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Can Marketing Save the Planet? It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action. Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may. In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer. For more info visit: www.canmarketingsavetheplanet.com
Episodes
Thursday Dec 23, 2021
Thursday Dec 23, 2021
“The ultimate proof point is answering the question… who can you help people become?”
In this episode we speak to the inspirational Thomas Kolster, author of The Hero Trap and Founder and Creative Director of Goodvertising.
Thomas has been championing sustainability in the advertising and marketing industry for over a decade - he tells us that when he wrote his first book, Goodvertising, back in 2012, no one in ‘the industry’ was really interested in what he had to say - his main audience were those already embracing sustainability. However, jump a decade forward - and he spends his time consulting and sharing his wisdom with leading brands and agencies around the world.
There’s so much to glean from this insightful conversation - Thomas explains how when it comes to purpose and the role brands play in people’s lives - they’ve lost their way. He tells us how most purpose statements are just too broad, that purpose is just not having the same effect - and how too much time is spent by brands and organisations naval gazing, rather than considering the real challenges people face and what really motivates and drives people to change.
This leads us on to discuss what Thomas refers to as ‘transformative brands’ - those brands that really help people to change their behaviours, and rather than the brands positioning themselves as the ‘Hero’ - they instead are the facilitators, creating positive impact and behaviour change for their audiences.
We boil down to the key point that realistically, it’s very challenging for organisations or brands to drive change - where change really lies is with each and every one of us. We are the heroes!
Inspirational, smart, funny and educational - with loads of takeaways - you’ll enjoy this one. A real feast to tune into this holiday season.
Find out more information about Thomas, his work and books via https://thomaskolster.com/ - and any comments, questions, ideas, suggestions related to the podcast, Get in touch.
Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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