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, activists 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
Top-selling author, renowned international speaker and strategist, Bobby is an expert on Conscious Capitalism. He empowers employees, business leaders and brand-builders with tools to unlock their Purpose and grow their businesses by being of service to others. With over a decade of senior leadership in Purpose-driven marketing, Bobby has delivered keynotes, consultations and workshops to some of the best-known businesses, NGOs, celebrities and change-makers around the globe — helping people in around 140 countries develop solutions to global challenges.
Passionate about purpose?
We’d love to hear from you. Let’s make something good together.