Thomas Kolster is a pioneering global voice on marketing, business and sustainability. A motivational speaker, author and impact entrepreneur, he’s been called “a climate change agent” by Forbes. He coined the term Goodvertising with his first book (Goodvertising, 2012), and in The Hero Trap (2020) introduced his methodology The Arrow to help brands create real impact by enabling personal transformation. Kolster has spoken in more than 80 countries, advising global brands like Meta, adidas, IKEA and P&G. He is founder of the Goodvertising Agency, a columnist for The Guardian, Ad Age and Forbes, and co-hosts the podcasts Purpose Hits and Misses and Climate Punk.
Thomas Kolster
Founder and Creative Director
Goodvertising Agency
Thomas Kolster is tagged in 46 assets.
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Article
Marketing Is from Mars, Sustainability Is from Venus
Bridging the gap between marketing and sustainability can future-proof your brand and deliver better growth. ... View More
Article
Cannes Lions Reminded Me That Purpose Can Make Us Laugh, Cry, Hope
The lack of brand response to the US administration’s anti-climate stance wasn’t echoed at Cannes — there was more sustainability programming than ever. ... View More
Article
In 10-Year Study of Most Effective Brand Campaigns, Sustainability Is a Win
WARC’s ‘Effective 100’ show that sustainability-led messaging can pay dividends. These campaigns don’t just build brand equity — they build brands that matter. ... View More
Article
The Super Bowl Ad in 2025: ‘You Can’t Win, So Win’
At this year’s Super Bowl, many ads felt like worn-out clichés — but a few won the day by speaking to people’s values and the importance of bridging divides. ... View More
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
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
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
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
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
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
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
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