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Thomas Kolster

Founder / Author / Speaker
Goodvertising Agency

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
When We Look at the Future of Our Industry, We All Lost in Cannes

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
Free Course Aims to Train Advertisers to Combat Climate Change

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
Brands Are Missing a Climate Leadership Opportunity at the Super Bowl

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
Why COP Should Be More Like a Global Sport Tournament

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

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

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
Cannes Lions Was a Climate Kindergarten; Time to Mature the Conversation

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

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

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

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

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
Lights, Camera, Climate Action? Advertisers Being Called Upon to Rein in Their Carbon Footprint

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
Pomp, Personalities and Products Made for a Super Bowl with Little Purpose

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

Article
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival

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
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed

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
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement

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
Forget Selling Products. Change Lives, Instead.

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
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. ... View More

Article
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns

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
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become

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
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Monday, December 9, 2024
OK - Now What?: Navigating the Shifting Landscape for Corporate Sustainability After the 2024 US Presidential Election
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December 11-12, 2024
SB Member Network: Shifting Customer Behavior and Demand December Member Meeting
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Sponsored by Amazon
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