From his base in Copenhagen, Thomas Kolster has been studying the field of advertising linked to corporate social impact for over a decade. Based on this knowledge and skills as a marketer and communications expert, “Mr. Goodvertising” has advised brands in over 70 countries on effectively integrating cause and commerce.
David Hessekiel: Describe the personal and professional journey that led you to the helm of The Goodvertising Agency and the work you do advising brands on embracing purpose.
Thomas Kolster: Let me be honest, at the age of 30 I was running a run-of-the-mill advertising agency out of Copenhagen, Denmark, when I had my first light bulb moment.
In Denmark in 2009, we were hosting the UN Climate Change Summit, and all the big shots were there: Barack Obama, Tony Blair, Angela Merkel etc. Obviously, I had high expectations to our elected government leaders to step up and act on the climate emergency. Nothing happened. I asked myself what can I do as a marketeer? What if brands stepped up to the challenge? That sparked me to write my first book, “Goodvertising.” I dedicated the agency to work for and rally for brands to embrace purpose and more sustainable practices: The Goodvertising Agency.
The Goodvertising Agency advises brands on creating marketing that integrates cause and commerce ... [+]
A decade later, I had my second light bulb moment. The market had dramatically changed from the days of early purpose adopters such as Patagonia, Ben & Jerry’s and Chipotle. Suddenly every brand pretended to be Mother Teresa and Gandhi shouting its world-bettering message from every roof top. Who to trust? And maybe more importantly, with all these so-called purposeful brands, who have genuinely helped you live a better life? I wrote a second book, “The Hero Trap”, taking a hatchet to my earlier beliefs and portraying what I call a post-purpose market.
People aren’t buying your purpose or values (Everybody claim to have them), or your actions (few brands take actions bold enough to matter), but instead they’re buying; Who you can help them become? For me, that’s real authentic leadership. When you as a brand help people live greener or healthier, they can feel the difference, it’s not yet another cheap corporate statement. If you pretend to be a hero and shout: We are oh so diverse, someone will eventually call you out. Whereas if you as a brand enable people to confront their biases, it’s hard for them to criticize you if they don’t succeed. They have a responsibility as well. It’s simple, avoid the hero trap.
Thomas Kolster, founder of The Goodvertising Agency
David Hessekiel: You recently collaborated with GfK on a study of how different generational cohorts respond to purpose advertising. Central to this was your concept that there are two types of these ads: Traditional and Transformational. Please describe this concept and provide some examples.
Thomas Kolster: Oh yes, there seems to be two types of leadership unfolding – and the ads that follow. Chipotle wanted to promote its sustainable agricultural practices with the ad “Can a burrito save the world?” this is what I call a traditional purposeful ad. Compare this strategy with a transformational ad that pitches you and I as the agents of change. A good example could be Dove – and how they with their ad “Reverse Selfie” wants to remind young women (and all of us) that social media can hurt young women’s self-esteem and why it’s important to have a selfie talk.
A chart from The Goodvertising Agency and GfK show differences in consumer reaction to traditional ... [+]
David Hessekiel: What were the key findings of the GfK study? What should brands take away from it?
Thomas Kolster: The study shows that transformational ads – those that focus on consumer achievements and empowerment, rather than the brand’s own heroism – has a stronger emotional impact across a number of key questions. Together with GfK we found significant differences on statements such as “makes me feel empowered by the message” and “message sets it apart from others in the same category.”
One important contrast can be illustrated by the two ads I just mentioned. Dove scored significantly higher (+10%) on the action part such as “inspires me to be part of the change.” Or triggers such as “I want to learn more about the brand or the product” (+5%). When you as a brand is on a mission to transform people’s lives at every step, your resources and activities bring you closer to enabling people and ultimately changing behaviours, driving sales and ultimately playing a truly meaningful role.
David Hessekiel: What marketing campaigns are you particularly enthusiastic about these days in terms of fielding transformational purpose ads that are motivating consumers and why?
Thomas Kolster: I feel blessed that I’m exposed to such an array of campaigns by often judging Cannes Lions and D&AD – the two most important award shows in the advertising industry. There are lots of innovation happening in marketing, but two examples come to mind.
First, I want to give kudos to the people at doconomy.com for enabling people to see a carbon estimate of their credit card spending and, in that way, supporting a lighter carbon footprint.
Second, one of my favorite campaigns is an oldie: American Express’ Small Business Saturday. It’s a yearly campaign encouraging all of us to support our small, local businesses. As the campaign is being adopted in more and more markets, the results are clear: Three to four-fold growth in spending in local stores. When you as a brand stop seeing people as consumers, but instead as individuals on a shared journey, it’s incredible what can be achieved. If you want to change the world, begin with the individual and ask: Who can you help him or her become?
