The document discusses how doing good and having a positive social impact has become increasingly important to brands, consumers, and popular culture. It notes that major brands are seeing that sustainable and socially conscious products are growing faster than their other lines. The document also explores some of the key drivers behind this trend, including new expectations from millennials and Gen Z, the disruption of traditional advertising models, and a crisis of meaningfulness felt in the marketing industry. It profiles several brands and organizations that have pioneered new business models harnessing culture and commerce to drive social good.

1. G O O D I S T H E N E W C O O L
i s t h e n e w

2. G O O D I S T H E N E W C O O L
whO
wE
aRE

3. G O O D I S T H E N E W C O O L
OUR PURPOSE
We wrote this book to serve
the world changers; the
innovators and provocateurs
that believe in using
business and culture as
forces for good.

4. G O O D I S T H E N E W C O O L
#1 New
Release on
Amazon
Philanthropy
and Charity

5. G O O D I S T H E N E W C O O L
What
Was
Happening
Around
Us?

6. G O O D I S T H E N E W C O O L
BRaNdS:
dOiNg
WELL
By dOiNg
GOOD

7. G O O D I S T H E N E W C O O L
The
Architects
of Cool
Are
Activists
LADY GAGABEYONCÉ LEBRON
JAMES

8. G O O D I S T H E N E W C O O L
PENCILS FOR
PROMISE
CHARITY
WATER
GLOBAL CITIZEN
FESTIVAL
The NEW
NON PROFITS
Harnessing the
power of cool

9. G O O D I S T H E N E W C O O L
01
Grew even faster than
they did in 2014
02
Delivered nearly half
Unilever’s growth
03
Grew significantly
faster than the rest of
the business
04
Included — Knorr,
Dove, Dirt Is Good,
Lipton and Hellmann’s
unilever SUSTAINABLE LIVING BRANDS summary:
Major Multi-Nationals Were Seeing the Same Thing

10. G O O D I S T H E N E W C O O L
CULTURE
COMMERCE
CONSCIENCE

11. G O O D I S T H E N E W C O O L
Why
Was
This
Happening?

12. G O O D I S T H E N E W C O O L
new expectations
33+33+34technological disruption
crisis of meaningfulness
from Millennials and
Gen-Z of the brands in
their lives
of traditional advertising - and
the opportunities it created
within the marketing and advertising communities
THREE KEY DRIVERS

13. G O O D I S T H E N E W C O O L
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
95%
$2.5 tRilliON
MILLENNIALS HAVE A GLOBAL ANNUAL SPENDING POWER OF
WOULDSWITCHFORAGOODCAUSE

14. Every you
spend ,
you’re casting
a vot for the
kind of world
you want.
Anne Lappe, Writer and Activist
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

15. G O O D I S T H E N E W C O O L
Technology
is Disrupting
Advertising
like it did
the Music
Business
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

16. 275 M
users
JAN2010 JAN2011 JAN2012 JAN2013 JAN2014 JAN2015 JAN2016
50 M
100 M
150 M
200 M
250 M
275 M
THE GLOBAL RISE OF AD BLOCKERS
G O O D I S T H E N E W C O O L

17. G O O D I S T H E N E W C O O L
Personal:
The Crisis of
Meaningfulness
in Marketing

18. G O O D I S T H E N E W C O O L
+13+35
13%
35%
13+16
13%
16%
13+1513%
15%
11+23
11%
23%
MARKETERS
CONSUMERS
Advetising/Marketing
DancerActor/Actress PR Professional
LEAST FOUR VALUABLE PROFESSIONS TO SOCIETY
THE CRISIS OF MEANINGFULNESS IN MARKETING

19. Ho w d o we
d o th at
gets u s i n to
t he mountain ?
Jeff Benjamin, Creative
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

20. G O O D I S T H E N E W C O O L
Who
was
creating
new
models?

21. G O O D I S T H E N E W C O O L
mEmBERS Of
thE mOvEmENt

22. G O O D I S T H E N E W C O O L
How to Make MOnEy & Do Good by Harnessing the Power of Cool
6
People
are
the New
Media
14+14+15+14+14+14+15THE
GOOD
IS THE
NEW COOL
MODEL
1
Know Your
Purpose
2
Find Your
Allies
3
Think
Citizens
not
Consumers
4
Lead with
the Cool
5
Don’t Advertise
Solve Problems
7
Back up the
Promise with
the Proof

23. know
purpose
G O O D I S T H E N E W C O O L

24. M y j ob i sn ’ t to
b e r emembered.
M y jo b i s to
l e a v e a p o s i t i v e
impact th ro u g h
m y fa mi ly an d
m y wo rk .
Scooter Braun, Entrepreneur
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

25. find
allies
G O O D I S T H E N E W C O O L

26. G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
There are so many
m o d e l s out there…
whether you are
a retail br a n d
or
a luxury br a n d ,
that haven’t been
thought of as yet.
Jenifer Willig,
Founder Whole World Water

27. citizens
notconsumers
G O O D I S T H E N E W C O O L

28. Dri vi n g
compassion & empathy,
is n’t th at ju st a
to li ve li fe?
Ahmen, Troublemaker Movement
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

29. with the
cool
G O O D I S T H E N E W C O O L

30. We k n o w w h at
w e stan d f o r at
i a m O TH E R;
w e k n o w w e stan d for
in div idu al it y. Peop le
expect n ew ideas fr om
u s, t h in g s t h at h ave n’t
been do n e bef o re .
M im i Vald ez ,
C h ief C reative Of f ic er, i am OTHER
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

31. G O O D I S T H E N E W C O O L
DON’T
ADVERTISE
SOLVE

32. EPICsolve problems
G O O D I S T H E N E W C O O L

33. ARE THE
NEW
MEDIA
G O O D I S T H E N E W C O O L

34. People a r e c onnec te d
to bran d s that have a
story and they want to
know that story and the y
want to b e c onnec te d
to t hat story.
Andy Tu
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

35. BACK
UP THE
PROMISE
WITH
G O O D I S T H E N E W C O O L

36. G O O D I S T H E N E W C O O L
Think
Transformational
not Transactional

37. G O O D I S T H E N E W C O O L
80+12+8
CORPORATIONS HAVE MORE RESOURCES THAN GOVERNMENTS
WHERE
ARE THE
RESOURCES?
NONPROFITS
$1.2 Trillion
GOVERNMENT
$3.1 Trillion
CORPORATIONS
$20.1 Trillion
Source: Michael Porter Ted.com

38. G O O D I S T H E N E W C O O L
Find your Allies
Start with what you have
Clarity follows action
Don’t fear brandwashing
Respect the Proportions
Practice the Golden Rule
Add some good to the brief
Share your Work
Pay it Forward
1
2
3
4
5
6
7
8
9
9 steps to get started

39. G O O D I S T H E N E W C O O L
Now
it’s
up to
You

40. G O O D I S T H E N E W C O O L
i s t h e n e w