There is no lack of research and data suggesting that an authentic purpose is good for business, for society, and for the planet.

When companies lead with purpose, and root it in business strategy, a cascade of benefits are likely to follow — from greater customer loyalty and advocacy to increased sales and innovation to workforce retention and brand growth.

One man who needs no convincing about the power of purpose is Afdhel Aziz, founder and chief purpose officer at Conspiracy of Love, a social impact marketing agency. His whole business model is shaped around the idea of creating a better world through purpose. And in his work with some of the world’s most iconic brands, Afdhel hopes to help people use business and culture as forces for good.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Afdhel joins host Ken Beaulieu to discuss the state of the purpose movement and the trends that are reshaping the business landscape for the greater good.