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My name is Thomas Kolster.
I am the founder of
Goodvertising Agency,
and I have been in
the sustainability
and marketing space
for more than two decades.
Today, I'm going to share
some of the insights and
knowledge I've gained over
those many years with you
around sustainable marketing.
This is going to be very
much focused on how to
get this right and how to tell
sustainable marketing
stories that excites.
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Sustainable marketing
and marketing
has changed quite dramatically.
It used to be that we told
stories, advertising stories,
but this was just simply
the tip of the iceberg.
Everything underneath
that water level really matters.
Obviously, today,
what we tend to
see is lots of companies
being out there and
talking about their green
efforts such as McDonald's.
But obviously, we're witnessing
more and more what I would call
a pushback or the problem
about what you say might
not be what you do.
How do you align what you
say with what you do?
Today, there is a lot of talk
about two topics that
I'll introduce for you,
which is greenwashing
and greenhushing.
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Greenwashing, obviously, being
about this dissonance between
what you say and what you do.
1:30
Greenhushing is
quite the opposite.
That's where you as
an organization or
as a brand, in
fact, are scared of
talking about your
environmental commitments
and thus, don't talk about them.
The danger about that is it's
going to be increasingly
difficult to engage
your audience around the green
things you do and we know
today that people want to know
about company's
environmental efforts.
