Bobby Jones is one of the nation’s most respected experts on marketing to Millennial & Centennial consumers.

As co-author of Good is the New Cool: Market Like you Give a Damn he lays out the framework for the future of marketing in the age of Conscious Capitalism.

With over a decade of senior leadership experience in multicultural and millennial marketing, he has developed and executed award-winning campaigns and strategies for the likes of Ford, MTV, Adidas and the Robert Wood Johnson Foundation. An entrepreneur, strategist and marketer, he has helped amplify the voices of a generation of young people.

As Chief Marketing and Communications Officer of Peace First, Bobby is responsible for leading all marketing and communications efforts to help achieve Peace First's vision to create a new social norm where millions of young people are prepared, empowered and committed to collaboratively solving the world's biggest challenges with courage and compassion.

Bobby is a renowned ambassador for the emerging humanitarian brand of capitalism embraced by the likes of The Honest Company, Toms, and Warby Parker. Speaking appearances include frank 2017, the Advertising Club of NY, and the Chief Digital Officer Global Forum 2016.

"Bobby Jones is a thoughtful, refreshingly honest and insightful presenter who understands this uniquely important moment in social change in our country. He is one of our most highly rated speakers."

– Ann Christiano, Co-Founder Frank Gathering 


Bobby is the co-author of 'Good is the New Cool: Market Like You Give a Damn' (Regan Arts, 2016), a provocative manifesto for a bold new model of marketing, which helps brands become a force for good. 

Constantly drawing on his diversity of life experiences, Bobby is a natural presenter and storyteller, easily able to tailor all material to diverse audiences’ needs, captivating them from beginning to end. 

Bobby’s work has taken him around the world. Prior to Peace First, he traveled as a researcher and speaker, from favelas in Rio to hotels in Shanghai, unearthing insights in youth culture and inspiring International marketing, design and communications teams with his findings.

"We were so thrilled and honored that Bobby and Afdhel kicked-off our A&M Series. They did a phenomenal job inspiring and educating our audience and have joined the many legends like David Ogilvy and Donny Deutsch that have presented at our club before."

– Cathryn Gonyo, The Advertising Club of NY


This book reveals how brands can unleash the potential of a revolutionary new model: 'How to Make Money and Do Good, by Harnessing the Power of Cool' with 7 key principles:


1. Know Your Purpose (A.K.A. know what you give a damn about): Purpose is the new fifth ‘P’ in Marketing.

2. Find Your Allies: Brands, culture creators and non-profits should collaborate in ways that ‘make money, and do good, by harnessing the power of cool’.

3. Think ‘Citizens’ not ‘Consumers’: Brands should think about people in a way that is ‘Transformational’ not ‘Transactional’.

4. Lead with the Cool but Bake in the Good: Socially impactful brands need to use the power of cool (great design, great story) to inspire people.

5. Don’t Advertise, Solve Problems: Brands should create physical and digital experiences that live at the ‘intersection of useful and delightful’.

6. People are the New Media: If you create something amazing, you generate the holy grail of all marketers – word-of-mouth recommendation.

7. Back Up the Promise with the Proof: Make sure you back up your words with actions.

Good is the New Cool: Market Like You Give A Damn

There is a seismic shift happening around us. Conscious consumers are demanding a conscious capitalism. As the largest generation by population to date, with the most buying power, cutting-edge businesses, including Warby Parker, The Honest Company and Lady Gaga are communicating as ‘purpose-driven’ companies and brands.

Bobby Jones will break down how marketers at some of the nation’s most well respected companies are adopting the new model of marketing to future-proof their business - be cool, make money, and do good. From concepts such as ‘Bake in the Good, Lead with the Cool’, to ‘Think About Citizens, not Consumers’, will walk away knowing how to leverage culture as a powerful force for good.

"We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today."

– From 'Good is the New Cool: Market Like You Give a Damn'

The New Expectations of Centennials: What You Need to Know to Reach the Largest Consumer Group on the Planet

We are living in a time of unprecedented technological, social, political, and economic change. This new era has created a generation of young people – Centennials – that is very different than any we have known before. They are more tolerant, socially conscious, digitally connected, and entrepreneurially minded than their predecessors and have new expectations of the roles brands should play in solving problems in their lives and in the world. With almost half of our planet’s population under the age of 25, they represent the biggest global market opportunity in history and perhaps, our best chance at solving society’s biggest challenges.

This informative and inspiring talk will provide businesses looking to connect to this valuable consumer group (worth $44 billion dollars in the US alone) with an essential and deeper understanding who they are, what they want, and how they want it. 

"Centennials compose almost half of the 7 billion people on our planet and 1.2 billion are aged 10-19. They are the youngest and largest generation in the world, and will be a major force in shaping our world and marketplace for the better."

- Bobby Jones



Cool Hunting for Good

Trends aren’t born online. That’s where they gain momentum. Real trends are made in the streets, studios, markets, small stores and the minds of people in cities all over the world. That hasn’t changed for decades. What’s changed is how the customer engages with these trends. This is how the brands of tomorrow are making themselves known.

This talk highlights the innovators on the ground, globally, who are driving the next cultural shifts consumers crave. Through the process of creative partnerships, they’re solving some of the world’s most pressing problems. Audiences will walk away knowing the key trends in youth culture, and have the knowledge required to engage with these trend setters.

"It is no longer enough to simply invest in following trends, to succeed in this fast moving landscape, brands must be active participants in culture, becoming credible contributors to its influencers and the things they are most passionate about."

– Bobby Jones


Booking Bobby

Bobby Jones is a natural presenter and storyteller, easily able to tailor all material to diverse audiences’ needs, captivating them from beginning to end.

Complete the form to find out more about Bobby's availability, topics and fees.

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