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In this episode we're talking once again to Thomas Kolster, founder of Goodvertising and author of "The Hero Trap," who joins us to discuss groundbreaking research conducted with the WARC consultancy.
WARC have analysed ten years of data around award-winning ad campaigns and their themes to look at how many of those campaigns were about ethical or progressive issues. The data-crunching shows that between 30-39% of the most effective global advertising campaigns have featured social or environmental messaging throughout the 2014-2024 period.

So far from being a passing trend, purpose-driven marketing has demonstrated remarkable staying power and effectiveness, which couldn't come at a more critical moment as brands face pressure to dial back their environmental commitments amid political polarisation.
Thomas unpacks why emotions drive effectiveness in this space, highlighting how climate messaging often falls flat by focusing on technical aspects rather than human stories. "Why do we always go down this guilt trip when we talk about climate?" he challenges, pointing to the need for reframing these narratives.
If you're navigating purpose in your brand strategy, this episode offers some data-backed reassurance that you're on the right track, AND practical creative guidance for the road ahead.

Follow GoodGeist for more episodes on sustainability, communications and how creativity can help make the world a better place.