Focusing on the corporation as a vehicle of change, the Good Is the New Cool Guide to Conscious Business empowers readers with the knowledge and tools they need to create a purpose-led organization. Written by corporate purpose consultant Afdhel Aziz and conscious capitalism expert Bobby Jones, this book delivers a set of principles whereby leaders can slowly evolve their companies to become purpose-driven in an era that demands it, in much the same way the expectations of the last decade required them to meet the digital age's challenges and opportunities. Aziz and Jones look at how different functions within successful companies are harnessing the power of purpose: for instance, how Patagonia and SAP are developing ethical supply chains, how Microsoft and Mattel are fueling purpose-driven innovation, and how IKEA and Adidas are innovating new circular economy models and processes. Interviews from the talented individuals on the frontlines of the purpose revolution turn important stories, insights, and case studies into a useful, practical framework. This book also explores the three tectonic shifts that are driving this next age of ­purpose--customers who are becoming more steadfast in their belief that brands need to optimize life on our planet, employees who want to do work that is meaningful and purposeful, and investors who are earning more money by putting their money where their values are--as well as the many new business opportunities that go along with these shifts. The Good Is the New Cool Guide to ­Conscious Business is an essential body of work for C-suite executives on how purpose can manifest itself across every aspect of business--whether it's supply chain and sustainability, employees and talent, or product innovation and marketing.