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Thomas Kolster’s Goodvertising: Transforming Brands for a Better World
In today’s fast-paced world, advertising has the power to do more than just sell products or services. It has the potential to inspire positive change, challenge societal norms, and ultimately drive the sustainable change, so urgently needed.
One prominent advocate for this transformative approach to advertising is Thomas Kolster, a renowned expert in sustainable marketing and purpose. He’s been advocating for change for more than 15 years and is and the founder of Goodvertising.
What is Goodvertising?
Goodvertising, a term coined by Thomas Kolster back in 2010 and also the name of his first book, refers to a new paradigm of advertising that goes beyond traditional marketing objectives. It involves creating campaigns and brand communications that align with the principles of sustainability, social responsibility, and ethical business practices. Goodvertising aims to shift the focus from solely increasing sales to making a positive impact on people’s lives and the planet. Kolster believes that brands have the potential to be a force for good. Goodvertising encourages companies to rethink their purpose, values, and actions, aligning them with the needs and aspirations of a conscious consumer base. By incorporating sustainability and social impact into their brand DNA, companies can build deeper connections with consumers and cultivate long-term loyalty.
A new approach is needed to inspire action and stay authentic
More than a decade later, Thomas is challenging the first theory he championed with Goodvertising. Today every brand is pretending to be on a world-rescuing mission like Mother Teresa or Ghandi, but ask yourself who can be believed? Kolster wrote a second book, The Hero Trap, where he outlines an emerging post-purpose marketplace. According to Kolster people are no longer buying what you make – or why you make it, but instead who you can help them become. It’s all about the difference you can enable in someone’s life like helping them live more climate friendly. When you as a leader or a brand focus on people’s challenges, aspirations, or dreams, you constantly stay relevant rather than being stuck with values that at one time seemed progressive, but now more feels like a dinosaur trying to learn new ways. Kolster encourages brands to keep moving forward with us as we, through life, chase a better version of ourselves. He calls these brands: transformative brands. Every brand can claim to be diverse, but the outcome I can feel and appreciate, is a brand that has helped me overcome my own biases.
One of the core tenets of The Hero Trap is inspiring action. Instead of simply delivering a message, transformative campaigns strive to motivate individuals to make positive changes in their lives and communities. By tapping into the emotional and cognitive aspects of human behaviour, these campaigns encourage responsible choices, conscious consumption, and active participation in social causes and is great for business.
Effectiveness of transformative brands
A study Goodvertising recently published together with GfK found advertising that puts people as agents of change rather than touting your brand’s achievements is better at cutting through the noise. We call these transformative commercials. One telling contrast can be seen in two of the commercials analysed in the study – Dove’s ‘Reverse Selfie’ and Chipotle’s ‘Can a Burrito Change the World?’. Chipotle spoke about its commitment to farming, whereas Dove encouraged young girls to adopt different digital behaviours. Dove scored significantly higher (+10%) on actions such as: “Inspires me to be part of the change.” Or triggers (+5%) such as: “I want to learn more about the brand or the product”. When brands take a transformative approach people feel empowered and wants to play their part.
As consumers continue to demand more from brands, Kolster envisions a future where advertising becomes a powerful catalyst for change and progress. Join us in Melbourne for an interactive session with Thomas Kolster on The Power of Purpose: Unleashing Sustainable Change.
Register your interest here for the event.
Thomas Kolster is a marketing activist on a mission to help businesses put people and planet first.
He’s the founder of the global Goodvertising movement that’s inspired a shift in advertising for the better. Thomas is a seasoned branding and sustainability professional counting more than 18 years advising Fortune 500 companies, small start-ups, governments, agencies to non-profits. He’s also an author and globally recognised keynote speaker having inspired TEDx & SXSW audiences to name a few.