Author: Afdhel Aziz & Bobby Jones

Publisher: Regan Arts

Comments:We have been talking for a long time about the new marketing model. This book is a contribution to that debate. Millennials and Gen Z no longer trust advertising. While they still insist on cutting-edge products, they demand increased social responsibility from their brands. Brands have always had to be cool. Now they also need to be good. The authors, both from marketing, use a provocative and street-wise style to critique conventional marketing to advocate creating a new model in which great marketing optimises life. They use insights and interviews with Zappos, Citibank, The Honest Company, as well as Lady Gaga, Pharell and Justin Bieber. The latest manifestation of conscious capitalism.