On Maggs on Media, eNews Thomas Kolster tells us why Goodvertising is a growing trend in brand communications – with some very compelling examples!
Advertising is facing a world that doesn’t want it any more. We are facing the dire reality of a world with scarcer resources and consumers that are tired of brands behaving like self-serving dictators. Goodvertising offers a new way forward where it’s about serving real needs instead of creating wants.
In terms of share of voice, there’s no doubt about it: standard advertising outmuscled the David-like attempts of Goodvertising to bring a different narrative forward — one that advocates caring for each other and our planet.
Brands need to have a single-minded sustainability preposition instead of a save-all approach that often equals save-nothing. Those who succeed in the green space stand for something like Bodyshop for animal cruelty free cosmetics.
I hear that statement often when I’m doing a talk or presenting to a group of marketing directors. It’s often delivered as a defiant outburst or a sarcastic mumbling,”Our clients don’t care about sustainability!” or, “Our clients won’t pay more for sustainable products!”
As part of the global campaign, The World Day against Death Penalty, we launched an ambient stunt to get the Danes attention and support for the total abolishment of the death penalty.
The unemployment fund, Min A-kasse, wanted to lobby for less bureaucracy. Through research, we found the bureaucracy had run amok, ending in 23,675 pages of unemployment rules. We turned the pages into a tangible symbol…
~ Thomas Kolster
I don’t preach about corporate social responsibility, I think that’s a brand image hygiene factor, I advocate for world-bettering initiatives and innovation, where the core idea is sustainable – particularly in an economic sense. It’s about sustainable corporate innovation, sustainable corporate communication!
Copyright 2011. Thomas Kolster