Introduction 1 Why We Wrote Good Is the New Cool 7 Bobby's Story 13 Afdhel's Story 19 Part I: Good Is the New Cool 23 Chapter 1: How Good Became the New Cool 25 A Day in the Life of Conscious Consumers 26 Millennials and Gen Z Have New Expectations of Brands 30 2024 Millennial and Gen Z--Purpose and Consumption Statistics 31 The Disruptive Impact of Technology on Advertising 35 The Crisis of Meaningfulness in Marketing 37 Chapter 2: The New Model of Marketing 41 The Time Is Now 42 How to Harness the Power of Cool 45 The Architects of Cool Are on Your Side 52 The New Nonprofits 57 Part II: The Seven Principles of How to Market Like You Give a Damn 61 Chapter 3: Know Your Purpose 63 Scooter Braun, Founder, SB Projects 65 Peter McGuinness, President, Chobani 75 Amy Smith, Chief Brand Officer, TOMS 83 Chapter 4: Find Your Allies 89 Jenifer Willig, Founder, (PRODUCT) RED 91 Greg Propper, Cofounder, Propper Daley 97 Dan Goldenberg, Call of Duty Endowment, Activision Blizzard 105 Chapter 5: Think Citizens, Not Consumers 111 Fernanda Romano, Dulux 113 Eric Dawson, CEO and Christina Rose, CMO, Rivet 119 Justin Parnell, SVP Marketing and Insights, Oreo 123 Chapter 6: Lead with the Cool, But Bake in the Good 131 Jason Mayden, Chief Design Officer, Jordan Brand, Nike 133 Mimi Valdés, Chief Creative Officer, I Am other 143 Jocelyn Cooper, Cofounder, Afropunk 155 Chapter 7: Don't Advertise, Solve Problems 163 Elyssa Gray, Head of Creative and Media, Citibank 165 Peter Koechley, Cofounder, Upworthy 171 Marco Vega, Cofounder, We Believers 183 Chapter 8: People Are the New Media 189 Kfir Gavrieli, Cofounder, Tieks 191 Jaha Johnson, Manager, Common and Usher 195 Josie Naughton, Cofounder, Choose Love 209 Chapter 9: Back Up the Promise with the Proof 215 Laura Probst, Head of Social Goodness, the Honest Company 217 Bobby Campbell, Manager, Lady Gaga 227 Andy Fyfe, Community Development, B Lab 239 Part III: How to Get Started Today 247 Chapter 10: Dream It, Do It, Share It! 249 Our Final Thought: Think Transformational, Not Transactional 253 Resources and Other Links 257 References 259 About the Authors 263 Acknowledgments 267 Index 269.