Biography
Bibliography
BOOKS :
‘Goodvertising’ (Thames & Hudson 2012)
‘The Hero Trap’ (2020)
ARTICLES :
You’re selling running shoes – don’t pretend you’re saving the world
Why Brands Need to Avoid Being Heroes in the World’s Story
https://www.adweek.com/brand-marketing/why-brands-should-avoid-being-heroes-thomas-kolster/
Why brand activism is a hero trap
https://www.contagious.com/news-and-views/why-brand-activism-is-a-hero-trap
Why brands doing good fail, and what you can do about it
https://shots.net/news/view/why-brands-doing-good-fail-and-what-you-can-do-about-it
Shifting Marketing From Focusing on the Masses to Millennials Instead
The Coronavirus Is Making Public Discourse Sick
OPINION: BRANDS SHOULD NOT STAY SILENT DURING THE PANDEMIC, BUT THEY SHOULD AVOID THE ‘HERO TRAP’
Thomas Kolster is a marketing activist on a mission to make business put people and planet first.
As a seasoned branding and sustainability professional of more than 18 years’ standing, he’s advised Fortune 500 companies, smallstart-ups, governments, agencies, and non-profits. He’s the founder of the global Goodvertising movement that’s inspired a shift for the better in advertising. He’s also the author of two books: ‘Goodvertising’ (Thames & Hudson 2012) and ‘The Hero Trap’ (2020)
Goodvertising is a blog, a book, but equally a movement that inspires us all – advertisers, marketers, NGOs and brands alike – to spark new and better solutions by sharing work for good. The end goal is to raise the level of creativity for good, leading to the entire creative industry working towards doing the greater good.
He’s an internationally recognised keynote speaker who’s appeared in more than 70 countries at events like TEDx, SXSW, D&AD & Sustainable Brands; and is a columnist for the Guardian, Adweek, The Drum and several other publications, as well as regularly judging at international award shows such as Cannes Lions and D&AD.
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!