Why Brands Must Fuel People's Creativity to Drive Positive Change Artwork

The Brand Activism Podcast

This podcast explores the role of brands as a force for positive change in a world of climate crisis, careless consumerism and growing social inequality. Podcast host Christian Budtz speaks to brand innovators and thought-leaders who are at the forefront shaping new ideas, behaviours and business models for a sustainable future.

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The Brand Activism Podcast

Why Brands Must Fuel People's Creativity to Drive Positive Change

February 27, 2022 • Christian Budtz • Season 1 • Episode 6

Thomas Kolster aka Mr. Goodvertising talks about why brands need to transform and how the advertising industry needs to shift from fast ideas to entrepreneurial ideas.
Host: Christian Budtz

Shortcuts:
03:10 How the Copenhagen Climate Summit triggered Thomas to take action /
06:00 Thomas' mission behind his first book "Goodvertising" /
08.00 The influence from Oliviero Toscani /
12:00 How P&G CMO Mark Pritchard championed the company's sustainability agenda /
16:00 The challenge of sustainability wear-out and trust decline /
19:50 How brands need to move from 'purpose' to 'transformation' /
21:40 Thomas talks about his latest book "The Hero Trap" /
24:20 Companies need to ask: Who can we help people become? /
25:25 How KIND Snacks promote kindness /
27:30 Companies fail to empower people's creativity /
28:40 How the Movember movement allowed people to engage /
30:30 The role of creativity in driving change /
39:20 Thomas talks about optimism and risk-taking