A new chapter in Roger Burnett’s crusade to make the promotional products industry more socially conscious begins Sept. 15.

The founder of Brighton, MI-based distributor Social Good Promotions has partnered with Stan Phelps, best-selling author of the famous “Goldfish” series of business books, to release “Red Goldfish Promo Edition.” Filled with more than 250 examples, the book focuses on how promo firms can simultaneously make money and give back to their communities.

“For too long, too many people have minimized the value of a consultant in our space,” Burnett wrote in the book. “I believe with an improved focus on delivering differentiated value, there is tremendous opportunity in combining purpose with commerce. I’ve made it my life’s work to pursue this concept and this book is meant to serve as a guide map for you on your own journey to developing a purpose statement for your own businesses.”

An industry veteran, Burnett co-founded the PromoCares initiative, which recognizes promo companies using their businesses for social good, and PromoKitchen, an independent volunteer group that, as part of its mission, pairs experienced ad specialty pros with others in the industry who can benefit from their guidance. He was introduced to Phelps by Danny Rosin, co-president of Morrisville, NC-based Brand Fuel (asi/145025) and co-founder of PromoCares and PromoKitchen. Rosin wrote the foreword to “Red Goldfish Promo Edition.”

“It’s a time of radical change in our own marketplace and across all vertical markets we are called to support,” Burnett told Counselor. “I’ve had some experience selling and leading in times of crisis like these, and it’s important to have something to help evolve and transform your businesses as circumstances require. I wrote ‘Red Goldfish Promo Edition’ to share the ways members of the promotional marketing industry (including my own company) are trying to lead the way in showing others how to stand out using purpose as the central promise of our brands.”

“Red Goldfish Promo Edition” will be available in paperback or via Kindle on Sept. 15. You can order here.