Millennials and Gen Z are generations that grew up with technology and social media. They understand the dynamics of marketing and advertising and they want to trust in companies that are honest, transparent, and share the same values as they do. This presentation is based on the book Good Is The New Cool: Market Like You Give A Damn written by Afdhel Aziz and Bobby Jones. These principles can help your business and your marketing team to create content and experiences that can connect with young audiences in an authentic way. Today, most young people are willing to use their money not only as consumers but also as responsible citizens. Companies that speak truthfully and help them to attain complex problems in the benefit of a greater cause, can be part of the solution for a better world. Brand new ideas for #ABrandNewWorld Designed & curated by Christian Ochoa, Brand Consultant. ©2020 The Creative Facilitator

1. GOOD
IS THE
NEW
COOL

2. Marketing helps brands look
cool. Young people are driven
by coolness. Remember when
MTV was a thing? To engage
with them you gotta
communicate through their
passions, their interests, and
the things they care about.

3. Millennials
want a job
where they can
merge their
purpose with
their passion.
Photo: Elevate - Unsplash

4. Gen Z engages
with brands
that are
authentic and
committed to
social impact.
Photo: Eliott Reyna - Unsplash

5. Both generations grew up
with technology and social
media. They know if your
company has values or not.
They know if your brand
stands for something or not.

6. These are 7 principles for
creating content and
experiences to connect with
young audiences in an
authentic way.

7. 1
Know your purpose.

8. What is the reason for your
company to exist? Profits?
Sales? Money? Expansion?
Growth? Followers? Those are
metrics, not purposes.

9. ✖ Sell products
✖ Make profit
✖ Increase shareholder value
✖ Talk about themselves
✖ Be competitive in the market
✓ Share values
✓ Connect with emotions
✓ Play a role in people’s lives
✓ Inspire others to make a change
✓ Create solutions to world problems

11. 2
Find your allies.

12. Who are other people,
celebrities, athletes,
artists, musicians,
filmmakers, comedians,
or brands that share the
same values as yours?

13. Create something together.
There’s no competition here,
just collaboration.

15. 3
Think citizens,
not consumers.

16. “People are hungry to use
their dollars not only as
consumers, but also as
concerned citizens”.
-Bobby Jones

18. 4
Lead with the cool,
bake in the good.

19. Lead with the things that
draw people in.
Blend celebrities,
influencers, great design
and great storytelling for
the greater good.

22. Don’t advertise.
Solve problems.
5

23. Find ways of solving
problems in people’s lives.
The deeper the problem,
the wider the attention.

25. People are
the new media.
6

26. Give value to people. If they
get excited, they will talk
about you. They will use their
influence and their reach to
be advocates and evangelists
on your behalf.

27. Back up the promise
with the proof.
7

28. People that like running used
their passion to clean the
oceans. Adidas generated
advocacy with results, raising
millions to backup their
promise and help solve a
water crisis problem.

29. How can you start?

30. Start where you are
with what you have.

31. You can do something right
now to make your work feel
more meaningful, more
impactful.

32. This will allow you not only to
impact the bottom line of your
business, but also change the
world for the better.

33. Mr.
Bobby
Jones
Co-author of GOOD IS THE NEW COOL
Market like you give a damn.

34. GET MORE RESOURCES
This presentation was designed and curated by Christian Ochoa, Brand Consultant.
Click in the button for more information. ©2020 The Creative Facilitator
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