Good Is the New Cool

This book argues that "Good Is the New Cool" represents a seismic shift in popular culture, where doing good has become its own form of cool, creating unique opportunities for brands, non-profits, and artists to collaborate. The core radical idea is to replace the 20th-century marketing approach, fixed on advertising, with a new one where "Great Marketing Optimizes Life".

I. WHY GOOD BECAME THE NEW COOL (The Shift Drivers)

New Expectations of Millennials and Gen Z: These generations, numbering 80 million each in the US, demand that brands have a higher purpose beyond profit. They actively "vote with their dollars" for companies committed to social and environmental good and prefer experiences over products, and entrepreneurship over traditional employment. By 2025, millennials will fuel 75% of the US workforce and 50% globally, seeking purposeful work.

Disruptive Impact of Technology on Advertising: Traditional advertising, based on interruption, is losing efficacy due to DVRs, ad-blocking software (used by 200 million globally), and ad-free content platforms like Netflix. This shift puts power back in consumers' hands, forcing marketers to find new, value-adding models.

Crisis of Meaningfulness in Marketing: The marketing profession is often seen as one of the least valuable to humanity, with surveys showing 68% of people find advertising "annoying and distracting" and 53% believing "most marketing is a bunch of bullshit". Many marketers themselves feel professionally unfulfilled, seeking to optimize people's lives rather than just profits.

II. THE NEW MODEL OF MARKETING (Commerce, Culture, Conscience)

The time is now for marketers to lead organizations as forces for good, embracing Conscious Capitalism which demands brands demonstrate a positive effect on social issues. This requires Conscious Marketing, moving beyond the classical four P's (product, price, place, promotion) to include a fifth P: "purpose".

This model encourages brands ("Commerce"), non-profits ("Conscience"), and artists ("Culture") to work together to "Make Money and Do Good by Harnessing the Power of Cool". Brands offer resources and reach; non-profits bring problem-solving knowledge and dedicated communities; and artists provide a cultural spotlight and fan engagement.

III. THE SEVEN PRINCIPLES OF HOW TO MARKET LIKE YOU GIVE A DAMN

Know Your Purpose: Identify a higher-order purpose beyond profit that inspires customers and employees. True purpose serves something bigger than oneself.

Examples: Scooter Braun emphasizes "sharing joy" and leaving a positive impact beyond his own memory. Aria Finger's DoSomething.org harnesses youth for social change by making it easy for young people to act on issues. Matthew Clough's Stone & Cloth funds children's education in Africa through desirable bags, demonstrating how social businesses provide meaning alongside a paycheck.

Find Your Allies: Build coalitions with common purpose, especially with non-profits (problem-solving knowledge) and "Architects of Cool" (cultural spotlight, storytelling).

Examples: Jenifer Willig's work with (RED) showed how to make cause marketing "cool" and sustainable for brands like Nike and Apple. Greg Propper's agency, Propper Daley, collaborates with Hollywood figures and non-profits to create measurable social change, influencing public attitudes and behaviors. Ryan Cummins' Omaze offers "once-in-a-lifetime experiences" to fans while raising millions for charities, leveraging celebrity influence for impact.

Think Citizens, Not Consumers: Engage people in a "transformational, not transactional" relationship by recognizing their broader passions and concerns beyond just buying products.

Examples: Dulux's "Let's Colour Project" transformed gray community spaces into colorful environments, fostering participation and emotional connection with citizens. Ahmen (Mohan Sivaloganathan) blends his role as a non-profit executive and hip-hop artist to inspire citizens to challenge the status quo, creating movements for social change. Artist Aerosyn-Lex Mestrovic partners with brands to make art accessible and inspire young artists, viewing brands as "new patron saints" for creative work that can also serve good.

Lead with the Cool, But Bake in the Good: Products must first be desirable, well-designed, and appealing. The "good" should be seamlessly integrated, making the act of doing good inherent to the customer experience.

Examples: Jason Mayden, a former Nike designer, advocates for designing inclusive organizational cultures where diversity is seen as crucial for innovation, treating company culture as its "first product" and employees as "first consumers". Mimi Valdés, Chief Creative Officer of Pharrell Williams' i am OTHER, embeds individuality and diversity into all ventures (music, film, fashion), creating narratives that celebrate unique identities (e.g., "Happy" video, Dope film). Afropunk creates a "safe space" for diverse identities (ethnic, sexual, gender) to express themselves, showcasing cutting-edge black culture as the future of American culture.

Don't Advertise, Solve Problems: Use all available tools to add value to consumers' lives by solving problems, ranging from everyday conveniences to epic societal challenges.

Examples: Citibank's investment in Citi Bike in New York City significantly improved brand perception and provided a tangible public service, demonstrating that marketing investments can create public infrastructure and community value. Upworthy creates "meaningful, nourishing video content" with irresistible headlines that aim to inspire empathy and action around important issues, making positive stories widely shareable. We Believers designed edible six-pack rings from beer waste for Saltwater Brewing, transforming a major environmental problem into a product innovation that benefits marine life.

People Are the New Media: In an age of ad blocking, prioritize creating experiences, products, and services so good that people spontaneously recommend them to friends and family, generating authentic word-of-mouth.

Examples: Zappos empowers its employees to "deliver happiness" through exceptional customer service, leading to legendary word-of-mouth advocacy and creating "story-worthy moments" for customers. Jaha Johnson, manager for Common and Usher, emphasizes authenticity in artists' work and social engagement, inspiring fans to connect with causes like Black Lives Matter through music (e.g., Common's "Glory," Usher's "Change"). Defy Media's "Prank It FWD" campaign engaged millions by creating positive pranks that unexpectedly benefited deserving individuals, leveraging digital content creators and their fan bases for good.

Back Up the Promise with the Proof: Brands must demonstrate tangible evidence of the good they are doing, not just make claims. Consumers are savvy and demand transparency and accountability.

Examples: The Honest Company, cofounded by Jessica Alba, is purpose-driven to "build healthier, safer families" by offering safe, non-toxic products and backing this up with significant investments like the Ultra Clean Room at Mount Sinai Hospital for environmental health research. Lady Gaga, through her Born This Way Foundation, tackles issues like sexual assault and bullying, partnering with organizations and brands (e.g., Mattel, Virgin Mobile) to provide tangible resources and support, turning her activism into genuine social impact. B Lab certifies "B Corps" (Benefit Corporations) like Warby Parker and Patagonia, providing rigorous standards of social and environmental performance, giving consumers "proof" of a company's commitment to good beyond just marketing.

IV. HOW TO GET STARTED TODAY (Dream It, Do It, Share It!)

Find your (internal) allies: Seek out others in your organization who share your desire to do good.

Start with what you have: Don't wait for a big budget; experiment with donating products/services or doing pro bono work. Conduct small "beta tests".

Clarity follows action: Don't be paralyzed by fear of not knowing the perfect path. Learning comes from doing.

Don't fear accusations of brandwashing: Be open and honest about your intentions. Critics will always exist, but don't let it paralyze action.

Respect the proportions: Ensure the proportion of actual good done outweighs the marketing amplification of that good.

Practice the golden rule: Only do things you would want to be on the receiving end of.

Add some good to the brief: Integrate the ambition to impact a greater good into every creative brief.

Share your work: Post your projects with #goodisthenewcool and #showyourwork to inspire others.

Pay it forward: Share insights and resources with fellow marketers.

V. FINAL THOUGHT: THINK TRANSFORMATIONAL, NOT TRANSACTIONAL

The goal is to move beyond short-term, cynical "transactional" thinking to a "transformational" approach that optimizes life for everyone. This requires courage, empathy, and hope, committing time, energy, and passion to make "Good" continually "Cool". By working together, businesses, culture creators, and social entrepreneurs can build a fair and prosperous future.