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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