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Goodvertising

Goodvertising is the belief that doing good for people and planet is also good for brand and bottom line. 

Change Begins with Who?

Great organisations put people in charge of their own life and happiness.

Who can you help people become?

Change Begins with Who?

Great organisations put people in charge of their own life and happiness.

Who can you help people become?

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The Hero Trap

Thomas showcase how organisations and leaders can spark change by asking: who can you help people become?

Screw your purpose, who can you help me become?

News

Post-Purpose Marketing

Is Purpose Getting Tired and not Delivering?

I used to be a big advocate for purpose, but it’s time we revise how we activate purpose. And yes, purpose is being challenged from many fronts these days for not being good for business (Unilever vs. Terry Smith) to not delivering the results for the brand (like...
Podcast Ad Age 2

Grading ‘Purpose’ Ads: Earth Day Winners And Losers – With Ad Age

When it comes to purpose marketing, there is a simple rule: Don’t just talk about your brand. Talk about what you are doing to make a difference or change behaviour. Myself and Ad Age kicked off a new podcast that tackles some purpose nonsense and helps bring a bit of...
Screenshot 2022 04 19 at 09.13.14

Interview: Why it’s Time for Brand Purpose to Get Real

This article was originally written and published by Creative Review When Danish marketing and sustainability expert Thomas Kolster wrote his book Goodvertising back in 2012, the world hadn’t quite yet cottoned on to the idea of purpose in marketing. Since then, of...
IMPF Thomas Kolster 1080x1350 1

D&AD Impact Jury President Calls for Work that Pushes for Systematic Change

As I prepare to head up the Impact and Future Impact juries at the 2022 D&AD awards, I talk about why creatives should stop focussing on small interventions and move on to bigger, systemic challenges. For the most part our industry is no better than a sausage...

News

Post-Purpose Marketing

Is Purpose Getting Tired and not Delivering?

I used to be a big advocate for purpose, but it’s time we revise how we activate purpose. And yes, purpose is being challenged from many fronts these days for not being good for business (Unilever vs. Terry Smith) to not delivering the results for the brand (like...
Podcast Ad Age 2

Grading ‘Purpose’ Ads: Earth Day Winners And Losers – With Ad Age

When it comes to purpose marketing, there is a simple rule: Don’t just talk about your brand. Talk about what you are doing to make a difference or change behaviour. Myself and Ad Age kicked off a new podcast that tackles some purpose nonsense and helps bring a bit of...
Screenshot 2022 04 19 at 09.13.14

Interview: Why it’s Time for Brand Purpose to Get Real

This article was originally written and published by Creative Review When Danish marketing and sustainability expert Thomas Kolster wrote his book Goodvertising back in 2012, the world hadn’t quite yet cottoned on to the idea of purpose in marketing. Since then, of...
IMPF Thomas Kolster 1080x1350 1

D&AD Impact Jury President Calls for Work that Pushes for Systematic Change

As I prepare to head up the Impact and Future Impact juries at the 2022 D&AD awards, I talk about why creatives should stop focussing on small interventions and move on to bigger, systemic challenges. For the most part our industry is no better than a sausage...

The Hero Trap

Thomas showcase how organisations and leaders can spark change by asking: who can you help people become?

It’s simple, when you help people realize themselves, your organisation becomes meaningful and change follows.

One of our studies shows, that people are 29.5% more motivated to act on messaging that put them first

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Post Purpose

Thomas explains why most organisations get purpose wrong and how organisations with advantage can put people in charge.

Post Purpose

Thomas explains why most organisations get purpose wrong and how organisations with advantage can put people in charge.

Our Promise

We promise to help you become a catalyst for positive change for yourself and for others.

© 2020 Thomas Kolster. All Rights Reserved.