Only a handful of companies were bold enough to connect their business to a deeper societal or environmental issue in the early days of purpose branding. These companies stood out precisely because they believed that brands could and should stand for more than profit. But the tide has shifted over the past two decades. Purpose became not just acceptable but expected, and suddenly everyone has a stance on the climate and community. But as this movement accelerated, so did its risks. In recent years, increasingly more prominent companies have taken a step back from their purpose commitments, leading consumers to wonder how purposeful they were to begin with. How can we know who to trust?
We invited Thomas Kolster, founder of Goodvertising and author of Goodvertising and The Hero Trap, to speak about how brands can navigate this increasingly complex landscape. He explores how purpose has evolved from a differentiator to a crowded and sometimes performative space. Thomas also shares personal reflections on authenticity, the dangers of purpose-washing, the pressure on legacy brands, and the growing backlash against woke messaging. This conversation is a provocative, clarifying conversation for leaders seeking to build and communicate their company’s purpose and impact efforts.
Listen for insights on:
- Why bravery, and not perfection, is the most important brand trait today
- Why companies should not position themselves as heroes
- Building trust by enabling people to become better versions of themselves
Resources + Links:
- Watch This Episode on YouTube!
- Thomas Kolster’s LinkedIn
- Thomas Kolster’s Website
- Goodvertising
- The Hero Trap
- The Drum: If Ben and Jerry’s goes vanilla, Unilever will eat its just desserts
- (00:00) - Welcome to Purpose 360
- (00:13) - Thomas Kolster, Goodvertising
- (03:24) - Early Influences
- (05:59) - Epiphany
- (08:30) - Which Came First?
- (08:39) - His First Book
- (12:23) - Act Responsible
- (14:49) - State of Purpose Today
- (17:48) - Consistency
- (20:51) - Going Back to What Makes a Brand Loved
- (23:04) - Ben & Jerry’s
- (25:50) - Today’s Political Climate
- (30:47) - Bravery
- (33:43) - What’s Next?
- (34:26) - AI in Purpose
- (35:43) - Last Word
- (36:33) - Wrap Up
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