The Evolution of Goodvertising

Thomas Kolster is a pioneer in the field where marketing, business, and sustainability intersect. With his first book, “Goodvertising,” he popularised the term to describe advertising that delivers positive environmental or societal benefits. His second book, “The Hero Trap,” warns of a post-purpose market, where people no longer buy into your values or your “why,” but rather who you can help them become.

Thomas’s journey began on a small island in the Baltic Sea, where he witnessed firsthand the collapse of the local fishing industry. This early experience shaped his understanding of the fragile relationship between industry and nature. However, it was the 2009 climate summit in Copenhagen that catalysed his career in sustainable advertising. Disappointed by the lack of action from world leaders, Thomas decided to take matters into his own hands.

“I experienced what can happen when we can’t just take nature for granted and the services that nature provides to us,” Thomas recalls. “That’s actually where my journey started.”

A New Kind of Leadership

Thomas is vocal about the need for the advertising industry to grow up and take its responsibility seriously. He believes that the industry has significant power to drive GDP growth but also has a negative side effect on overconsumption and environmental degradation. For Thomas, the solution lies in redefining leadership within the industry.

“We don’t really have any responsibility per se, you know we can’t really… And so that’s disappointing,” Kolster laments. “We need to take a much more human-centric approach to this. We know people want to live sustainably, is it really that difficult to help them on that journey?”

Kolster criticises the industry’s tendency to chase the next trend without establishing a long-term vision. He argues that brands need to focus on offering sustainable choices and showing real leadership.

“The industry’s inability to create any sort of long-term vision is disappointing for an industry that is creative, that talks about leadership, that talks about purpose,”

The Role of Advertising in Overconsumption

One of the central themes of our conversation was the inherent conflict between advertising and sustainability. At its core, advertising aims to stimulate consumption, which often leads to environmental harm. Thomas acknowledges this paradox and urges the industry to rethink its approach.

“I don’t think we as an industry have ever had such impactful weaponry at our disposal to target people with,”

Thomas points out. “We need to redesign how we advertise. For every decision we make, we should think like a public service channel: What’s best for society? What’s best for our children?”

Thomas emphasises the need for the industry to set guardrails and take proactive steps to reduce its negative impact. He calls for a shift away from harmful practices like excessive promotions and misleading sustainability claims. “There are so many things we could just say no to. It’s not that we cannot take leadership on that stuff, and that’s what pisses me off the most.”

Digital Advertising and Environmental Impact

As digital advertising continues to grow, so does its environmental footprint. Thomas highlights the importance of addressing the carbon footprint of digital media and the need for the industry to take a stand on this issue.

“The impact of digital advertising… it’s one of the more growing media types in terms of how people actually spend their media money,” Thomas explains. “Finally, I do see some discussions around carbon footprint, which is amazing in our industry. But again, we need to put up guardrails and start raising this cute little Lion Cub in a sensible manner.”

Thomas stresses the importance of creating a positive digital environment that minimises harm to the planet. He calls for a unified global approach to regulate and guide the use of emerging technologies like AI in advertising.

Optimism and Realism

Despite the challenges, Thomas maintains a cautiously optimistic outlook. He believes that the advertising industry has the potential to lead meaningful change if it embraces a more responsible and sustainable approach.

“I think as a creative person, you need to be inherently optimistic. You need to be able to envision a future and set forward a vision and a direction to which you wanna move and can move,” Thomas says. “But let’s be honest, we are right now in a capitalist system that seems to have a built-in inability to deal with long-term changes.”

Thomas calls on young advertisers to remain bold and persistent in their efforts to drive positive change.

“If you believe in something, keep fighting for it, because there’s other people who are gonna believe it as well. And I’m absolutely sure that if you’re young, creative, and you do passionate work in this space, it’s gonna inspire other folks.”

Conclusion

Thomas’s insights highlight the urgent need for the advertising industry to reevaluate its role and responsibilities. By adopting a more sustainable and human-centric approach, the industry can leverage its considerable influence to drive positive change. As Kolster aptly puts it, “The least we can do as an industry is to offer people sensible green choices.”

For more insights from Thomas Kolster and to explore how the advertising industry can lead the charge for good, tune in to the latest episode of The Responsible Edge Podcast.

Aisling’s journey from the beauty industry to sustainability consultancy provides a unique perspective on the evolution of greenwashing. “I spent years working in the beauty industry… where greenwashing was rife,” Aisling recalls. This firsthand experience underscored the necessity of genuine sustainability practices, as she transitioned from traditional PR roles to becoming a vocal advocate for ethical business.

Greenwashing, a term that only entered the dictionary in 2019, refers to the practice of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound. Aisling’s narrative sheds light on how greenwashing can often be a subtle and insidious challenge. For instance, she describes how beauty brands would claim, “this product hasn’t been tested on animals,” while neglecting to mention that the individual ingredients had been.

The Role of PR in Ethical Business

The conversation explores the critical role of PR in shaping and maintaining a company’s ethical stance. Aisling highlights the dual-edged nature of PR: while it can be used to mask unethical practices, it also has the power to foster transparency and trust.

“Brands don’t have anywhere to hide,”

Aisling asserts, emphasising the accountability that modern communication channels impose on companies.

Transparency is paramount. As Aisling notes, “It’s around being transparent… you have to walk this middle line. You need to have a leadership position.” This involves not only avoiding deceptive practices but actively engaging with stakeholders to build a credible narrative around sustainability.

Stakeholder Engagement and ESG

A significant portion of the discussion is dedicated to the importance of stakeholder engagement in developing effective ESG (Environmental, Social, and Governance) strategies. Aisling explains,

“It’s about mapping out who your stakeholders in your business… and how are they engaged in your business.”

This approach ensures that all voices are heard and that the company’s actions align with its ethical commitments.

Engaging stakeholders is not merely about communication; it’s about genuine interaction and feedback. Aisling elaborates, “If you listen to your customers and hear what they have to say… hearing from your customers firsthand is really key in taking it on board.” This interaction helps companies not only to identify areas of improvement but also to educate their audience about the complexities of sustainability

Addressing the Challenges of Greenwashing

One of the most compelling parts of the episode is the discussion on the practical challenges and risks associated with greenwashing. Aisling acknowledges that while some companies engage in greenwashing with malicious intent, others do so inadvertently.

“Some businesses are really trying to do the right thing and accidentally greenwash,”

she points out. This highlights the importance of continuous education and vigilance in ethical business practices.

Aisling emphasises the need for businesses to stay informed and adaptable. “Sustainability is like tech, it’s constantly moving… what you were doing yesterday is not good enough tomorrow,” she states. This dynamic nature of sustainability requires businesses to be proactive and forward-thinking.

The Future of Ethical Business

Looking ahead, Aisling is optimistic about the potential for businesses to evolve and embrace ethical practices. She highlights the role of frameworks like B Corp, which require companies to commit legally to balancing profit with purpose. “That’s why I’m such a fan of B Corp… it’s about moving your business from a shareholder model to a stakeholder model,” Aisling explains.

This shift is not just about compliance but about fundamentally rethinking the purpose of business. Aisling shares her belief that money can be a force for good: “We need to figure out how we all make money and participate in this economy and do good with it instead of bad.”

Personal Reflections and Advice

The episode concludes with Aisling sharing personal reflections and advice for aspiring professionals. She encourages listeners to trust their instincts and not to be afraid of change.

“Our skills are so transferable… there’s a lot more opportunity out there than you realise,”

Aisling advises. This empowerment narrative is particularly resonant, reminding us that ethical business is not just a professional endeavor but a personal journey.

In essence, this episode of “The Responsible Edge” podcast with Aisling Connaughton offers a profound exploration of the challenges and opportunities in ethical business practices. From tackling greenwashing to engaging stakeholders and embracing continuous improvement, the insights shared provide a roadmap for businesses committed to making a positive impact.

Neil Wilkins has witnessed the transformation of marketing from its early days to the present, where sustainability and ethical considerations are increasingly at the forefront. “I can remember marketing pre-internet, pre-social media, and now we’re into a whole new realm of marketing with sustainability, climate crisis, AI, and the metaverse,” he reflected. This shift has necessitated a reevaluation of marketing strategies to meet evolving consumer expectations and societal demands.

The Ethical Dilemma

One of the core topics discussed was the inherent tension in marketing: the drive to sell versus the commitment to ethical practices. Neil candidly acknowledged this challenge, stating,

“It is an uncomfortable truth. The vast majority of people that we either work for or work with are still working to the old model.”

He emphasised that many businesses are yet to fully embrace the shift towards value-driven, purpose-led marketing, despite the clear benefits it offers.

Aligning Brand Mission with Marketing

Neil highlighted the importance of aligning a brand’s mission with its marketing efforts to build authenticity and trust.

“When your marketing strategies are clearly aligned with your core values, they speak more authentically to your audience, building a stronger emotional connection,”

he explained. This alignment not only enhances credibility but also fosters deeper, more meaningful relationships with customers.

Transparency and Authenticity

Transparency is crucial in fostering trust. Neil argued that brands must be open about their practices, even when they fall short of perfection. “It’s about just this open honesty that nothing ever was perfect. We need to be proud of the fact that we’re on a journey,” he said. He advocated for sharing progress publicly to build credibility and invite customer collaboration.

Storytelling: The Customer as the Hero

Effective storytelling places the customer at the center, making them the hero of the narrative. Neil advised, “The stories they’re telling, the way they position their products, it feels like they really have listened.” He also introduced the “rule of thirds” in storytelling: one-third personal, one-third pointing to valuable content, and one-third promoting the brand.

Practical Steps for Ethical Marketing

Neil provided actionable strategies for adopting ethical marketing practices:

•Documenting Impact: Keep a portfolio of incremental changes to track progress and build confidence.

•Third-Party Verification: Use tangible, verified evidence to support claims and avoid greenwashing. “Tangible, verified evidence is the absolute key to being authentic and properly trustworthy,” he stated.

Building Intimate Customer Relationships

Moving away from transactional marketing to building intimate, collaborative relationships with customers is essential. Neil highlighted that this shift requires marketers to be vulnerable and open to feedback. “We need to move away from marketing being a monologue to being much more collaborative,” he emphasised.

Neil cited examples of brands excelling in mission-driven marketing, including Patagonia and Marks & Spencer. He also mentioned startups like bamboo clothing brands that are purpose-led from inception, serving as models for other businesses.

Advice for Aspiring Marketers

For junior marketers, Neil offered this advice:

“Document and put into a portfolio every little incremental piece of value that you add.”

By focusing on small, impactful changes, marketers can build a track record of making a positive impact and foster confidence in their ethical practices.

Neil Wilkins’ insights provide a roadmap for navigating the complexities of ethical marketing. By aligning marketing strategies with core missions, embracing transparency, and fostering genuine customer relationships, businesses can build trust and drive sustainable growth. The conversation underscores that while the journey towards ethical marketing is challenging, it is both necessary and rewarding.

In the latest episode of “The Responsible Edge,” host Charlie Martin engages in an insightful conversation with Alex Fahey, Head of International Sales at Clear Channel Europe. The discussion delves into the environmental and societal impacts of Out-of-Home (OOH) advertising, drawing from key research studies by KPMG and PWC. This article explores the significant findings of these studies, Clear Channel’s sustainability initiatives, and the broader implications for the advertising industry.

A Sustainable Media Choice?

Out-of-Home advertising has long been a staple in the marketing mix, but its environmental impact has come under scrutiny. The KPMG research, commissioned by Outsmart, the UK trade body for the OOH industry, provides a comprehensive analysis of the power consumption and carbon emissions across six main advertising media channels. Alex explains, “They measured the six different channels… and they looked at two main things: power consumption and carbon emissions that were produced.”

The findings reveal that OOH advertising represents just 3.3% of the advertising power consumption and less than 3.5% of the advertising carbon footprint. Alex highlights a key takeaway:

“Per impression, OOH emits less carbon than all of the media measured in that study.”

This positions OOH as a highly sustainable choice for advertisers, especially when compared to digital and print media, which require significantly more energy and resources.

Ad Net Zero: A Collective Industry Effort

The Ad Net Zero initiative represents a collaborative industry effort to achieve net-zero carbon emissions. Clear Channel is a proud participant, committed to achieving net-zero for scopes 1 and 2 by 2030, and for scope 3 by 2045. Alex emphasises the collective nature of this initiative:

“It’s about how we take the whole industry forward and we all learn from each other.”

Ad Net Zero galvanises the advertising industry, providing a platform for companies to share best practices and standardise measurement systems. Alex appreciates the initiative’s impact, saying, “There’s this collective feeling that we’ve got something to work together towards.”

The Societal Benefits of OOH Advertising

Beyond environmental sustainability, OOH advertising also contributes to societal infrastructure. The PWC study analysed 14 years of data from nine major OOH companies, representing 92% of the industry’s revenue. It highlighted the sector’s investment in public services, infrastructure, and renewable energy. Alex notes, “In 2021, the contribution was £411 million to public infrastructure, with 90% of OOH energy coming from renewable sources.”

Clear Channel’s role extends to maintaining and enhancing public amenities, such as bus shelters equipped with solar panels and air-cleaning technology. Alex adds,

“We provide a service to the public and it is paid for by advertising… it’s defibrillators, it is solar panels on top of shelters to power the courtesy lighting.”

This dual role as both an advertiser and an infrastructure provider underscores the broader societal value of OOH advertising.

The Future of OOH Advertising

Looking ahead, Clear Channel envisions a future where OOH advertising continues to innovate and reduce its environmental impact. The company’s ongoing projects include off-grid shelters powered by solar panels and the use of recycled materials in infrastructure development.

This forward-thinking approach aligns with Clear Channel’s commitment to sustainability and positions them as a leader in the industry. Alex concludes,

“We have lofty ambitions to hit those net-zero targets… we never stop, it’s constantly what’s next, what’s next.”

The conversation between Charlie Martin and Alex Fahey sheds light on the sustainable innovations in the OOH advertising industry. Through rigorous research and a steadfast commitment to sustainability, Clear Channel demonstrates how the industry can reduce its environmental footprint while contributing to societal infrastructure. As the industry continues to evolve, initiatives like Project Jade and Ad Net Zero will play crucial roles in driving collective progress toward a more sustainable future.