“Goodvertising” holds key to moving minds in a sustainable direction
The advertising industry must stop the consumption push and start using sustainability as a USP

If we want a better world, we need to tell a better story. Of all advertising out there, 99% says consume the world: buy this car and you’ll be sexier, or buy this toy and your kid will have more friends at school. Is it really a surprise, then, that when we talk about changing people’s behaviour and mindset in a sustainable direction, it seems like a herculean task? If you’re told something enough times you believe it – as advertising professionals, we know this.

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Thomas Kolster © 2017
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