Thomas Kolster

Thomas Kolster is one of advertising's most prominent voices on purpose, sustainability and brand responsibility, best known for coining the 'Goodvertising' movement and writing the book that sparked a global conversation about advertising's role in driving positive change. As Founder and Creative Director of Goodvertising Agency, he works with brands and organisations to develop creative strategies that connect commercial goals with meaningful societal impact. Kolster has built an international reputation as a speaker, author and provocateur within the marketing and advertising industry. His first book, 'Goodvertising' (2012), catalogued a new wave of socially conscious advertising and became a reference point for marketers seeking to align brand purpose with creativity. His follow-up, 'The Hero Trap' (2020), challenged the prevailing 'hero brand' narrative, arguing that brands had become self-congratulatory in their purpose claims and needed to shift focus back to empowering people. A sought-after keynote speaker at major industry events including Cannes Lions, Spikes Asia and SXSW, Kolster has become a leading critic and reformer of how the advertising industry approaches sustainability and purpose-washing. His work spans consultancy, creative direction and thought leadership, making him one of the most distinctive independent voices operating at the intersection of advertising, ethics and brand strategy.

Last updated Oct 11, 2026 by ATDb automated enrichment · Connections updated Oct 12, 2026