Goodvertising is the belief that doing good for people and planet is also good for brand and bottom line. Advertising is becoming greener, healthier and more responsible not only because it’s a nice thing to do, or because we feel sorry for the panda bears or that we could potentially drive humankind to extinction but because money is at stake. Big money.
Tell Good Stories
For the same reason, I don’t preach about corporate social responsibility, I think that’s a brand image hygiene factor, I advocate for corporate social possibilities; world-bettering initiatives and innovation, where the core idea is sustainable – particularly in an economic sense. If what you do does not convert into more customers, market share, products sold, relations strengthened or brands built; your efforts will simply not last. It’s about finding the place where your brand or communication can play a vital role for change. It’s about leading people to a new sustainable and responsible reality they might not even know existed. Can you tell that story?
Non Profit Without Purpose
Advertising has a central role to play. We have the ability to change brands from the inside out – and make them realise that there’s no profit without a purpose. We have the creative muscle to come up with great solutions, but also the power to influence not only the minds, but also the behaviour of the future marketplace as we have done with great success in the past. Together, we can call for a movement of change with the ultimate goal of coming up with serious answers for a sustainable future, where it is not wealth, but well-being that defines our success.
A Meeting of Great Minds
In the book Goodvertising you will see the power behind this movement. I’ve selected over 120 campaigns from all over the world that show these crises have a creative solution. Leaders of agencies, businesses, governments and NGOs believe in a new and more sustainable future and through interviews, they are sharing their best insights with you on how to tackle this transformational tidal wave.