“Find Your Purpose”: Afdhel Aziz On How To Make Money & Do Good At The Same Time

“Find Your Purpose”: Afdhel Aziz On How To Make Money & Do Good At The Same Time
SHARE
THIS



Yesterday, our good friends over at UnLtd hosted a special brekky at Twitter HQ on how businesses can (and should) do more good. And who better to speak than Afdhel Aziz, inspirational keynote and all-round marketing and social impact whiz.

For the uninitiated, Afdhel Aziz is the author of Good is the New Cool : Market Like You Give a Damn, and has started a massive movement towards the purpose of businesses, and how people can not only love, but feel good about their work in the 21st century.

Obviously, his book (co-authored by Bobby Jones) was a huge success, and Aziz now tours the world as a professional speaker and consultant – and has spoken to tens of thousands of people, from New York to Stockholm to Mexico  – and now Sydney!

It took him and Jones four and a half years to write the book, during which they interviewed 21 people – all brands, non-profits and culture creators.

And what they found was that “some of the coolest brands on the planet were the ones doing the most good”.

And that doing good made them cooler, and more popular with consumers. Because people now have more leverage over brands, and they aren’t afraid to use it.

Aziz said we’ve seen this through celebrities (or culture creators) becoming activists, from Lady Gaga to Justin Beiber to Will Smith. And non-profits are getting on board as well – to get into one of the coolest festivals in New York city, you don’t buy a ticket, you do an act of good.

“We’re seeing these three waves: consumers who want the brands in their lives to do good, employees who want to work for companies that do good, and now investors that want to invest in companies that do good. All happening at the same time,” he said.

“Social activism is now the second leading driver of brand strength.”

And in case you were wondering, the number one driver is leading edge, or “cool”.

“Aesthetics matter, design matters, storytelling matters. It’s no longer enough just to go ‘hey we’re good, buy us’, you have to use all of these super powers to bring people into your brand,” Aziz said.

“[But] how do we use the power of the brand to connect with consumers, to make money and do good at the same time?” He asked.

Aziz used Unilever as an example. In their sustainable brands report, more than half of their growth was coming from sustainable brands – and now they’re trying to put sustainability and purpose at the heart of every brand under their wing.

“This is no longer a moral conversation they’re having, it’s an economical one,” Aziz said.

Consumers wouldn’t care if 75 per cent of brands disappeared. So Aziz said the fight was to keep your brand in that 25 per cent – which can be done by having a purpose and a heart within your brand.

“Find your purpose,” Aziz said.

“The average lifespan of a company has shrunk from 67 years to 15 years. Companies are going extent and dying faster. And our thesis is that those companies that don’t have a clear purpose, and don’t clearly show value to humanity are going to die out.

“[But] the world’s biggest problems are the world’s biggest business opportunities. Problems are goldmines,” he said.

And when you’re brand is solving problems, your customers will advertise for you – and make you more money. Simple, right?

Well, here’s a quick overview of Aziz’s thesis of how brands can make money and do good at the same time:

  1. Know your purpose. Know why you exist as a company beyond just making money.
  2. Find your allies that believe in a common purpose (this could be other brands, co-workers or culture creators).
  3. Think of people as citizens, not consumers. Think about them as multi-dimensional human beings beyond the point of transaction where they buy your product.
  4. Lead with the cool – have great storytelling, great design and great aesthetics to bring people in and don’t just preach about the good you’re doing.
  5. Dont advertise, solve problems
  6. People are the new media. Engaging people and having them rave about your brand is invaluable.

So what’s next for Aziz? B&T stole him away after for a little more probing.

“I think we’re just really at chapter one of this whole movement. And that’s what’s really exciting when you start to look ahead and see how it’ll grow and mature and more and more companies will come on board.

“We’re now starting to develop a TV show which will be pretty incredible to go and find examples of people doing inspiring things and social entrepreneurship,” he told B&T.

“The main goal [is] to have everybody feel like they could do something meaningful with the work they’re doing in their lives.”

Please login with linkedin to comment

Afdhel Aziz Good is the new Cool Social activism UNLTD

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]