Consumer expectations are changing. There's an escalating distrust of traditional advertising among Millennial and Generation Z audiences and a major shift towards experiential marketing. Consumers want an emotional connection over products, sharing over sole ownership, and entrepreneurship over employment. On Wednesday, March 22, 2017 at 1:30 PM EST, co-authors of Good is the New Cool: Market Like You Give a Damn Afdhel Aziz and Bobby Jones taught their 7 principles for reaching customers and attracting top talent. If you're interested in learning more about how Catalant can help connect you to marketing leaders like Afdhel and bobby, check out our website at gocatalant.com.

1. Catalant presents:
Good Is the New Cool

2. G O O D I S T H E N E W C O O L
I S T H E N E W
@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones

3. G O O D I S T H E N E W C O O L
WHO
WE
ARE

4. THE T WO MOST
IMPORTANT DAYS IN
YOUR ARE THE
DAY YOU WERE BORN
- AND THE DAY YOU
FIND OUT WHY.
MARK TWAIN, WRITER
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

5. 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.

6. G O O D I S T H E N E W C O O L
#1 NEW
RELEASE ON
AMAZON
PHILANTHROPY
AND CHARITY

7. G O O D I S T H E N E W C O O L
WHAT
WAS
HAPPENING
AROUND
US?

8. G O O D I S T H E N E W C O O L
BRANDS:
DOING
WELL
BY DOING
GOOD

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
LEBRON
JAMES
THE
ARCHITECTS
OF COOL
ARE
ACTIVISTS LADY GAGABEYONCÉ

11. G O O D I S T H E N E W C O O L 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

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

13. G O O D I S T H E N E W C O O L
WHY
WAS
THIS
HAPPENING?

14. 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

15. G O O D I S T H E N E W C O O L
MILLENNIALS & GEN Z HAVE HIGHER EXPECTATIONS OF BRANDS
NEARLY 64% WON’T TAKE A JOB
if a potential employer doesn’t have strong
corporate social responsibility (CSR) practices.
85% OF GEN Z EMPLOYEES
believes companies have an obligation
to help solve social problems.

16. 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

17. EVERY YOU
SPEND ,
YOU’RE CAS T ING
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

18. 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

19. 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

20. G O O D I S T H E N E W C O O L
PERSONAL:
THE CRISIS OF
MEANINGFULNESS
IN MARKETING

21. 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

22. H OW DO WE
DO TH AT
GETS U S I NTO
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

23. G O O D I S T H E N E W C O O L
WHO
WAS
CREATING
NEW
MODELS?

24. G O O D I S T H E N E W C O O L
MEMBERS OF
THE MOVEMENT

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

26. KNOW
YOUR
G O O D I S T H E N E W C O O L

27. 5
PURPOSE
5TH P
G O O D I S T H E N E W C O O L

28. G O O D I S T H E N E W C O O L
D ON ’T C H A S E
THE PAPER,
C H A S E TH E DREAM.
FROM THE MOVIE ‘NOTORIOUS’

29. G O O D I S T H E N E W C O O L
M Y J OB I SN ’T TO
BE REMEMBERED.
MY JO B I S TO
L E A V E A P O S I T I V E
IMPACT THROUGH
MY FAMILY AND
M Y WO RK .
SCOOTER BRAUN, ENTREPRENEUR

30. FIND
YOUR
G 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 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 B R A N D
OR
A LUXURY B R A N D ,
THAT HAVEN’T BEEN
THOUGHT OF AS YET.
JENIFER WILLIG,
FOUNDER WHOLE WORLD WATER

32. THINK
NOTCONSUMERS
G O O D I S T H E N E W C O O L

33. G O O D I S T H E N E W C O O L
IF PEOPLE
WEREN’T PART OF
IT, T HEY HAD NO
O W N E R S H I P
OF IT.
F ERN AN D A ROM ANO,
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

34. LEADWITH THE
G O O D I S T H E N E W C O O L

35. G O O D I S T H E N E W C O O L
WE K N O W W H AT
W E STAN D F O R AT
i a m OT HE R;
W E K N O W W E S TAND FOR
IN DIV IDU AL I TY. P EOPLE
EXPEC T NEW IDEAS FROM
U S, T H IN G S T H AT H AVE N’T
BEEN DO N E BEF O R E .
M I M I VA LDEZ,
C H IEF C REATIVE OF F IC ER, I A M 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

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

37. G O O D I S T H E N E W C O O L
EPICSOLVE PROBLEMS

38. G O O D I S T H E N E W C O O L
WE ARE FACING
AN ERA WHEN
HUM AN I TY WILL
THOSE
BRANDS WHOSE
PR ODU CT S DO N OT
SOLVE A NEED.
MARCO VEGA,
CO- FOUNDER W E BE LIEVERS

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

40. G O O D I S T H E N E W C O O L
MUSIC HAS A WAY
OF S H I N I N G A LIGH T
ON WHAT ’S GOING
ON NOW IN A WAY
T HAT NO SPEECH,
NO BOOK, NO
HIST ORIAN CAN DO.
JAHA JOHNSON,
MANAGER COMMON + USHER
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

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

42. G O O D I S T H E N E W C O O L
WHEN YOU’RE BEING
A R E V O L U T I O N A R Y
OR PIONEER OR
ACTUALLY T RYI N G TO
CHANGE THE WORLD,
Y OU’RE G O I N G TO
P IS S PEO PLE O FF.
BOBBY CAMPBELL, MANAGER, LADY GAGA

43. G O O D I S T H E N E W C O O L
WHY
IS THIS
IMPORTANT?
S O U R C E : G O O G L E I M A G E S

44. G O O D I S T H E N E W C O O L
Leading edge
Social Activism
Authenticity
Popularity
Quality
Intelligence
Trust
Lighthearted
Simplicity
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
“Social Activism”: Factor combining social, social responsibility and energy
Source: US BAV 2016 Total Adults
CORRELATION WITH BRAND STRENGTH
SOCIAL ACTIVISM IS A STRONG DRIVER OF BRAND STRENGTH

45. G O O D I S T H E N E W C O O L
$140
$130
$120
$110
$100
$90
$80
2015 1/2 2/2 3/2 4/2 5/2 6/2 7/2 8/2 9/2 10/2 11/2 12/2
SOCIALLY RESPONSIBLE BRANDS UP 26% vs. S&P 500 DOWN 1%
SOCIALLY RESPONSIBLE BRANDS
S&P 500
SOCIAL RESPONSIBILITY BUILDS WEALTH
Source: BAV Consulting Analysis, 2016

46. G O O D I S T H E N E W C O O L
EVOLVE
OR
DIE 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025
70
60
50
40
30
20
10
Source: Yale University
THE AVERAGE LIFESPAN
OF AN S&P 500 COMPANY HAS SHRUNK FROM 67 YEARS TO 15 YEARS
PROJECTIONS
BASEDON
CURRENTDATA

47. 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

48. G O O D I S T H E N E W C O O L
THINK
TRANSFORMATIONAL
NOT TRANSACTIONAL
S O U R C E : G O O G L E I M A G E S

49. 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

50. G O O D I S T H E N E W C O O L
NOW
IT’S
UP TO
YOU

51. G O O D I S T H E N E W C O O L
I S T H E N E W
@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones

52. Q&A