About the session
This episode of the Future Ready CMO podcast features Thomas Kolster, founder and Creative Director of the Goodvertising Agency. The discussion revolves around the role of marketing leaders in driving positive change in business and society, focusing on the concept of a post-purpose world and the need for brands to facilitate change in consumers' lives.
Listen Now
Key speakers
- Thomas Kolster: Founder and Creative Director of the Goodvertising Agency
Agenda
- Introduction of Thomas Kolster and his work
- Discussion on the concept of a post-purpose world
- The role of brands in facilitating change in consumers' lives
- The importance of authenticity in purposeful brands
- The impact of ESG initiatives on brands' decisions
- The role of advertising in driving sustainable consumption
Takeaways
Takeaway 1: Brands need to inspire and enable change, not just talk about it
Thomas, discussed the emerging concept of a post-purpose world in marketing. This model moves away from brands simply stating their purpose or values and instead focuses on the changes that they can enable in people's lives.
“With all these brands around talking about all the stuff they're doing in our lives, around ocean plastics, around climate change, around social issues, who have in fact created change in my life?" Thomas asked. "So what brand these organizations have created change in my life?” He noted that in a post-purpose market, a brand’s success will be more about the changes they can enable in consumers' lives.
Thomas emphasized that authenticity is crucial for brands. “The leaders that actually really, truly play a meaningful role in my life, those who help me transform, are those who inspire me to create change, those who enable me to view the world differently,” he said.
Takeaway 2: Brand purpose needs to be human-centric and ingrained in the company culture
In a world where purpose marketing has become almost ubiquitous, authenticity and human-centricity are more important than ever. Thomas highlighted the importance of brands being genuine in their purpose and ensuring that their purpose aligns with who they can help people become.
“Brands who actually really help me transform, are those who inspire me to create change, those who enable me to view the world differently," Thomas stated. He used the example of Kind snacks, a brand that promotes kindness and is kinder to the body and the environment. "For me, it's about who is really to be believed in the marketplace. And I think the leaders in my life who I believe are the ones who have helped me create change in my life.”
Brands should strive to be transformative brands that place the audience at the center of the change. This approach is more appealing to younger generations who desire to be change agents in their own lives.
Takeaway 3: Brands need to play a role in addressing climate change
Thomas stressed the urgency of climate change and the role that brands can play in tackling the issue. He noted that brands have an opportunity to drive sustainable consumption and lower the barriers for adopting sustainable practices.
"Right now, it's about driving market shares for sustainable or more sustainable alternatives, or less carbon-intensive alternatives. So there's a lot of work that needs to be done in the ESG space," Thomas said.
Thomas called on brands to take a systematic approach to ESG (Environmental, Social, and Governance) initiatives, noting that brands should not simply cherry-pick issues that they believe their consumers are interested in. He emphasized that brands have a real opportunity in growing sustainable consumption, and it can only be driven by profits if it's interlinked with either driving market shares for more sustainable alternatives or less carbon-intensive alternatives.
Insights surfaced
- The concept of a post-purpose world involves brands enabling change in consumers' lives, rather than focusing on their own values or purpose.
- Authenticity is crucial for purposeful brands. Consumers need to believe that these brands are genuinely committed to their stated values and purpose.
- ESG initiatives can impact brands' decisions, but these are often driven by consumer preferences and needs.
- Advertising can play a significant role in driving sustainable consumption. Brands can use their advertising to promote less carbon-intensive products and behaviors.
- The current marketplace has too many brands claiming to be purposeful or heroic, leading to skepticism among consumers. Brands need to demonstrate their commitment to their purpose through their actions, not just their words.
Key quotes
- "I think it was very, very clear that those brands who stood up for something social issues, environmental issues, stood out in the marketplace, differentiated themselves, they connected, they were able to energize the brands." - Thomas Kolster
- "So you ultimately actually need to find your why, your purpose in who you can help people become." - Thomas Kolster
- "And I think fundamentally, it might be because of my upbringing in Denmark. I think that sustainability has to be about an inclusive movement." - Thomas Kolster
- "I think there's two things to this. I think right now, or three things I would say right now. It demands a lot of stamina. This is not a one year campaign, a fun little thing you do. This is 510 years investment. You really need to do this right." - Thomas Kolster
About Thomas Kolster
Thomas Kolster is a marketing activist on a mission to make business put people and the planet first. As a seasoned branding and sustainability professional counting more than 18 years he’s advised Fortune 500 companies, small start-ups, governments, agencies to non-profits. He’s the founder of the global Goodvertising movement that’s inspired a shift in advertising for the better. He’s also the author of two books “Goodvertising” (2012) and “The Hero Trap” (2020).
As a globally recognized keynote speaker he’s inspired audiences in more than 70 countries at events like TEDx, SXSW, DAD & Sustainable Brands. He’s a columnist for the Guardian, Adweek, The Drum and several other publications and a regular judge at international award shows. As a passionate entrepreneur and change-agent he’s launched several impact platforms like Cph:Change and Wheregoodgrows. Thomas’ belief is simple: Change begins with you!
Learn more about Thomas at thomaskolster.com