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Thomas Kolster discussing sustainable marketing with a goldfish in the background.

INTERVIEW WITH THOMAS KOLSTER. Or "Mr. Goodvertising"

About sustainable marketing, responsible brands and mission-driven advertising.

2 December 2024 Teodora Ghenciu

Interview with Thomas Kolster

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Is sustainable marketing real?

And if so, what does it look like?

And if brands claim in their ads that they want to save the planet, how can we tell if what they say is true?

And what's the difference between good marketing and greenwashing?

And ultimately, how can you sell without promoting overconsumption?

And why should we care what brands do about climate change? What's their role?

We discussed all these questions with Thomas Kolster, a pioneer in the field of sustainable marketing, who challenges brands to have a mission greater than selling products and urges advertisers to use their power to change behaviors.

This interview was conducted at the 2024 Climate Change Summit in Bucharest, where eEco.ro was a media partner.

Frequently Asked Questions

Is there sustainable marketing and what does it look like?

Yes, sustainable marketing exists and focuses on promoting products and services that have a positive impact on the environment and society. This type of marketing encourages brands to adopt responsible practices and communicate their social mission rather than focusing on overconsumption.

How can we distinguish between authentic marketing and greenwashing?

To distinguish between authentic marketing and greenwashing, it is important to evaluate the transparency and real actions of brands. Authentic marketing is based on concrete and measurable initiatives, while greenwashing involves vague statements without real support.

Why is it important for brands to take responsibility for climate issues?

Brands have a significant impact on consumer behavior and can influence perceptions of climate issues. Taking responsibility allows them to actively contribute to sustainable solutions and inspire positive changes in society.

How can a brand sell without promoting overconsumption?

A brand can sell without promoting overconsumption by offering sustainable products and educating consumers about the responsible use of resources. This involves using a message centered on the value of sustainability and the long-term benefits of the products.

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