Thomas Kolster
on Goodvertising and the “Hero Trap”
“Mr Goodvertising, what’s the most used and abused cliché in sustainability that bothers you?
Well, the word itself: Sustainability. Let’s make a sustainability swear jar: everyone pays 1€ when they use the S-word!”
Thomas Kolster believes we use the S-word because we’re too lazy or ignorant to describe what we really want to say: “A lot of the damage happens at the hands of you and me. Not that many of us sit down and do a sustainability assessment of our lives. That’s probably pretty far down our list of daily concerns.”
He is a frontrunner, post-purpose preacher, founder or the Goodvertising Agency, TED Speaker and author who continuously challenges the status quo with his vocal and often provocative views on leadership. Thomas judged top awards such D&AD and Cannes Lions International Festival of Creativity, and his pen rarely rests as he writes for publications such as The Guardian, Ad Age, Sustainable Brands and ADWEEK. His wish is to make marketing people understand why their voice truly matters. The Goodvertising movement is all about unlocking creativity for good!
Before writing his “Hero Trap” book, Thomas asked himself: “What brands have created tangible change in my life?” Unfortunately, the list was short. Rebuilding society and solving planetary problems are noble goals, but when brands pose as Mother Theresa or Gandhi, it’s difficult to live up to those standards. Too many leaders and brands are claiming to be climate-saints. What for, actually?
Thomas didn’t understand how could he commit to big ideas if he couldn’t take a small step on an individual level. The answer came straight away: brands that “fly like Superman will fall like a can of soup.” In an over-crowded do-good market, people don’t buy what or why you make it, but who you help them become: “As a customer, you can feel the difference in your own life, it’s not just virtue-signalling.”
Thomas understood the core issue. “Human betterment” is realizing that the best things in life aren’t things. Brands should be companions. They should hold our hands and help us achieve our dreams and goals towards actualization: “Our aspiration is self-realization. We want new experiences, curiosity, creativity and learning.” It all revolves around inner human wealth: happiness, better connections, less stress, fulfilment: “Materialism is a losing strategy. The happiness of buying is a short-lived dopamine kick.”
Finding better ways of living in balance is what truly adds lifelong value. It’s time for a new type of leadership that enables people to move towards inner transformation! Read Thomas Kolster's answers for Inspirators and have a sneak peek into his key messages as a speaker at Climate Change Summit in Romania, the largest event in CEE dedicated to climate change, on the 15-17 October in Bucharest!
Thank you, Thomas, for being Mr. Goodvertising!
#INSPIRATORS QUESTIONNAIRE
Name: Thomas Kolster
Company / Institution: Goodvertising Agency
Title: Founder / Speaker / Author
Website: https://thomaskolster.com/
LinkedIn profile: https://www.linkedin.com/in/thomaskolster/
Country of origin: Denmark
Country you currently live in: Denmark
Your definition of Regeneration: Let’s fix this shit once and for all.
Main business challenge you face: The goldfish syndrome. Business and society are going in circles, stuck with short-term thinking.
Main driver that keeps you going: My readers, my audience, you!
The trait you are most proud of in yourself: Relentless curiosity.
The trait you most value in others: Empathy.
Passions & little things that bring you joy: Walking barefoot, conversations that make you forget time, difficult challenges.
The Inspirators who determined you to take the regenerative path:
Nature has been my biggest inspiration. I know, what a cliché. But honestly, I only got convinced, when I visited a biodynamic cocoa plantation in Ecuador, a regenerative barley field in northern Finland or a safari camp in South Africa that’s turning farm land back to Savannah.
A starting point for companies or professionals that are beginning the regeneration journey:
Regeneration is not for everyone. It’s more often an overpromise or a pipedream than an actual regenerative path. Don’t bullshit yourself. Save time, maybe you just want to do less bad. That’s also ok.
Most used and abused clichés in sustainability that bother you:
The word itself: sustainability. People only use it because they’re too lazy or too ignorant to describe what they really want to say. Let’s make a sustainability swear jar – everyone pays 1€ when they use the S-word!
An honest piece of advice for young people who lose hope:
The only cure against hope, I found in my life’s difficult moments, is 'love or hate.' Love because you want to fight for or protect something you love. Or hate, because you want to change paradigms and stop big oil.
Books that had a great impact on you / Must-Reads for any regenerative professional:
It’s really, really embarrassing. I haven’t had time to open a book for a long time. And I love books. On my night table are tons of books that I’ve been gifted or bought. Guess, it’s time: I must read!
Movies / Documentaries you would watch all over again: I’m a sucker for any nature documentary. If it’s narrated by Dave Attenborough, it’s usually worth watching.
Websites / Podcasts you visit frequently: Shut off my brain while travelling - Conan O’Brien needs a friend.
Music that makes you (and your heart) sing: At the moment, Amapiano makes me smile.
Places you travelled to that left a mark on you: Galapagos island; the pristine forests and mountains in Romania; Hiroshima; the craziness of Lagos and the stunning island of Sao Tomé.
Trends in Regeneration we should keep an eye on:
There’s too much bullshit in this space. It’s like the early days of sustainability where people just added sustainable in front of everything, sustainable concrete, sustainable travel. I’m unfortunately witnessing the same in the regenerative space, where help me now, big multinationals talk about regeneration! Yet, the reality is that the regenerative stuff they do – like farming – is an insignificant or barely visible part of their total footprint.
Events we should attend / Best places for networking (online or offline): I’m bored of them. Sorry. It’s so much the same either a conference hall – or some hippie like tent camp in a forest. Where’s the place and time for real conversations. I always felt the most important conversations happen among the speakers with a glass of wine before the show starts.
Impactful and relevant Sustainable Development or Regeneration courses or certifications:
I really wouldn’t know. Sorry. I’m self-taught.
Reasons to feel optimistic about our future in 2030: You’re still alive. Well done.
Reasons to feel pessimistic about our future in 2030: You were too lazy or busy or ignorant to use your voice and work to drive change.
Regenerative Leadership qualities much needed today: It’s ok to disagree. We all share this one beautiful blue planet. Step down from your high climate horse, stop pointing fingers at the climate deniers and let’s go forward together.
The Inspirator(s) you are endorsing for a future edition:
Laura Storm
The quote that inspires you:
I don’t throw a lot of quotes around, that said, I do tend to often quote Mark Twain or Paulus or who the hell said this, let me paraphrase:
“If I had more time, I would have written a shorter letter”.
I think this quote is important in dealing with sustainability and regeneration, where there’s a tendency to hide behind fancy terms.
Your quote that will inspire us:
