Thomas Kolster

Thomas Kolster is a globally recognized thought leader, author, and speaker who has built his career around the intersection of advertising, sustainability, and purpose-driven marketing. Best known for coining the term 'Goodvertising' and writing the seminal book of the same name, Kolster has spent over a decade pushing brands and agencies to move beyond empty purpose claims toward authentic, measurable impact. His work challenges the advertising ecosystem to use its creative and media power as a force for good, making him a distinctive and sometimes provocative voice in conversations about brand responsibility and marketing ethics. Kolster founded the Goodvertising Agency to help brands develop campaigns and strategies rooted in genuine social and environmental value. He has worked with major global brands and agencies, advising on how to align commercial objectives with sustainability goals without resorting to greenwashing. His second book, 'The Hero Trap,' published in 2020, further evolved his thinking by critiquing the 'savior' narrative many brands adopt and arguing instead for empowering consumers as agents of change. As a speaker, Kolster has appeared at major industry events including Cannes Lions, SXSW, and numerous advertising and sustainability conferences worldwide. He is a regular commentator on the role of marketing in addressing climate change, social inequality, and corporate accountability. While his work sits at the edges of traditional AdTech, his influence on how brands approach purpose, audience trust, and long-term brand equity is deeply relevant to the broader advertising industry.

Last updated Jun 24, 2026 by ATDb automated enrichment · Connections updated Jul 24, 2026