The Future of Good report explores the key emerging trends that will shape tomorrow and how brands can leverage them today.

1. EXECUTIVE SUMMARY
THE FUTURE OF GOOD

2. THE FUTURE OF GOOD
REPORT:
The Future of Good report: An essential guide to
emerging trends in purpose-driven business, brands
and culture.
Find out more: www.futureofgoodreport.com
of consumers say business responses to
have raised their expectation of businesses in
problems, like climate change.
brand
purpose does help drive growth
prefer to purchase from purpose-driven brands.
of Americans would tell others to buy products
from a purpose-driven company.
The “Cone Communications Millennial Employee
millennials
won’t take a job
CSR practices, and to a
company that helps them contribute to social and
environmental issues.
Wunderman
Thompson
Intelligence
Accenture
Strategy
Cone
Communications
Millennial
Employee
Engagement
Study

3. About Conspiracy of Love
Conspiracy of Love is a global purpose consultancy founded by
marketing duo (and co-authors) Afdhel Aziz and Bobby Jones.
Conspiracy of Love works with Fortune 500 brands, startups and
started their journey as co-authors of Good is the New Cool:
Market Like You Give a Damn, a groundbreaking, bestselling book
published in 2016 that championed purpose-driven brands and
marketing. The book helped launch a global community of
purpose-driven leaders.
About Light Years
Light Years is a New York-based trend forecasting and strategy
practice founded by Lucie Greene, a globally recognized futurist
and an award-winning author. Lucie’s publishing and broadcast
credits include the New York Times, BBC, CNBC, Sunday Times,
the Guardian, the Atlantic, Business of Fashion and WWD. Lucie is
on the board of Cosmetic Executive Women in the US. Her debut
book, Silicon States: The Power and Politics of Big Tech and What
it Means for Our Future, published in 2018, was recognized by the
The Future of Good is a debut collaboration between Conspiracy of
key emerging trends in sustainability, wellness, culture, community and
civic life, new boundaries in diversity and inclusion, and beyond. We also
biggest problems.
Our goal is to help brands become driving forces in building better
identify opportunities for purpose-driven brands that seek to make
studies of brands leading the way.
Enjoy! We hope this report inspires you to dream bigger as you see the
potential for good to not only drive your business - but change the world
for the better.
Lucie Greene, Founder, Light Years.
Afdhel Aziz, Cofounder, Conspiracy of Love.
Bobby Jones, Cofounder, Conspiracy of Love.
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4. AHEAD
As we move through 2022, brands are still adjusting to a generational shift in the
zeitgeist. The parameters of that change have become particularly clear over
the past two years. Gen Zs and younger millennials are now setting the agenda,
and they’re not shy about making their feelings known to brands. In a study by
Wunderman Thompson Intelligence, 75% of respondents said that businesses’
responses to the COVID-19 pandemic had raised their expectations of those
climate change.” The upshot of this is that in 2022, as never before, consumers
want brands to be activists and avatars for positive change in the world.
Climate change is one of the major arenas where brands have to direct this energy.
Social media giants such as Google and YouTube took up this mantle by cracking
down on ads promoting misinformation on climate change and demonetizing
content deemed to fall into this category. Brands have learned the importance of
demonstrating they are both proactive and transparent on sustainability issues.
This is partly because it’s what consumers demand: 86% of those surveyed by
Wunderman Thompson Intelligence said they expected brands to “play their part
in solving big challenges like climate change or social justice.” However, avoiding
reputational damage is also an incentive, with the United Nations the latest
organization to take up the issue of greenwashing by announcing plans to name
and shame brands engaging in the practice.
Brands are also trying to do the right thing in the context of the COVID-19
pandemic. Millennials have been hit hard by the pandemic, with many falling out of
the middle class. Harvard Business Review reported that the “Great Resignation”
has seen resignation rates increase by over 20% year-on-year among the 30-45
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age group. The pandemic has prompted many people to re-evaluate what they
to consider how they accommodate their employees’ wellbeing and, in the wider
world, consumers are also looking to brands for answers. Many societies are
experiencing a mental health crisis, with younger people often at particular risk.
Two years into the pandemic, people are feeling the burden and they’re receptive
Consumers are also holding brands accountable for using their platforms to push
projects to elevate Black-owned businesses, such as the Fifteen Percent Pledge.
In the United States, there are calls for more brands to throw weight behind Native
The COP26 summit. Image
courtesy of COP26.
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5. EXECUTIVE SUMMARY
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American startups and campaigns advocating for other communities. There’s
growing understanding that these brands don’t just need shout-outs, they need
help accessing investment and resources, and major brands have a role to play in
unblocking systemic bottlenecks. We’re also seeing more companies, products
and services speaking to gender non-binary consumers. Gender-neutral products
are becoming more common in fashion and beauty, and trans models feature more
prominently than ever. Brands are engaging more constructively with disability and
ableism, and neurodiversity is the next frontier.
Women experience many of the hardships discussed above more acutely and in
disproportionately greater numbers than men. According to data released by the
National Women’s Law Center in April 2021, women accounted for almost one
million more lost jobs than men in the year since the beginning of the pandemic,
and many women are not going back to work. Brand activism invites scrutiny and
sometimes charges of hypocrisy, as Nike
female athletes ended their association with the brand over its alleged
mistreatment of women. In the eyes of today’s consumer, silence is no longer an
option. For brands, using their leverage as businesses to make the world a better
place is not just an opportunity, but a responsibility.
purpose from brands. Increasingly, talent—especially
millennial talent—is seeking workplace purpose. According
and they are looking for socially responsible employers.
And this group is voting with its feet when it comes to
purpose. The “Cone Communications Millennial Employee
contribute to social and environmental issues (versus an
When it comes to the activist generation Z cohort, this kind
of attitude gets more pronounced. A study by WeSpire
over salary,” adding that “they read mission statements
and values documents to select where they work and want
consistency and authenticity and will call you out, often
believe are hiding or putting too much spin on bad news,
ignoring their negative environmental or social impacts, or
talent will not just choose companies based on principles—
desirable employees will also seek ways to volunteer,
develop skills to give back, and support communities in sync
with professional personal development. Talent may even
demand that investment policies are devised with an ethical
or environmental lens. Companies will need to bake purpose,
authentically, into the way they work, inside and out.
Together” campaign image.
Image: Hurst Publishers
Below: August Inclusive Period
of August.

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Climeworks direct air capture
Climeworks. Climeworks AG is
ambient air through an
adsorption-desorption process.
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7. EXECUTIVE SUMMARY

8. SOCIETY
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9. With Facebook rebranding as Meta, the metaverse is starting to enter the public
worlds. Socially minded entrepreneurs and activists are developing their visions
and beyond.
Brands are using the metaverse to establish online counterparts to their real-world
sustainability and corporate social responsibility (CSR) initiatives. H&M created
Looop Island within Animal Crossing: New Horizons as a virtual counterpart to
Looop, its clothing recycling project. Animal Crossing players can visit Looop Island
The retailer followed the Looop Island launch with a vegan collection, which
debuted in November 2021 with an Animal Crossing fashion show. In July 2021,
Carrefour created the Fortnite world Healthy Map, depicting an eco-friendly
supermarket of the future. In this immersive world, players gain energy by picking
up fruit, vegetables, and other healthy food items.
Metaverse activism can be a powerful tool for advocacy, but there’s no reason why
organization Guild took part in a Fortnite
2021. Players had to chop down trees ingame, with sustainability campaigner
Fortnite.
UnLtd
advertising and media industry. Recognizing that many people want to volunteer
METAVERSE ACTIVISM
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Above: H&M’s Looop Island
within Animal Crossing: New
of H&M.
Below: The Riot Games
homepage. Image courtesy of
Riot Games.
EXECUTIVE SUMMARY

10. their time and skills but can’t do so in person, it launched the Good Deeds project,
which connects industry professionals with virtual volunteering opportunities.
Riot Games is another brand leading the way in the burgeoning gaming for good
trend, with its Social Impact Fund supporting a variety of causes around the world.
Proceeds from sales of a series of special skins for League of Legends characters
raised more than $7 million for the fund. Riot Games also ran a number of initiatives
to raise funds for COVID-19 relief, including selling more sets of character skins and
hosting a 48-hour League of Legends streamathon.
source of charitable giving. The Bitcoin Water Trust is a cryptofund operated by
will be held until at least 2025 before eventually funding Charity: Water’s clean-
water projects globally. believes that successful cryptocurrencies have a
baked-in opportunity to give back. Under the cryptocoin’s Pledge 2% model, which
supporting social and ecological causes over the next decade.
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form of universal basic income (UBI). The organization directs crypto contributions
from investors into DeFi protocols, which generate interest. The interest is
converted to GoodDollar’s own G$ coin and distributed to claimants as UBI.
Cryptocurrency trading platform eToro has backed the project since its inception
in 2020, and recently announced a further $1 million of funding. With so much
interest around NFTs, activists are wondering how they can use the NFT space
to drive awareness and momentum for change around social issues. Storytelling
platform Lioness took the plunge, releasing an NFT-backed essay detailing a
sexual assault allegation. Proceeds from the NFT’s sale will be used for a legal
defense fund.
Metaverse-type experiences can also be used to educate by immersing users in
recreations and retellings of pivotal historical events. Fortnite and TIME Studios
partnered on the March Through Time experience, which allowed users to “travel”
to 1963 to explore the National Mall and Lincoln Memorial in Washington, DC,
before discovering a museum-style space where they could watch Martin Luther
King Jr’s famous I Have A Dream speech and other content related to the civil
rights movement.
Expanding the concept of the metaverse as a repository for knowledge and a
channel for the dissemination of information, press freedom advocacy organization
Reporters Without Borders and marketing communications giant DDB created a
virtual library in Minecraft. The Uncensored Library hosts reading material that
players may not be able to access in their own countries.
TAKEAWAY
The future of the metaverse is largely an open book at present. The only way to
test the limitations of what positive change can be achieved in virtual contexts
is by innovating and experimenting, and we’re seeing plenty of that already. The
getting involved.
Left: The Healthy Map by
Carrefour, homepage. Credit:
Epic Games.
Right: The Uncensored Library
image. Image courtesy of The
Uncensored Library.
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that impact our lives and careers—the market is expected to be worth $500 billion
by 2024, according to the International Data Corporation—the biases that can take
root all too easily in AI systems are becoming increasingly clear, and calls for
algorithmic justice are growing.
that the use of AI in hiring does not facilitate or exacerbate discrimination. The Data
& Trust Alliance launched in December 2021 with a campaign to help HR teams
identify and overcome algorithmic bias in their hiring practices.
As AI becomes an important driver of revenue, companies are looking to new
resources to ensure they are using the technology in ethical ways. In October 2021,
San Francisco-based startup Credo AI garnered $5.5 million in funding to back its
range of tools designed to help companies navigate AI governance responsibly and
the launch of the , which
from an inclusive perspective. DAIR has attracted major backers, including the Ford
Foundation, the MacArthur Foundation, and the Open Society Foundations. Gebru
where cameras and photography software often default to white-centric
Real Tone is one of a number of features Google built into its Pixel 6
phones to address this. Real Tone is designed to ensure that the Pixel 6 camera
Above right, and below right: Real
Image courtesy of Google.
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processes and renders photos to ensure that people of all skin tones look just as
they do in real life. Pinterest has launched a number of features to address the
functionality and banning ads promoting weight-loss products. One of the most
diverse textures, types and colors. Snapchat is also trying to make photography
Moves are also being made to tackle the relationship between algorithmic bias and
TONL, cofounded by photographer Joshua
Kissi, addresses the prevalent bias towards white subjects in stock photography.
The organization has been building up a library of imagery depicting diverse
subjects taking part in a variety of activities and in all kinds of roles. TONL recently
collaborated with stock imagery giant MPB for a stock shoot representing a
number of photographers of color.
In the skincare and beauty sphere, companies are recognizing it’s vital to
counter algorithmic bias while the use of AI is still in its infancy. Platforms such as
Nudemeter and Yuty are building inclusivity into their AI-driven skin analysis and
recommendation tools, while Olay’s #DecodeTheBias campaign raises awareness
of the way search algorithms skew attitudes about who and what is considered
“beautiful.” The campaign hopes to address the bias by sponsoring 1,000 women
of color to learn to code.
AI technology is only just beginning to play a major role in the economy and in
consumers’ daily lives. There’s already a gap in representation, but initiatives to
build inclusivity and to correct for existing biases can prevent bigger disparities
communities. In many cases, the starting point is bringing more diversity of
perspective into the teams that work on AI products.
initiative campaign. Image
courtesy of Olay.
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The COVID-19 pandemic has had a dire impact on mental health for many young
people, exacerbating challenges that predated the emergence of the coronavirus.
2021 ended with US Surgeon General Vivek Murthy calling for urgent action
to address the mental health crisis
Department of Health & Human Services cited data showing that suicide rates
among 10-24-year-olds increased by 57% between 2007 and 2018. Online
platforms are responding with increased attention on wellness-based solutions
and support.
Facebook whistleblower Frances Haugen’s revelations that the company had
data suggesting Instagram is detrimental to young people’s mental health, and
particularly that of teenage girls. A number of new platforms are centering mental
health and trying to create more positive online spaces for young people. Blue
Fever allows users to post anonymously about their lives, emotions, experiences,
“hugs” and gifs in response to posts. In October 2021 Blue Fever purchased Trill, an
app founded by two gen Zers and built around support groups designed for young
people to anonymously discuss issues impacting mental health.
Miley Cyrus and her Instagram
Live talk show “Bright Minded”.
Image courtesy of Miley Cyrus/
YouTube.
Below: An campaign image
by Madhappy. Image courtesy
of Madhappy.
EXECUTIVE SUMMARY

16. via the Headspace for Teens program, to help them understand and process their
emotions. The program is open to people aged 13 to 18 who are members of
Bring Change to Mind and Peer Health Exchange. The latter was
cofounded by actress Glenn Close, and millennial and Gen Z celebrities and
Instagram Live talk show Bright Minded early in the pandemic, often featuring high-
coping strategies. Gomez’s Rare Impact Fund aims to raise $100 million over the
next decade to support mental health services, especially for underprivileged
communities. In-person support networks are vital to young people, not least in this
era of COVID-19, and organizations such as surf therapy charity The Wave Project
are pioneering new approaches to youth wellbeing.
Mental health has to be treated with sensitivity and intelligence, but the worst thing
any brand can do is avoid the subject. Brands can work with partners in the mental
health space to demonstrate to both their consumers and employees that they are
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The Entrepreneur, cover
The Entrepreneur.
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Selfmade. Image courtesy
of Selfmade.
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18. FUTURES
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fantasy, but carbon capture technology is now being applied in a variety of contexts
and brands that utilize carbon dioxide collected by carbon capture projects. In
September 2021, the Orca carbon capture device began operations on the
outskirts of Reykjavik, Iceland. Designed by Swiss startup Climeworks, Orca is the
largest commercial device of its kind in the world. Carbon dioxide collected by Orca
, to produce a carbonated water drink.
Brands are also proving that greenhouse gases can be used in the creation of
stylish and desirable consumer goods. California fashion brand Covalent uses
carbon dioxide in the process of manufacturing its trademark AirCarbon material,
which in turn is used to create bags, sunglasses, and alternative leather products.
Covalent’s parent company also owns Restore, which produces biodegradable
kitchenware. Canadian startup CleanO2
a substance called “pearl ash,” formed by processing captured carbon dioxide.
And polluting carbon dioxide is even being used to create fragrances such as Air
Company’s Air Eau de Parfum.
Now that we have proof of concept for captured carbon dioxide’s utility in the
creation of branded products, the possibilities are endless. Brands that can
demonstrate they’re playing a creative role in the carbon capture industry stand
to gain enormous goodwill, and the public may just get some cool products to
enjoy too.
Above right: Covalent eyewear. Image courtesy of Covalent.
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21. FASHION
PLANET
SCALE
EXECUTIVE SUMMARY

22. KEYNOTES AND
WORKSHOPS
SPEAKING DECK

23. 09.02.2022
09.02.2022
Our Future of Good talks and workshops will empower and show you how to act on the key emerging trends in
sustainability, diversity and inclusion, wellness and more. They will help you navigate the changing consumer
outlook, the evolving culture of purpose, and take inspiration from innovators leading the charge with tangible
insights and take-aways.
In the pages that follow, learn more about our keynote and workshop formats and key takeaways you can expect
from the sessions.
Future-proof your business, and your purpose, with the Future of Good.
THANK YOU FOR YOUR INTEREST IN LEARNING
MORE ABOUT OUR FUTURE OF GOOD TALKS
AND WORKSHOPS.
SPEAKING DECK

24. 09.02.2022
09.02.2022
WHAT’S NOW, NEXT AND BEYOND FOR PURPOSE
DRIVEN BRANDS
Do you feel responsible for future-proofing your organization
and keeping it in sync with current trends?
Are you keen to understand the six key trends in sustainable
and purpose-driven business?
Do you need to know how the world and consumer
expectations have changed two years into the Covid
pandemic (changes that have not been small by any means)?
Do you want to meet the evolved needs of your customers
when it comes to impact and sustainability?
86%of people expect brands to play their part in solving
big challenges like climate change or social justice
Futurist Lucie Greene of Light Years and purpose strategists and best-selling authors Afdhel Aziz and Bobby Jones of Conspiracy of Love
are going to be presenting key macro themes in sustainability and purpose-driven business that will shape the way consumers think, connect,
shop, and appraise brands in the years to come. With some far-out predictions of where they might lead next.
In this data-packed keynote or half-day workshop,
you will be invited into trends across six dominant
macro themes you cannot afford to miss:
1. Sustainable Futures
2. Radical Inclusivity
3. Universal Wellbeing
4. Good Culture
5. Civic Society
6. Community & Connection
We will inspire you to dream bigger and apply the
learnings to your business or brand.
1
2
3
4
SPEAKING DECK

25. 09.02.2022
09.02.2022
Get the latest data and understand the six key trends in sustainable and
purpose-driven business
See how the world and consumer expectations have changed two years into
the Covid pandemic
Learn about brands and innovators leading the way within these trends
across sectors such tech, retail, media, banking, gaming, beauty,
wellbeing, food, consumer goods, travel and hospitality, fashion,
entertainment, transport
Imagine how you can steer the course of your business to capitalise on these
market forces ahead of your competition
See how you can meet the evolved needs of your customers when it comes
to impact and sustainability
Understand how you can ignite the passion in your teams to bring their
purpose and aspirations to work every day, to make the world a better place
Future-proof your business for this new wave of purpose-driven consumer
and purpose-driven talent
Imagine the actions you can uniquely take in your business to help lead the
way and to contribute to creating a more just, sustainable world
Key Learnings and Takeaways:
ABOUT LIGHT YEARS
Light Years is a New York-based trend forecasting and
strategy practice founded by Lucie Greene, a globally
recognized futurist and an award-winning author. Lucie’s
publishing and broadcast credits include the New York
Times, BBC, CNBC, Sunday Times, the Guardian, the
Atlantic, Business of Fashion and WWD. Lucie is on the
board of Cosmetic Executive Women in the US. Her
debut book, Silicon States: The Power and Politics of Big
Tech and What it Means for Our Future, published in
2018, was recognized by the Porchlight Business Book
Award in Current Events & Public Affairs.
Brought to you by:
ABOUT CONSPIRACY OF LOVE
Conspiracy of Love is a global purpose consultancy
founded by marketing duo (and co-authors) Afdhel
Aziz and Bobby Jones. Conspiracy of Love works with
Fortune 500 brands, startups and nonprofits that want
to create a better world.
Bobby and Afdhel started their journey as co-authors
of Good is the New Cool: Market Like You Give a
Damn, a groundbreaking, bestselling book published
in 2016 that championed purpose-driven brands and
marketing. The book helped launch a global
community of purpose-driven leaders.
WHAT’S NOW, NEXT AND BEYOND
FOR PURPOSE DRIVEN BRANDS
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SPEAKING DECK

26. 09.02.2022
09.02.2022
FORMATS: KEYNOTE
(45-60 minutes, virtual or in-person)
In this data and inspiration-packed
keynote, we will dive into trends across
six key macro themes such as radical
inclusivity, universal wellbeing and
sustainable futures.
We will demonstrate how these trends
will shape the way consumers think,
connect, shop, and appraise brands in
the years to come, with some far-out
predictions of where they might lead
next.
We will inspire you to dream bigger and
empower you with insights to apply the
learnings to your business or brand.
The keynote is followed by a
15-30 minute Q&A.
SPEAKING DECK

27. 09.02.2022
09.02.2022
FORMATS: WORKSHOP
(3 hours, virtual or in-person)
In the workshop, we will take the trends into practice.
We will apply them to your business or brand, run visioning
and brainstorming exercises and arrive at 3-5 key actions for
your teams to take after the workshop.
Together, we will brainstorm answers to questions such as:
ü How can the future of our industry look like?
ü What does this future mean for our brand or business?
ü What do we want the media to write about us in their headlines from the future?
ü What would be true about our brand or business in this new future if we don’t act
or do nothing?
ü What challenges would this create for us? How would our customers see us?
ü So, what are the key actions we need to take now to start building this future for our brand
or business?
To guide our brainstorming, we will apply the proprietary
7 Step Good is the New Cool model prompting you and your
teams to answer questions such as:
ü What problems faced by our customers, from the everyday to the epic, can we help
them solve?
ü How can we lead with the Cool and Bake in the Good when designing breakthrough
products, services or platforms?
ü In which social purpose territory should we drive positive impact?
SPEAKING DECK

28. HIGHLY EXPERIENCED KEYNOTE SPEAKERS AND
WORKSHOP FACILITATORS WITH COUNTLESS HOURS ON
STAGE AND IN PROFESSIONAL VIRTUAL SETTINGS
“Thank you for inspiring my team at our annual meeting.
Your passion really came through. Thank you for a
successful event!”
— IPSOS
“We found them amazing to work with and have no
hesitation recommending them as partners in purpose.”
— OREO
“They instilled a belief in the team that we collectively have
the power to inspire, unite, and ultimately create change.”
— RED BULL MEDIA HOUSE
“You were a huge hit, with everyone and we so appreciate
the energy, enthusiasm, excellent content and delivery
that you bring. A great leader and a wonderful example
for so many.”
— St. Gallen Symposium Switzerland
Previous speaking engagements include
Featured in
SPEAKING DECK

29. !"#!$#$!$$
!"#!$#$!$$
WE’D LOVE TO HEAR FROM YOU AND EXPLORE HOW
OUR KEYNOTES AND WORKSHOPS ARE THE RIGHT
SOLUTION FOR YOUR BUSINESS OR AUDIENCE.
hello@futureofgoodreport.com
TO LEARN MORE, VISIT US AT:
Thought Leadership: https://www.futureofgoodreport.com
Purpose Strategy: https://www.conspiracyo ove.co
Futures, Research, Brand Strategy: https://www.thisislightyears.com
Speaking: https://www.afdhelaziz.com
Speaking: https://www.bobbyjonesonpurpose.com
SPEAKING DECK