thomas_kolster

and in one day. In the morning I joined a conference by CER and their amazing members of Slovenian companies to discuss how to truly drive change. In the afternoon I joined Atlantic Grupa, a company with a diverse portfolio of brands across the Balkans to discuss what sustainability means to retail going forward. Fun facts. My first time in Ljubljana was when I was 22 years old and working on the Gorenje account globally. Secondly, my dad taught me to swim in Croatia, so a trip down memory lane.

Avoid the buzzword bingo when writing your blog post. Refrain from using: Bold actions, industry-wide leadership, innovating nature-based solutions, leading a regenerative economy, collaborating for a sustainable future, anything actionism or solutionist, reinventing healthcare, pivoting to sustainability, transforming the carbon footprint, disrupting the status quo with innovative technology, leveraging data for planetary good, catalyzing change in the climate space, harnessing the power of the blue economy, net-zero whatever, whatever, achieving a carbon-neutral future through holistic strategies, diversifying supply chains for a resilient future, anything regeneration… please don’t, decarbonizing operations for a green future, implementing cutting-edge green solutions for a better tomorrow. Oh yes, just don’t do buzz. It’s as believable as a college student’s CV reading “excellent leadership skills” and “best-in-class interpersonal communication skills.” Be honest, we’re facing a gargantuan challenge and you’ve just begun scratching your head and the surface, you’re most likely too late. We all are. If you can’t explain your ambitions or actions in a simple straightforward language, you’re probably hiding something – or too lazy to care. Avoid the .

It’s not often I get the chance to go on-stage in my home country . It was great to catch-up with old colleagues and friends. I was joined on stage by executive creative director of Oatly, Michael Lee. We focused on how to create tangible change from inside the organisation to how your brands shows up. The key take-away: amidst all the noise from digital, AI, sales pressure etc we forget to humanise what we do, how we act and how we inspire

We take another in-depth look at brands who are taking environmental, societal, and health risks and turning them into marketing opportunities.

Who did it right, and who fell like a can of soup?

Find out in this recent episode of Purpose Hits and Misses with on our monthly stream!

Hits:
, Pessimism is out
https://www.youtube.com/watch?list=TLGGqMfE_9y7_uYxNTExMjAyMw&v=IDzigy6MYYE&embeds_referring_euri=https%3A%2F%2F

Guardian, Not for Sale
https://www.youtube.com/watch?v=1P21VdhBm3A

, now trains
https://www.youtube.com/watch?v=CLY3D5Bf01E

Misses:
Electric, Beatiful Law
https://www.youtube.com/watch?v=IpA2k597xDk

4, Change Climate Season
https://www.youtube.com/watch?v=nf2BoHg1rFI

, Better Choices Make a Better World
https://www.youtube.com/watch?v=OlETUiPGDuw

I asked AI (Artificial Intelligence) what it thought about IKEA’s latest Black Friday campaign in Holland, where they’re encouraging people to go for second hand.

Read the full piece here:

https://www.linkedin.com/posts/thomaskolster_ai-sustainability-artificialintelligence-activity-7132321410424651776-QQTT?utm_source=share&utm_medium=member_desktop

I felt like a fish in a digital ocean. Dropped into a Foreign world full of language and terms everyone else than me seemed to be speaking fluently. Thanks to and my amazing panelists for a conversation about how AI can play a role in driving positive impact (not ignoring the adverse negative effects) It’s not every day I leave a conference with a new vocabulary and new knowledge. AI is a tool, let’s not do the mistakes of the past, but instead use AI to shape a future we really want. If we don’t picture that vision now, AI will take the lead, not us. Let not short term profit be the only success perimeter (like we did the mistake with the Internet), but let’s shape an AI enabling human betterment. What’s your vision for AI? What’s your best examples of AI for good?

I felt like a fish in a digital ocean. Dropped into a Foreign world full of language and terms everyone else than me seemed to be speaking fluently. Thanks to and my amazing panelists for a conversation about how AI can play a role in driving positive impact (not ignoring the adverse negative effects) It’s not every day I leave a conference with a new vocabulary and new knowledge. AI is a tool, let’s not do the mistakes of the past, but instead use AI to shape a future we really want. If we don’t picture that vision now, AI will take the lead, not us. Let not short term profit be the only success perimeter (like we did the mistake with the Internet), but let’s shape an AI enabling human betterment. What’s your vision for AI? What’s your best examples of AI for good?

In London looking for inspiration?
The Future of AI summit by Financial Times is for a cross-sector audience of , , , and function charged with integrating, scaling and commercialising .

Register here: https://bit.ly/3sgAP3r

Should a brand pick side? Pro-Israel? Pro-Palestine? In wars? In regard to diversity? The climate emergency?

This week, I was speaking at Brand Week Istanbul, and I was asked a question about Starbucks support of Israel and the backlash it’s been facing in Turkey.

Yes, in a divided world, we do need value-driven leadership, but what type of leadership? Virtue-signaling? Populists, who incite anger or engage in pity tokenism?

Most brands don’t cater to simply one demographic or group of voters. A politician can get away with it, Patagonia practice it, but most mainstream brands will end up dividing their customers and employees.

Take the Google executives who, after Trump won the election, were sharing their discontent with the outcome in a leaked video. How diverse does Google feel to its employees and customers, if the company only caters to one political belief? A company consists of a group of people as diverse as society, shouldn’t they all feel welcome? The same goes for most companies’ customer base. In my book, sustainability is about inclusion, not exclusion.

"I, Gojko Gagro, father of the deceased Marinko Gagro, born in 1963, at Blizanci in the province of Citluk, would like that my son's name, and all that remains of him be used in the name of peace and against war”, reads the copy of the UNITED COLORS OF BENETTON ad.

What you see is the uniform of a killed Bosnian soldier from the 1994 Bosnian war. It provokes you to think. It puts a human face on the war and the casualties. War is inhumane on both sides. The ad encourages humanity, it builds a bridge.

Brands needs to get down from their high horse and instead use their voice and influence to engage in a democratic exercise.

Brands shouldn’t put on a balaclava and behave like an activist, but should rather turn people into the activists of their own lives.

The tokenism of wearing a T-shirt decrying ocean plastic is the easiest thing in the world. It demands almost no effort. Being empathetic – or even generous - cannot be bought; it’s something you earn through time and effort.

We’re heading towards a post-purpose marketplace, where people are no longer buying what you make – or why you make it, but instead who you can help them become. It’s all about the positive difference you can enable in someone’s life.

Brands’ virtue-signalling is becoming a tired and often even treacherous exercise, we need brands that dare to behave like real leaders and inspire us to be better citizens. It’s time more leaders (and brands) encourage all of us to embrace our humanity and unite rather than separate.

After all, we do share this blue planet and there is more that unites us, than separate us

It’s been a real joy being back at where more than 10k ad folks gather to learn. I’m feeling more hopeless than ever before that our industry can and will stand up to the climate emergency.

On stage I shared how we need to create a new leadership, new brands that truly inspire change and help all of us live better .

We should stop looking at people as but empower all of us to be part of the change. Are you ready to act?

It’s been a real joy being back at where more than 10k ad folks gather to learn. I’m feeling more hopeless than ever before that our industry can and will stand up to the climate emergency. On stage I shared how we need to create a new leadership, new brands that truly inspire change and help all of us live better . We should stop looking at people as but empower all of us to be part of the change. Are you ready to act?

The Future of AI summit by is for a cross-sector audience of strategy, innovation, technology, and business function leaders charged with integrating, scaling and commercialising AI.

Join us next week!

https://bit.ly/3sgAP3r

Few dare to believe in their ideas and turn them into a real business. They stay as ideas or campaigns in some advertising archive or gather dust in an ’s annual.

On this next :10 feature, we speak to Hans Høite Augustenborg, the "Cuckoo Director" of - a creative idea submitted to &ad turned successful, product to monitor cO2 levels in homes.

I absolutely love when creatives have the boldness to go further! Get some insights from Hans. Creativity at its finest TODAY at 15h00 CEST.

Be sure to for more!

For this episode, Hans has generously provided a discount code: GOOD20 - it will give 20% discount and free shipping WORLDWIDE - get it at this URL: www.birdie.design

https://lnkd.in/dumFwp87

People unified around brands - the concept being Orbit by
Really looking forward to being part of this inspiring session in Brussels with some incredible minds!
Register here: https://pub.be/fr/orbitbypubxp/

What can a group of like-minded people achieve? Isn’t that what we got to ask ourselves during this when we go to a conference or meet around climate or sustainability? Look at Fridays for the Future or other social movements. What can we achieve with dialogue and collaboration across countries, industries, companies, professions or as citizens or human beings?? That’s why I keep coming back to Sustainable Brands and their community of peers, that’s beginning to feel like an extended family. It’s my 11th year beginning in 2012 with Sustainable Brands in London, just as I had written my first book , the founder (and today dear friend) Koann and I connected over Twitter, and off I went to the Mermaid Conference and Events Centre (Forever thankful Koann!). The peer journey has since taken me to . Many friendships have since been shaped and I’m thankful to each and every one of you for inviting my voice into the conversation. The theme of this year’s conference is Regenerating Local. I feel blessed, that I today can draw on inspiration and peers from across the world provoking me to think differently like learning about in Thailand to understanding in South Africa that there’s no word for climate change in the language (One of 11 official languages in South Africa).

We all share this blue planet together, we need global voices, a Do I see you in two weeks in San Diego for Sustainable Brands (or online)? Let me see some clapping hands! (Or do ping me a message to connect) If you want to join use com15 to get 15% off

🏆 There's a reason we are sitting on one million views... This episode brings the kind of energy we should all adapt to make real changes for ourselves and the environment. 🌎

👀 Check out what the is all about here:
https://youtu.be/F0GTIf1qwV8?si=oqG4cboXU2Bb85tJ

Got your copy yet?

Learn about here:

https://bit.ly/Hero-Trap-Book

What can a group of like-minded people achieve?

Isn’t that what we got to ask ourselves during this when we go to a conference or meet around climate or sustainability?

Look at Fridays for the Future or other social movements.

What can we achieve with dialogue and collaboration across countries, industries, companies, professions or as citizens or human beings??

That’s why I keep coming back to Sustainable Brands and their community of peers, that’s beginning to feel like an extended family.

It’s my 11th year beginning in 2012 with Sustainable Brands in London, just as I had written my first book , the founder (and today dear friend) Koann and I connected over Twitter, and off I went to the Mermaid Conference and Events Centre (Forever thankful KoAnn Skrzyniarz!). The peer journey has since taken me to .

Many friendships have since been shaped and I’m thankful to each and every one of you for inviting my voice into the conversation. The theme of this year’s conference is Regenerating Local.

I feel blessed, that I today can draw on inspiration and peers from across the world provoking me to think differently like learning about in Thailand to understanding in South Africa that there’s no word for climate change in the language (One of 11 official languages in South Africa).

We all share this blue planet together, we need global voices, a global exchange to ultimately understand how we can begin to make a difference locally and in our own lives to ultimately act globally. I’m thankful to this extended family of peers - miss you all – and I can’t wait to turn knowledge into climate action. If you want to go fast, go alone, if you want to go further, go together, as an African proverb reminds us. Do I see you in two weeks in San Diego for Sustainable Brands (or online)? Let me see some clapping hands! (Or do ping me a message to connect) If you want to join use com15 to get 15% off Sirikul Nui Laukaikul

See you there: https://lnkd.in/e9RJk4gj

Webinar fatigue? Then you’re feeling the same exhaustion most people have facing climate claims and virtue signalling.

Turn apathy into action. Today’s brand leaders empower people to be part of the change rather than blowing their own Rainbow coloured-horn.

Get concrete tools on brand building such as the Arrow and fresh tips for activation. My transformative approach is not only more successful at inspiring action (as proven by research from GfK), but it’s also creating brand love. All levels welcome from students, start-ups to multinationals.

Sign-up now, limited seats available.

Link in bio

⭐ Our are back!

🚀 We're launching How to Lead in a Post-Purpose Market on the 2nd of November at 3pm CET - get your seat booked before spots run out!

❓Want to learn more? Check it out: https://bit.ly/456LDhP

What can you learn from the French sun king or Apple's divine comedy?

Together with Ad Age I talk hits and misses from brands like Apple, eBay, Greenpeace International , , Dove and others. Navigating the purpose space can often end up as a .

Watch 15-minutes unfold in the eye of the purpose hurricane with Ad Age editor E.J. Schultz. Other credits Studio Birthplace

Tune-in to our upcoming episode with Ad Age Purpose Hits and Misses. It's at 18h30 CET or 12.30 ET.

Your chance to get your creativity and do-good talk challenged!

See you online.

https://bit.ly/3rugqHM

⚠️Coming up this week! Keep an eye on my channels and AdAge LinkedIn to be one of the first to watch the latest episode of Hits and Misses
♻️

Are you joining us for Brandweek Istanbul?
Register now for the most inspiring week of the year!
https://brandweekistanbul.com/en/online-register/

Apple’s new commercial is like an altar boy dressed like a clown. What a ! The Apple climate brag is at best a comedic farce at the same bad level as Generel Motors' Dr. Evil World Domination Super Bowl commercial.

Mother Earth is not laughing. The tens of thousands of climate victims from to are not laughing. I applaud humour when it comes to climate as most is doom and gloom, but for a brand like Apple that used to move trends and shape design, it's like climate is a tongue-breaking foreign language. In the commercial they try to poke fun of all the climate clichés like 2030 climate goals, yet their endless repetition of "climate achievements" turn them into the very cliché they want to avoid. I would have welcomed a dick measuring exercise, but they’re not even comparing Apples to pears…Alright then, let’s just take their words for it. That’s a classic example of a brand walking into the hero trap instead of trying to empower its millions of customers and stakeholders. Dear Apple, tell the story from our perspective, not yours. What the heck does this mean to me? How can you help me live more climate friendly?

Watch the commercial here: https://lnkd.in/eFyEqXnn

Make up your own mind?

What they could have done:
1) Showcase the products environmental footprint on the packaging in comparison to a product baseline. Now, I can choose if it’s climate good enough for me.
2) Carbon neutral watches…. NOOOO. Explain, compare, yet make simple.
3) Empower employees and collaborators to tell the stories from a personal POV
4) Incentivize me. The 5 R's: Refuse, Reduce, Reuse, Repurpose, Recycle
5) Empower people to act on the dirty data footprint. Do we really need 4K-videos?
6) The list can go on and on
Apple

It’s been great to be back on stage in-person . No from businesses or leaders should be possible. Daily we witness the life-taking extreme weather events such as in .

We are all in this together and for businesses or leaders it’s time to find courage and act on . Alone, we can take small every day actions like eating plant based, together we can reimagine what’s possible and move further.

The time is running out. What’s your response? How do you look your , , or in the eyes and say: I knew, but I did nothing.

Thank you to all the organisers.

It’s been great to be back on stage in-person Sustainable Brands Turkey. No excuses from businesses or leaders should be possible. Daily we witness the life-taking extreme weather events such as in . We are all in this together and for businesses or leaders it’s time to find courage and act on climate. Alone, we can take small every day actions like eating plant based, together we can reimagine what’s possible and move further. The time is running out. What’s your response? How do you look your colleagues, employees, children or family in the eyes and say: I knew, but I did nothing.

So many inspiring sessions to far at Sustainable Brands Turkey Be sure to follow my channels to keep up with innovative actions being taken to create the change we need to see!

Does advertising satisfy or create the needs of the modern human after all?
Check out the key insights of my TEDx talk here:
https://bit.ly/460Ep0p from Eightify
Full talk: https://youtu.be/GmwZaxR5Uig?si=iwbfNXfHExoRTavK

Are you joining us in Turkïye for the Sustainable Brands conference?