Purpose Pioneer, Author & Co-Founder, Conspiracy of Love

Afdhel Aziz’s journey toward purpose began in the wake of the Indian Ocean tsunami in his native Sri Lanka—an experience that shifted his focus from corporate success to meaningful impact. After two decades leading global brands at Procter & Gamble, Nokia, Heineken, and Absolut, he founded Conspiracy of Love, a “Best for the World” B Corp working with companies like Adidas, Coca-Cola, The Gap, and Sephora to embed purpose into business strategy. He also co-founded Good is the New Cool, partnering with organizations such as Time Magazine to create content that closes what he calls “The Hope Gap.”

Five Key Takeaways from Afdhel Aziz

• Purpose and profit are not opposites—they amplify each other.
• Major brands can be powerful engines for social and environmental good.
• Employees are most engaged when work aligns with meaning.
• Storytelling and creativity accelerate movements for change.
• The future belongs to companies that serve—not just sell.

Good is the New Cool website: https://goodisthenewcool.com/about-us