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Campaign Middle East
العربية
DigitalFeaturedOpinion
Hiba Faisal
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The year ahead for … brand purpose

Hiba Faisal
posted on

"If brand purpose were a stock, it’s facing a volatile global market, especially in the United States," says Thomas Kolster, Founder and Creative Director of Goodvertising Agency

Thomas Kolster, Council Member on the IAA’s Sustainability Council,  Author of The Hero Trap, and the Founder and Creative Director of Goodvertising Agency.

If brand purpose were a stock, it’s facing a volatile global market, especially in the United States with the incoming administration, but there is a strong upside for purpose in our region. Back in 2016, when US President Trump entered the White House for his first term, brands like Airbnb had a clear value-aligned message to the incoming administration. They stood for diversity and inclusion, launching the “Community Commitment” — an initiative that attracted widespread positive and negative feedback.


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Tags:Airbnbbrand purposeDoveGoodvertising AgencyRolls RoyceThomas Kolster
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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