As Published in Campaign Magazine: “Your Brand Shouldn’t Hold The Pride Banner: Turn People Into The Activists”
When every brand is claiming to be Nelson Mandela, people are growing increasingly skeptical towards those brand’s efforts. It’s time we wake up and embrace a new direction, if we’re not to jeopardise the brands we’re working for. And who can blame people for being...
Most Creative Work is Do-Good Fata Morganas
When you look at most creative work in the sustainability, do-good, #goodvertising-space it does look worthy at first sight. But when you take a closer look, it’s a fata morgana. As a creative industry, we still have a long way to go to truly solve social and...
Judging the D&AD Impact Awards 2021
I’m proud to be judging the D&AD Impact Awards for the 4th time…
As Published in Sustainable Brands: Climate Was the Big Loser in This Year’s Super Bowl – and So Were We
Super Bowl LV wasn’t a year in which brands showed leadership with their sustainability messaging; but after the divisiveness, the climate emergency and the rampaging health crisis of 2020, it was a relief to have a laugh. As the Buccaneers delivered a convincing...
Originally featured in ADWEEK: 4 Super Bowl Ad Missteps Brands Should Avoid
I’ve been covering Super Bowls for years and seen how advertisers have embraced purposeful messages or good-vertising like bees around a honeypot. Money talks. If you’re willing to go deep into your pockets and take the public stage for Super Bowl, you better...
42 Courses Podcast: Discussing the New Goodvertising Course
As recently announced, we've recently launched a Goodvertising course in partnership with Cannes Lions on 42courses.com My team and I are ecstatic because we work day and night to spread the Goodvertising (and Hero Trap) messages to more brands, agencies,...
London International Awards: Advertising for good pioneer Thomas Kolster responds to Rupen Desai’s call for ‘Saving Purpose’
Purpose Doesn't Need More Saving Than a Self-important Saint Thomas Kolster is one of the most well-known faces in the advertising for good space – coining the term Goodvertising. He’s a marketing activist on a mission to make business put people and planet first –...
Purpose Has Become A Tired “Save The World” Chorus, And It’s Easily Ignored
In this guest post, for Australia’s B&T Magazine, marketing activist Thomas Kolster discusses a study in his new book that shows how purpose fails to motivate and has become a tired “save-the-world” chorus, that is easily ignored…
Interview in AdWeek: Why Brands Need to Avoid Being Heroes in the World’s Story
In his new book, Thomas Kolster has an awakening about brand purpose Credit: Originally published by AdWeek In 2012, author Thomas Kolster released his first book, Goodvertising. Eight years ago, the thinking in the book was revolutionary, and the Danish branding...
Interview: The Hero Trap: Purpose is done. And what’s next.
Q&A with Thomas Kolster on his second book, in which he urges companies not to fall into an overcrowded ‘purpose’ space and empower customers to find their transformational purpose Thomas Kolster is also known as Mr ‘Goodvertising’ thanks to his first book of the name...
Thomas joins the Cannes Lions 2019 SDG Jury
As Cannes Lions Festival of Creativity is widely known as the world championships of advertising, I am very proud to be invited to join the 2019 Sustainable Development Goals Jury. Why? Because for a long time I've been doing my best to get the attention of companies...
World Bio Markets 2019
https://youtu.be/LonYaUE5Jus It was an honour being a keynote speaker at World Bio Markets 2019 in Amsterdam. In this interview, I'm talking about how sustainability has changed the past few years. It has gone from a niche topic to a mainstream focus that every brand...
Impact vs. making a good impression: interview with M & M Finland
Thomas Kolster was recently interviewed by Marketing & Advertising Finland. This is the translated article - you can see the original here. Enjoy! Responsibility is on everyone's lips, but few marketing impressions have real impact - "Words and actions do not...
Goodvertising & the Future of Smart cities at JCDecaux
Hosting the recent Open House at JCDecaux in Paris, Thomas Kolster spoke on the need to rethink purpose and profit and the opportunity for goodvertising to play its part in tackling the issues we colossal issues we currently face globally. In this interview he talks...
Creativity for Good: Catch us at the Upcoming D&AD Festival
Some snapshots from the D&AD Festival exploring how we can use creativity to make impact on society, sustainability, and our work matter more.
Disruptor Postcast w. Thomas Kolster, Advertising Week
Thrilled to join a legendary roster of Disruptors for a podcast with TBWA CEO NYC Rob Schwartz during #AdvertisingWeekNYC - put your headphones on! LIVE conversations with 6 Disruptors: Jon Bond of Tomorro, Abigail Posner of Google, Thomas Kolster, writer of...
It was the best year ever in Cannes for ‘Goodvertising’ campaigns – and it was the worst year ever
By Thomas Kolster for The Drum, June 28, 2017. Image credits: Leaving Cannes, I feel even more schizophrenic than I did during my hard-working years in ad land. On the one hand it’s been the best year ever in the festival’s history for advertising that does...
Thomas Kolster’s 2017 Cannes Lions predictions: Less roaring, more bite
“Doing good” is for most brands (and agencies) like pissing in a wet suit. It feels nice and warm, but quickly begins to stink. Femvertising, gayvertising, goodvertising, causevertising or whatever you call it seems to be on everybody’s lips these days and the juries...
Article in The Holmes Report: “Purpose Needs To Serve The Many, Not The Few”
Companies seeking to build advertising and marketing strategy around purpose need to ask themselves, “Are we here to create a better future for the few or for the many?”
Article on Transition Consciousness: A New Purpose for Communication in Advertising
Simon Robinson, Co-author of “Holonomics: Business Where People and Planet Matter” and “Customer Experiences with Soul: A New Era in Design” has followed Thomas Kolster’s journey since 2014 and watched him taking his message of Goodvertising around the world. At Sustainable Brands 2016 in Bangkok they met again.
Article on Sustainable Brands: The Unexpected Trump Effect on the Super Bowl: More Goodvertising
The political unrest seems to be good for advertising with a conscience, as this year’s Super Bowl saw the highest number of Goodvertising campaigns ever.
ADVERTISING KILLS: Stop the overworking culture
In 2016 overwork resulted in the death of a Dentsu employee – But is work really worth dying for? Article by Thomas Kolster for The Drum.
Interview At Sustainable Brands in Rio 2016
What started as a book has become a movement – and brands are finally starting to realize that success is not just about selling stuff but about creating a meaningful difference in peoples lives.
Interview at EPICA Awards 2016
The Epica Award is the Golden Globe of advertising judged by the global advertising press. Thomas Kolster delivered a keynote about Goodvertising and the importance of the ad industry to embrace sustainability as a business opportunity and creative wrecking ball....
Article in Georgia Today: A Lesson In Goodvertising – Creative Advertising That Cares
For the first time ever, Goodvertising went to Georgia and here, the media were on point.
Congratulations to all the winners at Epica Awards 2016
At the 30th annual Golden Globe of advertising, Epica Awards, it was clear that goodvertising is now truly on its way forward.
Article in ArabAd: Epica – Travel to the heart of Adland
Last week Epica Awards celebrated 30 years of creativity. Founded in 1987, Epica is the only creative prize awarded by journalists working for marketing and communications magazines around the world. Launched as the first European advertising competition, today it is an international celebration of creativity, attracting thousands of entries from more than 70 countries. During the event I was lucky to sit down with ArabAd and talk CSR and Goodvertising.
Article in The Nation: “Brands must inspire consumers”
At “Sustainable Brands 2016 Bangkok” Michael Dickstein, global manager for sustainable development at Heineken International, and Thomas Kolster, founder of Goodvertising, shared their views and experience on how brands can do good for their customers and their communities.
Interview with Lovin Malta: “Why Brands In Malta Should Speak Up And Do Something Good”
How can advertising make the world a better place? How can brands come across as genuine and compassionate? And what can you do to inspire your own workplace to do business in a better way? Lovin Malta spoke to Thomas Kolster in the run up to this weekends workshop in Malta.
WORK SUCKS: Memo to all agency peers
Dear agency peers – if you had to write a memo to your colleagues in the ad industry guiding them towards creative excellence, how would it read? You probably read one attempt at such a message last week from TBWA\CHIAT\DAY’s NYC creative top dog Rob Schwartz, which...
3BL Media Blog: “Purpose is like Pokemon,” contends Mr. Goodvertising
At Sustainable Brands 2016 in Copenhagen, Thomas Kolster confronted companies with his introduction of a two-headed purpose monster and the notion: “For me purpose is like Pokemon. Everyone is searching for it but no one really knows why.”
Interview in Ad Hugger: “For me, the most important thing is to inspire”
Interview in Romanian Ad Hugger about the creativity, the inspiration and the man behind the Goodvertising movement.
Interview in Business Review “Romania is punching above its weight and I think that is great”
Interview in the Romanian business weekly Business Review about the development of marketing & sustainability in Romania.
The Drum: Bold do-good marketers wanted. Reward: questionable
Opinion originally featured in The Drum. The majority of do-good efforts from brands are ridiculous and nothing but a cheeky pick-up line to charm consumers into buying more.
Discussing the Future of Advertising in Danish TV Morning Show
I joined the Danish Tv Morning Show Go' Morgen Danmark on the biggest commercial tv channel TV2 in Denmark for a discussion about the future of advertising. https://www.youtube.com/watch?v=sz9IcI_wwAE
Advertising is a Social Experiment That for the Most Part Has Gone Wrong
Article from originally brought in the Huffington Post: As an industry we’re ignorant at best or utterly demagogic, one-sided and irresponsible at worst. The majority of do-good efforts from brands are ridiculous and nothing but a cheeky pick-up line to charm consumers into buying more
Mr Goodvertising author Thomas Kolster to judge first Marketing Can Change the World Awards
Cindy Gallop, Visa’s Nick Jones and Mr Goodvertising author Thomas Kolster to judge first Marketing Can Change the World Awards
CampaignAsia: Out of the ad-land cloud
Article featured in CampaignAsia following Thomas Kolster’s appearance at Media360 Summit in Hong Kong
Everybody’s talking about sustainability, but no one’s really doing it!
Sustainable Brands Barcelona 2016 hears from the biggest names in the space. Here’s small sum-up of Thomas Kolter’s appearance.
#SBCT16: What value does advertising bring to your life?
Through Goodvertising, Thomas is challenging the way we do business and advertising. A speaker at the inaugural Sustainable Brands Cape Town conference, recently held in the Mother City, Kolster’s session focused on the changing landscape of advertising.
INTERVIEW: A successful brand shows responsibility
INTERVIEW: Sustainability and problem-solving are key to the success of a company, says Thomas Kolster, author of the book Goodvertising.
Interview by Dallas after my UBA Trends Day talk in Brussel
An interview done by Dallas Antwerp after my talk at UBA Trends Day in Brussels, 2016.
Interview in Belgian National Radio, La Premiere
Interview in Belgian National Radio, La Premiere.
INTERVIEW: Brands of the Future Will Lead by Challenging Sustainability Narrative
Interview following the SB Copenhagen event about key focus areas for the year ahead, explore the changing role of ‘advertising for good,’ and discuss the sustainability landscape in Scandinavia.
Thomas named one of the 200 most inspiring marketing professionals in Denmark
In the Danish Marketing Associations first publication of the book The M List Thomas was named among the 200 most inspiring marketing and advertising professionals in Denmark. See more here: (Only in Danish).
How to (and How Not to) Use Humour, ‘Macho-Eco’ Identities to Communicate Sustainability
How to be more creative (and effective) in your sustainability communication. Introducing #Humour, #MachoEco and #Tech
INTERVIEW: Brand ethics: “living your values should be common sense”
The interview originally appeared in iMedia Why is now the time for advertisers to show ethical leadership? I’m sick and tired of hearing talk about responsibility, morals or ethics. Come on, it should be common sense. Advertising is a powerful shaper of...
French edition of Goodvertising is out. Vive Le Goodvertising.
You can order now from Amazon. Get the French edition click here.
INTERVIEW: Negocios, Paraguay
Interview following the presentation at ExpoNegocios 2015 in Asunción, Paraguay.
INTERVIEW: Choose your passion for sustainability
Interview for the blog iSustainability
How cool is this mag cover?
Once and a while you see a magazine go further to portray a Goodvertising story. I can't help but love what this Turkish marketing magazine has done with their cover. Maybe we should have gone more street cred with the original cover? Or maybe this is one for a...
Ideas Can Be Like A Reusable Coffee Mug
In this article Thomas gives a rallying call to creatives, challenging us to let go of our pride, and recycle ideas.
Was Cannes “Good” Enough?
Originally featured in Sustainable Brands This year, the hearts ran wild in Cannes. And I’m not hinting at the mysterious couple having an amicable rendezvous in the early hours of the morning on the red carpet in front of the Palais, but at the fact...
INTERVIEW: Slovakian Profit Magazine (sorry not in English)
Interview about Goodvertising, CSR and the Slovakian market. Sorry not in English.
Interview about Cannes Lions and my new position as board member of Creative Circle
Sorry folks this interview is in Danish, but talks about my expectations to Cannes and my new role as member of the board at Creative Circle (Advertising organisation with the aim of improving the creativity in Danish advertising, they also run the national advertising award show: Creative Circle)
Lost in translation: How to Find a Common Language Between Departments
I was recently asked by Sustainable Brands Media to share some quick points about the insurmountable wall between departments together with some other clever peeps. This is what happened.
INTERVIEW: When advertising serves a higher purpose
This interview was originally brought here Thomas Kolster is a leading international expert in sustainable communication. He’s the author of the book Goodvertising (Thames & Hudson); the most comprehensive book to date exploring communication as a force for...
Project Reconnect: Some potential solutions to the backlash against marketing.
Global Marketer Week 2015 brought together global marketing leaders from 30 countries, including the world’s biggest brands – to discuss among other things a way towards better marketing.
The Guardian Interview
Author and ex-ad professional Thomas Kolster on the responsibility of advertising and why its role must change
Is Your Campaign Human-Proof? How Limiting Human Interference Can Be Key to Success
Have you already failed your New Year’s resolution to live a healthier and happier life? We are own biggest enemy and the sooner we realize this, the sooner we can begin making real change.
Named Top Sustainability Thinker & Commentator on Twitter
I’m really happy to be named “Top Sustainability Thinker & Commentator” on Twitter by Sustainly.
INTERVIEW for Polish CSR News
CSR.pl had the pleasure to talk to Mr. Thomas Koesler about his new book, his ideas, and new solutions in how your brand can grow by becoming a part of the quest for sustainability.
Join free workshop at Social Media Week, Copenhagen
An interactive and playful keynote and workshop session (Read: Playshop) that helps your business or (personal) brand develop meaningful conversations and engaged evangelists.
My book Goodvertising joins “Top 30 Sustainability Books”
I’m happy that Sustainable Brands have selected my book “Goodvertising” to be on the “Top 30 Sustainability Book”-list together with esteemed authors such as Paul Hawken, Al Gore, Umair Haque and John Elkington.
Interview from Sustainable Brands London ’14
How Goodvertising is challenging advertising-as-usual from Arab Ad Mag
We’re at a time in history where there is a lot for brands to do besides a cheap sell or a hollow ‘pretending-to-be-different’ branding fix
A Cup for Charity: Copenhagen’s Pop Up Charity Shop
These days, nobody looks twice when you see someone balancing a takeaway coffee cup in one hand and driving with the other as they weave through traffic. Indeed, even people who take it one step further – rushing past you in the street with a coffee and a croissant...
Brands must demand ad campaigns that create change – not just wants
My latest article from The Guardian: Advertising as usual won’t work in a changing world. Chipolte and G-Star Raw show how campaigns can respond to society’s biggest challenges.
How to make #goodvertising
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.
A transparent market means rethinking the ways brands advertise
In the transparent marketplace it’s what you do, not what you say, that makes the difference, and that’s good for sustainability.
It’s Time for Big Business to Go Back to School
Nelson Mandela once remarked: “Education is the most powerful weapon which you can use to change the world,” and I’m inclined to agree. In a world riddled with social ills, one common factor becomes evident, and that is the pivotal role of education in shaping our society.
Brands battling over sustainabilty advertising is good news
When brands start greener-than-thou battles both business and the environment are the winners, says Thomas Kolster
ASK BIG, SCARY, WORLD-CHANGING QUESTIONS
Creativity is needed more than ever to bring sustainability to our world. For brands, creating sustainable success begins with a simple premise—ask huge questions.
I’ve been dubbed “Inspirational Leader” by Huffingtonpost. Humbling.
…”leading by example and laying the foundation for our collective greatness”.
2013 trends – ‘Goodvertising’ – the key to brand leadership
There’s a transformational shift happening and it’s picking up pace in the New Year. Business and its far-reaching (some might say overreaching) arm, advertising, are becoming more responsible, more caring and more sustainable.
‘Goodvertising” in Guardian Sustainable Business
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.
Review of Goodvertising by oscocio
Goodvertising is a heavy book. It’s a thorough look at advertising initiatives and campaigns of the last few years that have an ethical dimension. Given how many books are published on advertising and design (not to mention awards annuals and magazines) it’s surprising that something like Goodvertising hasn’t been published before
Interview with Fluffylinks.com, August 2012
In all the debate about a new responsible revolution – in the articles, on the blogs and on the bookshelf, what has been sorely lacking is the call for creative communication. I missed the confidence, the firm belief that we as the communications industry can make a real world-changing difference. I can’t help pushing for this again and again. We can solve these worldwide problems in a responsible, sustainable and engaging way. Not only do we know the market and the consumers, we have an abundance of skills that we have used to beg, cajole and convince consumers to buy things they may not particularly need.
Interview with Earth2Hub, July 2012
When our children are looking back on the way we did business, it will be as strange a notion as slavery is to us today. How could we be so oblivious to the harm we continue to inflict on people and the planet? Couldn’t we see the icebergs melting or the...
Article; Climate Change Affects Everybody And We All Play A Role, BusinessReport, Jan 2012
Last Month’s climate talks, COP17, seem light years away. The focus has already tipped from climate headlines to ones dominated by economic recession. The summit’s outcome is best reflected by reframing the the official slogan from “Saving tomorrow today” to “Saving...
Article; [2012 trends] Out with fear, in with hope for Bizcommunity, Jan 2012
Despite a dire economic outlook for the world economy, I'm looking forward to 2012; it's going to be an exciting and positive year. Countries and companies alike might panic and turn their backs on sustainability, asking with a tremble in their voices: Is the...
Article; COP 17 brand challenge to South African business in Bizcommunity, Oct 2011
Dear South African businessmen and women, why so quiet when it comes to COP17 or as the official title reads: the 17th Conference of the Parties to the United Nations Framework Convention on Climate Change (UNFCCC)? Where's your advertisement, your support, your...
Interview with Bizcommunity by Herman Manson, @marklives, Nov 2011
The silence on COP17 and its unintended lesson for South Africans South Africans have an extraordinary social conscience, says Thomas Kolster, the Danish communications consultant and author of the soon-to-be released book The Bible of Goodvertising (from Thames &...
Interview with Ideate, Nov 2011
1 Min. With A Superhero: Thomas Kolster on ‘Goodvertising’ Today we’re talking to Thomas Kolster, who recently popped into South Africa from Copenhagen, Denmark. Thomas is a Danish advertising consultant and author of the upcoming book ‘The Bible of Goodvertising’. He...
Interview with The Heavychef, Nov 2011
Thomas Kolster On Why Goodvertising Matters plus insights behind the book. Read it here in a new window
Thomas Kolster on Goodvertising
On Maggs on Media, eNews Thomas Kolster tells us why Goodvertising is a growing trend in brand communications - with some very compelling examples! https://vimeo.com/44738749