"Every business, brand, and individual involved in the business of brands should sit up and take note."
-Paul Woolmington, CEO, Canvas Worldwide
"Good Is the New Cool 's intersection of the three c's (culture, commerce, and conscience) is the winning formula for marketers who understand they are no longer selling to people, but now must engage with them."
-Carol Cone, CEO, Purpose Collaborative
"The beautiful thing is that a purpose-driven existence doesn't have to happen outside of your day job. Good Is the New Cool offers a clear and inspirational formula for individuals and brands to bring happiness and meaning into their everyday lives."
-TAUNA DEAN, Head of Social Purpose, adidas America
"Good Is the New Cool has defined inspiring and timeless principles that will benefit your business, whether big or small-find your purpose, build a community, tell your stories, and be real."
-JOE DAWSON, Director, Global Cultural Marketing & Social Impact, Sonos
"Bobby and Afdhel shine a light on the global changemakers using their creative influence for good, and illustrate how bold action can both push culture forward and lead to impactful and lasting social change."
-MICHAELLA SOLAR-MARCH, Global Director of Member Events & Programming, Soho House