“We don’t buy what you make or why you make it, but what you can enable me to achieve.” — Thomas Kolster Goodvertising. What does it mean? Well, the clue’s in the neologism: Good-vertising. Good. Advertising. The wordplay is intentional and, when you think about it, makes a lot of sense. It was coined by Thomas Kolster, an adman turned marketing & sustainability expert and author, to name a movement oriented around using marketing to show that doing good for the world is good for business. Goodness begets goodness, essentially. “Advertising is a social experiment that for the most part has gone wrong.” — Thomas Kolster With the world beginning to move towards a more conscious consumerism, it is more important than ever to understand the benefits of having a clear company purpose - an ethos that drives your brand identity. Marketing has always been seen as a bit of the devil’s game 😈: often making the bad (gambling, smoking, environmentally damaging vehicles) seem attractive. It’s the nature of the beast, but the beast is changing. With conscious consumerism has come a need to feel good about your purchases, either because you have addressed a need (instead of a want) or source provides some benefit (to yourself or others). “People create brands and if they’re created for us and by us then they need to care – just like we do.” — Thomas Kolster Goodvertising works best when there is a balance between what’s good for business, and what good the business is doing. Goodness is a relative term, and the social and environmental benefits of a company’s actions exist on a spectrum. You won’t ever make everyone happy. But it’s worth a try. Interested to learn more about the world of Goodvertising? Pre-Register for our upcoming course here!