As mirror of our society but also influencer, advertising – and more generally corporate communication – must play its part in the transformation towards a more sustainable economy and bring its power and creativity to the ecological transition.

From greenwashing and to greenbashing, how to rebuild customers’ trust in communication? How can we rethink communication jobs taking into consideration its new challenges? Is responsible communication even realistic?

Our guest, also known as Mr. Goodvertising, is an expert in responsible and constructive communication. Thomas Kolster is a marketing activist on a mission to make business put people and planet first. He’s the founder of the global Goodvertising movement that inspired a shift for the better in advertising.

Interviewed by Karima Essabbak, CSR and Communication Director of McCain Europe Continental, Thomas Kolster offers his testimony and his vision of the new challenges of communication.