Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers

It’s no secret that brands want to reach young people—those coveted millennials and Gen Z. As the Chief Marketing Officer at youth-oriented nonprofit Peace First and co-author (with Afdhel Aziz) of Good Is The New Cool, Bobby Jones knows a thing or two about it. He emphasized in his PSFK 2017 keynote that young people “are increasingly conscious of the issues and injustices that are happening around the world and actually want to do something about it.”

Jones shared the seven principles of ‘The Good Is The New Cool Model’ with the audience, which include connecting with “allies” by reaching across sectors to build creative partnerships: for-profit brands with nonprofits, with celebrities and influencers, and, most essentially, with the communities they want to serve. The number one tenet of Jones’s model resonated with the theme of PSFK 2017: “Know your purpose.”

Here are some key takeaways:

We can do work in our day jobs that matters

Jones reminds marketers and advertisers, and others, that we can do work that makes a positive impact and also makes money, and also is cool—those three things are not mutually exclusive.

Speak to young people as citizens—not just consumers

Plenty of young people who want to change the world are also interested in the latest and greatest products. Jones sees young people responding to brands that take a stand on social issues, which gives brands an opportunity to talk to their audiences in a more multi-faceted way.

“Lead with the cool”

The first step in getting people to connect with and advocate a good cause is getting their attention. Jones advises us to draw in our audience with the cool, then ask them to join you in making an impact on something that matters on a deeper level.

It’s no secret that brands want to reach young people—those coveted millennials and Gen Z. As the Chief Marketing Officer at youth-oriented nonprofit Peace First and co-author (with Afdhel Aziz) of Good Is The New Cool, Bobby Jones knows a thing or two about it. He emphasized in his PSFK 2017 keynote that young people “are increasingly conscious of the issues and injustices that are happening around the world and actually want to do something about it.”

Jones shared the seven principles of ‘The Good Is The New Cool Model’ with the audience, which include connecting with “allies” by reaching across sectors to build creative partnerships: for-profit brands with nonprofits, with celebrities and influencers, and, most essentially, with the communities they want to serve. The number one tenet of Jones’s model resonated with the theme of PSFK 2017: “Know your purpose.”