Goodvertising Explained

How goodvertising works.

Goodvertising is a word play on ‘advertising’ and ‘good’. The idea was created by ex-adman Thomas Kolster, and it aims to demonstrate that doing good for people and the planet benefits brands, illustrating a straightforward correlation.

Goodvertising seems to be one of the latest marketing trends that focuses on creating ads with a social or environmental purpose. This approach combines traditional advertising strategies with a strong commitment to social responsibility, aiming to make a positive impact on society while promoting products or services.?

Intriguing, isn't it? If not, let’s see how it works, so you might want to use it in your marketing strategy.

What does goodvertising consist of?

Purpose-Driven Campaigns: Brands are aligning their marketing efforts with social causes, such as environmental sustainability, social justice, or community development. These campaigns resonate with consumers who value corporate responsibility.

Authenticity and Transparency: Successful Goodvertising campaigns are authentic and transparent about their intentions and the impact they aim to achieve. People appreciate honesty, and are more likely to support brands that are genuinely committed to making a difference.

Collaborations and Partnerships: Brands often partner with nonprofits, NGOs, and other organizations to amplify their impact. These collaborations can enhance the credibility and reach of Goodvertising campaigns.

Storytelling: Goodvertising leverages powerful storytelling to connect with audiences on an emotional level. By sharing real stories of people or communities positively impacted by the brand's initiatives, companies can build stronger relationships with their customers.

Long-Term Commitment: Goodvertising is not just about one-off campaigns but involves a long-term commitment to social and environmental causes. Brands that consistently demonstrate their dedication to positive change are more likely to build trust and loyalty among consumers.

One of the greatest examples of good advertising is Amnesty International’s “Pain-Tings” campaign. Miami Ad School students used famous artworks with added bruises and wounds on women’s faces and bodies to highlight the issue of domestic violence. Displayed in prominent museums like MoMA, these modified artworks came with informational cards to guide women on how to seek help, sparking a global conversation on violence against women and demonstrating the powerful use of art for social good?

Another cool ad campaign is the one made for Pi?atex. This company makes “leather” from pineapples, which can be used instead of animal-derived materials. It is a non-woven textile made from waste pineapple leaf fiber, suitable for use in fashion and accessories, soft interiors, etc. Many apparel brands, including Nike, Hugo Boss, and Paul Smith, have already started using Pi?atex.

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Before running a successful goodvertising campaign, a brand definitely needs to look into its values, aims, and mission. Without being socially responsible, it is impossible to last long at the pinnacle of success. Customers can always sense when something is off, so manipulative tactics and heartfelt images will mean nothing if there is no sincerity behind them.

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SoHUMAN is a creative agency that offers digital, PR, marketing, brand strategy and video production craftsmanship for business growth and social good. The company works with charities and not-for-profit organizations to maximize their positive impact on the world through brand campaigns worldwide.

We’re in business to bring more charity and purpose to our world. We aim to use the resources we have — our voice, creative skills, our business and our community — to bring more value to the people in need, being a connecting link between charity and the business world.

We accomplish marketing and advertising special projects for FinTech, HealthTech, eCommerce, FMCG, Entertainment Industry, Beauty and Sustainable Fashion.

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