SB'25 San Diego is open for registration! Sign up by January 1st to lock in the pre-launch price!
Learn More

Thomas Kolster

Thomas Kolster

Founder / Author / Speaker
Goodvertising Agency

Visit Website

Thomas Kolster is an internationally recognised marketing & sustainability expert, author and keynote speaker, and founder of the global Goodvertising movement that’s inspired a shift in advertising for the better.

He’s an international keynote speaker who has featured in over 70 countries for companies like Facebook, P&G, and IKEA, to conferences like TEDx.

As author of Goodvertising (2012) and The Hero Trap (2020), he writes for the likes of The Guardian, Ad Age and Adweek. Thomas continues to drive industry change through his active participation in leading forums such as The International Advertising Association’s Sustainability Council and D&AD’s Impact Council.

Thomas Kolster is tagged in 42 assets. Page 1 of 3.
Article
Marketing & CommunicationsCircular Economy
When We Look at the Future of Our Industry, We All Lost in Cannes
When We Look at the Future of Our Industry, We All Lost in Cannes
Published on July 8, 2024
About a 5 minute read

If we are to safeguard advertising’s legitimacy, we must address our image problem. It’s time we apply our collective creativity to solve our (industry’s) biggest challenges. ... View More

Article
Marketing & Communications
Free Course Aims to Train Advertisers to Combat Climate Change
Free Course Aims to Train Advertisers to Combat Climate Change
Published on April 22, 2024
About a 4 minute read

Good-Loop’s Good-Media Academy outlines how the ad industry impacts climate change and what advertisers can do to mitigate it. ... View More

Article
Marketing & Communications
Brands Are Missing a Climate Leadership Opportunity at the Super Bowl
Brands Are Missing a Climate Leadership Opportunity at the Super Bowl
Published on February 12, 2024
About a 4 minute read

A Super Bowl ad can shape a countrywide conversation; but most brands are choosing gutless entertainment — missing an opportunity to differentiate, engage and lead on today’s most pertinent issues. ... View More

Article
Circular Economy
Why COP Should Be More Like a Global Sport Tournament
Why COP Should Be More Like a Global Sport Tournament
Published on December 19, 2023
About a 4 minute read

It’s time for a new summit where citizens, not special interests, have a say. Imagine if COP29 were more like a sports match or a reality TV show … ... View More

Video
Taking a Critical AND Constructive Look at Creativity and Execution in Marketing
Taking a Critical AND Constructive Look at Creativity and Execution in Marketing
Published on October 16, 2023
Runtime: 1:41:28

When it comes to advancing any corporate sustainability journey, the critical importance of well-functioning partnerships between strategic, technical and creative teams has been well established for many years now. And yet, somehow we continue to se... View More

Slides
Taking a Critical AND Constructive Look at Creativity and Execution in Marketing
Taking a Critical AND Constructive Look at Creativity and Execution in Marketing
Published on October 16, 2023

When it comes to advancing any corporate sustainability journey, the critical importance of well-functioning partnerships between strategic, technical and creative teams has been well established for many years now. And yet, somehow we continue to se... View More

Article
Marketing & Communications
Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation
Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation
Published on June 26, 2023
About a 4 minute read

This year's awards recognized a historic number of climate-related campaigns; but as an industry, we continue to talk in circles. ... View More

Video
How Brands Can Build a Purpose Movement by Prioritizing People
How Brands Can Build a Purpose Movement by Prioritizing People
Published on May 22, 2023
Runtime: 52:10

Whether your organization is in the early stages of defining purpose internally, or working on external campaigns that apply purposeful storytelling for consumers to understand and act on, this session will provide tactical examples of how leaders ca... View More

Slides
How Brands Can Build a Purpose Movement by Prioritizing People
How Brands Can Build a Purpose Movement by Prioritizing People
Published on May 22, 2023

Whether your organization is in the early stages of defining purpose internally, or working on external campaigns that apply purposeful storytelling for consumers to understand and act on, this session will provide tactical examples of how leaders ca... View More

Video
How Brands Can Build a Purpose Movement by Prioritizing People
How Brands Can Build a Purpose Movement by Prioritizing People
Published on May 22, 2023
Runtime: 52:28

Whether your organization is in the early stages of defining purpose internally, or working on external campaigns that apply purposeful storytelling for consumers to understand and act on, this session will provide tactical examples of how leaders ca... View More

Video
How Brands Can Build a Purpose Movement by Prioritizing People
How Brands Can Build a Purpose Movement by Prioritizing People
Published on May 22, 2023
Runtime: 1:44:37

Whether your organization is in the early stages of defining purpose internally, or working on external campaigns that apply purposeful storytelling for consumers to understand and act on, this session will provide tactical examples of how leaders ca... View More

Article
Marketing & Communications
Lights, Camera, Climate Action? Advertisers Being Called Upon to Rein in Their Carbon Footprint
Lights, Camera, Climate Action? Advertisers Being Called Upon to Rein in Their Carbon Footprint
Published on February 21, 2023
About a 5 minute read

Accurately measuring, tracking, comparing and reporting impacts for the process of producing, filming, displaying and running ads will be crucial for the industry to play its part in solving one of the big challenges of our time. ... View More

Article
Marketing & Communications
Pomp, Personalities and Products Made for a Super Bowl with Little Purpose
Pomp, Personalities and Products Made for a Super Bowl with Little Purpose
Published on February 13, 2023
About a 5 minute read

Product, product, product drove Super Bowl commercials this year; purpose and ESG communication were largely left on the bench. ... View More

Article
Marketing & Communications
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
Published on June 27, 2022
About a 7 minute read

The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s C... View More

Article
Marketing & Communications
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Published on June 20, 2022
About a 4 minute read

Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes. ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement
Published on June 13, 2022
About a 16 minute read

To kick off the final day of Brand-Led Culture Change, attendees were treated to a broad series of examples, from a wide swath of experts, of clever strategies that lead to behavior change. ... View More

Article
Marketing & CommunicationsCircular EconomyInnovation & Technology
Forget Selling Products. Change Lives, Instead.
Forget Selling Products. Change Lives, Instead.
Published on June 28, 2021
About a 4 minute read

The happiness of buying new shoes is a short-lived dopamine kick, whereas finding better ways of living in balance with yourself adds lifelong value. It’s time to create a new offering: Who can you help people become? ... View More

Article
Marketing & Communications
Climate Was the Big Loser in This Year’s Super Bowl – and So Were We
Climate Was the Big Loser in This Year’s Super Bowl – and So Were We
Published on February 8, 2021
About a 6 minute read

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. ... View More

Article
Marketing & Communications
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
Published on January 20, 2021
About a 2 minute read

2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more. ... View More

Article
Marketing & Communications
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become
Published on August 4, 2020
About a 6 minute read

In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform the... View More

Upcoming Events

October 13-16, 2025
SB'25 San Diego
US Event
More Information
March 18-19, 2025
SB'25 Tokyo Marunouchi
More Information
April 9-10, 2025
SB Member Network: Accelerating Good Growth Spring Member Meeting
Member Event
More Information
See All Events >