About Us
Our storyIt started with a question: is this it?
After spending decades working as marketers and strategists at award-winning agencies, world-class brands and global corporate powerhouses, we were all asking ourselves the same kind of questions — is this it? Is this the work we are going to be remembered for: getting more people to buy more stuff?
It just didn’t feel fulfilling or meaningful to us. So we committed ourselves to building a movement that would help business become a force for good.
That movement started with a book that quickly became a bestseller: “Good is the New Cool: Market Like You Give A Damn.” From this Conspiracy of Love was born, working with Fortune 500 leaders at companies like The Gap, Adidas, Sephora and more build cultures where people believe, belong, and perform.
Good is the New Cool is now a creative studio making stories and experiences that fill the Hope Gap — and spark courageous action. We work with leading Fortune 500 brands and media companies like Time Magazine to create compelling branded content that puts ‘cool’ in service of ‘good’.
We’d love to hear how we can help you,
Afdhel & Bobby
Our foundersFounded by best-selling authors, speakers and social entrepreneurs.
Afdhel Aziz
Founding Partner
Afdhel Aziz, a former Fortune 500 executive, transformed his career after witnessing the devastation of the Indian Ocean tsunami in his native Sri Lanka. Leaving behind two decades at Procter & Gamble, Nokia, Heineken, and Absolut Vodka to found Conspiracy of Love in 2017, a strategic consultancy advises global brands like The Gap, Sephora and Adidas on storytelling as the most powerful skill in the post-AI world. A sought-after keynote speaker who has spoken at Disney, Google and Microsoft, Afdhel is also co-author of the acclaimed Purpose Trilogy, a Forbes contributor spotlighting changemakers, and co-founder of Good is the New Cool, a creative dedicated to storytelling that bridges the “Hope Gap.” His prowess as an award-winning poet, novelist, and filmmaker reflect his lifelong passion for storytelling, and he serves on the board of Choose Love, supporting refugees worldwide. A graduate of King’s College London and the London School of Economics, he now lives in Los Angeles with his wife and son.
Bobby Jones
Founding Partner
Bobby Jones is a best-selling author, internationally recognized keynote speaker, entrepreneur, and co-founder of Good is the New Cool and Conspiracy of Love, two organizations that have helped shape the global conversation around purpose-driven business. For more than two decades, he has advised leaders at companies including Google, adidas, PepsiCo, Sephora, Unilever, Gap Inc., GSK, AB InBev, Mondelez, and many others on how to build brands, cultures, and organizations that drive both business growth and meaningful impact.
His work has been used by individuals and organizations in more than 140 countries, helping catalyze thousands of initiatives that have positively impacted millions of lives. As co-author of the bestselling Good is the New Cool series, Bobby has inspired executives, entrepreneurs, marketers, and changemakers around the world to see business as a force for good.
Today, Bobby is on a mission to Feed the Good—helping people and organizations unlock their highest potential by creating stories of hope, spaces for belonging, and pathways to possibility. Through his speaking, advisory work, writing, and ventures, he helps leaders build cultures where people don't just perform at their best—they become who they're here to be.
Passionate about purpose?
We’d love to hear from you. Let’s make something good together.