What is Goodvertising? — 42courses.com

2 min readOct 14, 2020

Goodvertising. What does it mean? Well, the clue’s in the neologism:


Good. Advertising.

The wordplay is intentional and, when you think about it, makes a lot of sense.

It was coined by Thomas Kolster, an adman turned marketing & sustainability expert and author, to name a movement oriented around using marketing to show that doing good for the world is good for business.

Goodness begets goodness, essentially.

Advertising is a social experiment that for the most part has gone wrong.

— Thomas Kolster

With the world beginning to move towards a more conscious consumerism, it is more important than ever to understand the benefits of having a clear company purpose — an ethos that drives your brand identity.

Marketing has always been seen as a bit of the devil’s game 😈: often making the bad (gambling, smoking, environmentally damaging vehicles) seem attractive.

It’s the nature of the beast, but the beast is changing.

With conscious consumerism has come a need to feel good about your purchases, either because you have addressed a need (instead of a want) or source provides some benefit (to yourself or others).

People create brands and if they’re created for us and by us then they need to care — just like we do.

— Thomas Kolster

Goodvertising works best when there is a balance between what’s good for business, and what good the business is doing.

Goodness is a relative term, and the social and environmental benefits of a company’s actions exist on a spectrum.

You won’t ever make everyone happy.

But it’s worth a try.

Interested to learn more about the world of Goodvertising?

Pre-Register for our upcoming course here!

Originally published at https://blog.42courses.com on October 14, 2020.




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