Afdhel Aziz is a speaker, writer and award-winning marketer who has worked for brands such as Procter & Gamble, Heineken, Nokia and Absolut for 20 years. He is currently Founder and Chief Purpose Officer at Conspiracy of Love, a think-tank and idea incubator that helps Fortune 500 companies like Adidas, Sonos, Bacardi, Mars, Coty and Facebook 'make money AND do good by harnessing the power of culture and technology.’

He has been a featured speaker at the Cannes Lions, SXSW, TEDx, Advertising Week, The Gathering, the Chief Digital Officer Conference: Silicon Valley, Columbia University and many more. His work has been featured in the New York Times, Vice, Fast Company, Forbes, Fortune, The Guardian, Coolhunting, Billboard, Hypebeast, Mashable and more.

He is the co-author of the book Good is the New Cool: Market Like You Give a Damn which explores how purpose-driven brands like Warby Parker, The Honest Company and Zappos attract loyal customers through their mission of ‘doing well by doing good’—and also retain the best talent by helping employees find meaningfulness in their work.

He is also an inspirational keynote speaker who has spoken internationally at the Cannes Lions, South by SouthWest, AdWeek, TEDx and the Forbes CMO Summit, as well as at companies like Facebook, Crate and Barrel, and many others.

In addition to co-hosting the ‘Good is the New Cool’ podcast series in association with Soho House , he also writes ‘The Power Of Purpose’ column in Forbes on the topic of business and social impact.

He has a Masters Degree in Media and Communications from the London School of Economics, and an BA Honors Degree in English Literature from King's College London.



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 the can meaningful work.


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. Using powerful stories of everyday people who have found ways to do extraordinary things in their work, and unlock their purpose, he inspires people to go on their own purpose journey, 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?


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 shares examples of brands from Starbucks, Facebook, Tesla, Patagonia and many others to help introduce the topic in a clear and insightful way.

What I love about Afdhel is the way he draws people in. I keep asking him to speak at my storytelling seminar because his warmth and enthusiasm are so infectious you just can’t help but be engaged.
— Columbia Digital Storytelling Lab