The Hero Trap: By Thomas Kolster-Press Release

Jay Owen Global Citizen, Latest Headlines



Internationally recognised purpose pioneer Thomas Kolster, also  known as  Mr.  Goodvertising, takes  a hatchet  to  his earlier beliefs and warns brands about purpose: “Try to fly like a superman, and you will come down like a tin of soup.” Thomas calls it a “Hero Trap”. Most brands today are firmly on the  social and environmental issues bandwagon like  bees  around  a honey pot from oceans plastic to diversity. People are increasingly distrustful  towards these efforts viewed as cheap  marketing stunts  meant  to  wow people into buying more.  Drawing on  top-line  marketing  case studies and in-depth interviews with the likes of P&G’s CMO Marc Pritchard, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. One commissioned study comparing  well-known commercials  shows  that   by taking a people-first approach, people are 29.5% more motivated to act on the messaging than the traditional

purpose approach. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your brand, changing behaviours at  scale and unlocking sustainable growth that benefits all. Thomas heralds the beginning of a new post-purpose era, where brands will be seen as villains if they  don’t put  people’s dreams, aspirations and creativity first.

The Hero Trap (Routledge, June 25th 2020)

Cover by Edel Rodriguez

The book features interviews with leaders like

Marc Pritchard, Chief Brand Officer, Procter & Gamble

// Daniel Lubetzky, Founder and Executive Chairman, Kind  Snacks //  Marcello Leone,  CEO,  RYU //  John Schoolcraft, Global Chief Creative Officer, Oatly  // Joanna Yarrow, Head of Sustainable & Healthy Living, IKEA // David Hall, Senior Brand Director, LEGO // And many more



Thomas Kolster is a marketing activist on a mission to make business put people and planet first. As a seasoned branding and sustainability professional of more than 18 years’ standing, he’s advised everything from Fortune

500  to small start-ups. He’s a globally experienced keynote speaker, author of the book Goodvertising (Thames & Hudson, 2012) and a columnist for The Guardian, Adweek and several other publications. Thomas’s belief is simple: change begins with you!



Press pictures and bio

See more here!

For interviews or other requests

Contact Thomas directly or press manager Mira

booki[email protected]

or phone +359 89 990 7703