Introducing Good Is The New Cool: The Field Recordings, where co-founders Bobby Jones and Afdhel Aziz take you on a journey to meet the men and women at the frontlines of the purpose revolution, who believe in business as a force for good.

From leading entrepreneurs and world-renowned leaders to game-changing designers and award-winning marketers, each episode delves deep into their unique stories and one thing they all have in common, the desire and the courage to transform our world for the better.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

"It's time to reboot capitalism. And Purpose is the source code."

Welcome to Good Is The New Cool: The Field recordings. In this opening episode, co-founders Bobby Jones and Afdhel Aziz discuss the extraordinary events and stories that inspired their new book The Principles Of Purpose.

Drawing on their research of some of the most successful purpose-driven companies on the planet from visionary pioneers like Patagonia, TOMS and Participant Films to global giants like P&G, Mattel and Activision, they outline nine timeless Principles designed to help business leaders attract the new generation of socially aware consumers, purpose-driven employees and impact-driven investors.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

Sumaira “Sam” Latif, Procter & Gamble’s company accessibility leader in the UK, helps create innovative breakthroughs to make P&G’s products more accessible to more than 1 billion people living with disabilities. Sam’s passion for this work comes from personal experience - she is blind herself - and we learn more about her journey and the innovative ways she is helping this global giant become a force for growth and good.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com



About Sam Latif

Sam is P&G’s first Company Accessibility Leader and is leading P&G’s thought leadership and commitment to making products, packaging and advertising accessible for both the growing aging population, and the 1.7 billion people around the world with a disability.

Winning with 50+/PwD consumers is critical for P&G to grow. By 2030 we will have more >50 consumers to serve vs under 50 and 36% of 50+ consumers will experience a disability. We estimate today that we are losing 1BN dollars per annum across our Categories by not serving this segment. P&G has an opportunity to reach more consumers with more accessible and irresistible products and packaging for all.

Sam was born in the UK and is a first-generation Scottish Pakistani. She is blind and the passion for what she is doing at P&G has been inspired by the personal access challenges she has experienced as both a consumer and an employee. Sam studied Marketing and Business Law at the University of Stirling in Scotland and began her career at P&G in IT. She has lead IT transformations across multiple worldwide businesses, including fragrances, Pampers, Olay and Gillette.

In 2015, Sam switched focus from running IT businesses to figuring out what it would take to make P&G become the most accessible company for the consumers we serve and was appointed as the company’s first Special Consultant for Inclusive Design. During this time, Sam worked with the Herbal Essences business to explore how we could make it easier to help people tell the difference between shampoo and conditioner, especially in the shower when people are not wearing their corrective eyewear. It’s estimated that 79% of the population in the west wear corrective eyewear and so it is quite hard for people to tell our shampoo and conditioner bottles apart from sight alone.

In February 2019, Sam was promoted to Senior Director and became P&G’s first Company Accessibility Leader and is responsible for making P&G’s workplace, products and packaging and communications fully accessible to everyone. Sam is married and has three children, boy and girl twins aged 7 and a 10-year-old boy. Sam is enjoying the challenge of learning to play the piano and working out at the gym.

Call of Duty is one of the world’s biggest video game franchises, with over 100 million players around the world. But a little-known fact is that the Call of Duty Endowment supports veterans to help ensure they have access to high-quality employment when they return home. Dan Goldenberg, the endowment’s executive director at Activision, the parent company, shares how they are using the power of gaming to put over one hundred thousand veterans back to work.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com



About Dan Goldenberg

Dan is a retired Navy Captain, who brings to the job 27 years of active and reserve military service and more than a decade of business experience. Highlights of his military service include four tours as a commanding officer, carrier-based naval flight officer, and special assistant to four Secretaries of the Navy: John Dalton, Richard Danzig, Robin Pirie, and Gordon England. He holds several individual and campaign awards, including the Defense Superior Service Medal.

Under his leadership the Call of Duty Endowment has risen to become the largest philanthropic funder of veteran employment, backing more than 77,000 high-quality job placements. For his work in support of veteran employment, he was named to The Mighty 25: Veterans to Watch in 2017.

Goldenberg is a graduate of the United States Naval Academy, National Intelligence University, Harvard Business School and the Air Command and Staff College. His strong personal connection to veterans and understanding first-hand the impact they can have in the civilian workforce drive the Endowment’s efforts to place 100,000 veterans into high-quality jobs by 2024.

www.callofdutyendowment.org

Kim Culmone, SVP Design at Mattel, and her team have led a remarkable transformation of the Barbie brand to become more inclusive and relevant to a new generation of children by creating the most diverse doll on the planet - a feat which landed her work on the cover of Time magazine and returned the doll to billion-dollar sales again. In this episode, Kim shares how her team boldly set out to make Mattel’s first gender-fluid doll, giving transgender kids the space to imagine a world without limitations and boundaries, and help create a society where everyone is welcome, connected, and celebrated.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

About Kim Culmone

At the heart of Kim’s creative process is the belief that design is a powerful tool for positive impact. She currently holds the position of SVP, Design at Mattel Inc where she sets the creative vision for some of the most iconic and ground-breaking doll brands in the world. In 2015 Kim was responsible for leading a Barbie product reinvention (featured in the Hulu documentary “Tiny Shoulders: Rethinking Barbie”) that generated 5 billion media impressions, secured a TIME cover, and received the coveted “Doll of the Year Award” from The Toy Association. Today Barbie is the most diverse doll line on the market and includes dolls representing various ethnicities, body types, and physical abilities. Mostly recently, Kim and her team made history again by introducing Creatable World, the first ever gender inclusive doll line that “keeps labels out and invites everyone in”.

With over 73 Oscar Nominations (and 18 wins) Participant Media is not only behind some of the most iconic movies of our time like Spotlight, An Inconvenient Truth and more, it also wants to create entertainment that inspires and compels social change. Chief Impact Officer Holly Gordon shares their process of choosing content that combines the power of a good story with opportunities for real-world impact and awareness around the most pressing global issues of our time.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

This episode has been brought to you by NTT Disruption.

About Holly Gordon

Holly Gordon is the Chief Impact Officer at Participant, overseeing the company’s social impact strategy and campaigns, furthering Participant’s mission to create storytelling that inspires positive social change. These global, multi-year campaigns are driven by the company’s content and powered by strategic partnerships to address the most important issues of our time.

Prior to joining Participant, Gordon co-founded Girl Rising, a global campaign for girls’ education. Selected by Fast Company as a member of the League of Extraordinary Women and named by Newsweek/Daily Beast as one of 125 Women of Impact, Gordon is also an Executive Producer for the Girl Rising film at the center of the movement. Forbes Magazine named the Girl Rising campaign the #1 Most Dynamic Social Initiative of 2012. In 2015, Holly was selected as a Presidential Leadership Scholar and currently serves on the boards of MAKERS and Girl Rising.

Patagonia has become the patron saint of purpose-led brands. Their commitment to ethical production, marketing, and sales of products is legendary among their legions of fans. Wendy Savage, their Director of Social Responsibility and a lifelong activist for social justice, oversees the relationships with the workers in the brand’s supply chain and shares how Patagonia has created an ethical model that it shares openly in hopes it will become a new norm for how to take care of workers and the planet.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

This episode has been brought to you by NTT Disruption.

About Wendy Savage

Wendy Savage is a multifaceted Sustainability and Supply Chain leader with over 18 years of experience.

In her current role as Director of Social Responsibility, Traceability and Animal Welfare at Patagonia, Wendy is responsible for the company’s global supply chain responsibility strategy and commitment to upholding Patagonia’s Workplace Code of Conduct and Fair Labor Association (FLA) obligations such as the implementation of Living Wages and Responsible Purchasing Practices. She serves on the FLA Board of Directors, leads the company’s Regenerative Organic initiative, Fair Trade program and its work to eradicate Human Trafficking in the supply chain through Patagonia’s Migrant Workers Program. In the area of Traceability and Animal Welfare Ms. Savage leads the company’s Content Claims Substantiation for responsible fibers as well as the development and implementation of Patagonia’s animal welfare strategy and policies.

Throughout her career, Wendy has advised a wide variety of industries from Apparel to Food, Agriculture and Extractives. She has worked on programs based on certifications and initiatives such as FLA (Fair Labor Association), RJC (Responsible Jewelry Council), BSCI (Business Social Compliance Initiative), ETI (Ethical Trading Initiative), SA8000 (Social Accountability 8000), Sustainable Apparel Coalition’s HIGG Index, B Corp. and others.

Originally from Lima, Peru, Wendy completed her studies in Sociology at the University of California Los Angeles (UCLA). She was then awarded with a Rotary International Ambassadorial Scholarship to represent the United States in France, where she completed a Master’s in Business Management at SKEMA Business School (Formerly CERAM). She is fluent in Spanish, English and French.

A mass shooting took place on November 7, 2018, in Thousand Oaks, California, killing thirteen people, and the shooting’s impact has been far reaching, continuing to this day. One of the people affected was Blake Mycoskie, the Founder of TOMS, who immediately committed to pledging money and resources to end gun violence in the United States. Leading this initiative was Amy Smith, TOMS Chief Impact and Strategy Officer, who admits it was no easy task. She shares with us the brand’s evolution as a social impact company, what she has learned along the way, and the importance of allies when taking a courageous stand.

Check out our companion book Good is The New Cool: The Principles of Purpose at www.theprinciplesofpurpose.com and you can join the Good is The New Cool community at www.goodisthenewcool.com

About Amy Smith

Amy Smith is the Chief Giving Officer at TOMS, overseeing all aspects of the company’s impact, including managing global giving partners, measuring the giving program impact, and leading TOMS Giving Trips. Additionally, she also supports TOMS environmental sustainability efforts, B Corp© certification and employee engagement. As the head of the giving team at the original One for One company, Amy knew TOMS was in a position to improve more lives in addition to those who were receiving shoes. In 2019, under Amy’s leadership, TOMS giving model evolved beyond One for One to also include impact grants which support local partners around the world who are working to create positive change in the areas of mental health, physical safety, and equal access to opportunity.

Prior to TOMS, Amy was the Chief Strategy Officer and President of Action Networks for Points of Light, the world’s largest organization dedicated to volunteer service. Amy has also held several management positions at Apple helping to lead their retail initiative and was part of the original team that opened the first 50 Apple retail stores supporting international real estate development, store design, construction and store operations.