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Book of the month: Good is the new cool - Market like you give a damn

As millennials and Gen Z enter the workforce, new trends and practices are emerging in corporate culture. In this book, Afdhel Aziz and Bobby Jones decipher the wind of change that has swept through companies in recent years.
Photo de Adèle Deforge-Lenoir
Adèle Deforge-Lenoir
1 min
January 28, 2022

Afdhel Aziz and Bobby Jones note that today’s businesses are slowly moving away from traditional advertising-based marketing and have started digging deeper—to look at their organization’s raison d’être. The authors went to meet leaders in NPOs, start-ups and multinationals and published the resulting interviews in their book. The goal was to understand each one’s corporate culture by studying their 3 C’s: culture, conscience and commerce.

These companies all have one thing in common—they no longer put profit first but instead balance it with their social responsibilities in order to always keep an eye on the consequences of their activities on the world of tomorrow.



I really found this to be an inspiring read for those who want to push the boundaries in the workplace. The book is neatly organized with a well-crafted storytelling theme and is peppered with inspiring and meaningful quotes. In addition, the authors aren’t afraid to take a stand through the exchanges they have with the leaders.

As a digital strategist, I often hear about ethical brand personalities and how they want their site or app to reflect their company values. Reading this book helped me to build bridges between the 3 C’s to be able to better guide our clients in their strategies.

— Véronique Lévesque-Désilets, Digital Strategist

What does it all mean?

The up-and-coming generations are increasingly resistant to advertising. They feel more drawn to companies that want to have an impact on society and that are conveying meaningful messages.

Changing corporate culture is an extremely difficult task, as it means breaking the rigid rules that most companies have been abiding by for decades. Putting people back at the centre of operations can be the key to reinvention.

An inspiring quote from the book

“Truly, deep down inside, everyone wants to be part of something bigger than themselves” — Matthew Clough

Who should read Good Is the New Cool: Market Like You Give a Damn?

This book will appeal to people in the entrepreneurial field but also to people in organizations that are engaged in tackling the new major environmental challenges. It provides contacts and concrete courses of action.

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