Marketers today face unprecedented challenges as consumers demand more from brands--they want products that are not only stylish but also sustainable and socially impactful. Every dollar spent is a vote for the kind of world consumers want to live in, giving them the power to shape a future where cool and responsible coexist. To thrive in this landscape, brands need to do more than just sell; they must inspire and connect with purpose. In the Good Is the New Cool Guide to Meaningful Marketing, Afdhel Aziz and Bobby Jones, Co-Founders of leading purpose consultancy Conspiracy of Love (which advises Fortune 500 companies like Coca-Cola, Adidas, Sephora and The Gap) reveal this seismic shift in the zeitgeist that they predicted, where doing social good has the potential to quickly propel a brand to great heights, and how marketing has a crucial role to play in this brave new world. From leaders at brands like Oreo, Chobani, and Brand Jordan at Nike, and cutting edge nonprofits like Choose Love, RIVET and PRODUCT (RED), to the managers of superstars like Lady Gaga, Pharrell and Justin Bieber, the book interviews pioneers who are leading this new movement so that you can learn from their success. Readers will also learn about the three key factors driving this cultural change, from conscious Millennial and Gen-Z consumers, to technological disruption, and learn a unique marketing model featuring principles like Think Citizens Not Consumers, Don't Advertise Solve Problems, and Back Up the Promise with the Proof, to show how to authentically and profitably practice purpose-driven marketing. The Good Is the New Cool Guide to Meaningful Marketing is an essential read for all business leaders, executives, managers, and entrepreneurs seeking to leverage marketing strategies to rise to the challenge of creating a better world--and experience greater business success while they do it.