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Sustainable marketing: marketing is from Mars, sustainability is from Venus

Published on May 29, 2025   23 min

A selection of talks on Marketing & Sales

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0:00
My name is Thomas Kolster, and I am the CEO of the Goodvertising Agency, and I have been in the sustainability, marketing space for more than 15 years. Today, I'm going to share with you how you can get the balance right when doing your sustainable marketing efforts. The name of this course is, Marketing Is From Mars and Sustainability Is From Venus, so hopefully, when you have done this course, you will know how to build a bridge between the two. One of the key things, obviously, to think about is how we can inspire people to live a more carbon-friendly lifestyle. That is the end goal of this little course.
0:45
At the beginning of the pandemic, I was quite optimistic, because this was the first time I'd witnessed mass behavior change and, obviously, seeing that people were shopping less, people were traveling less. Unfortunately, that change didn't last long.
1:03
I started, very early on after the pandemic, to witness people going back to their good old behaviors, and there was even talk about revenge shopping, revenge traveling, so the change didn't last for too long.
1:19
Change is needed. If we look at our planetary footprint, we are nowhere near where we should be. There was actually depressing news out, just recently from Denmark, where I am situated and usually work out of, where our footprint is around 13 tons. In Denmark, we should be around three tons. Translated into planets, that would be somewhere around four to five planets, and we need to reach the one-planet limit. There's a lot that needs to be done.

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Sustainable marketing: marketing is from Mars, sustainability is from Venus

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