The Dual Power of Advertising: From Ad-diction to Good-vertising (ft. Thomas Kolster, author of Goodvertising)

Think about the last advert you saw. Was it the first or the 100th time you saw it? Today, the average person sees around 5,000 to 10,000 ads a day - a significant jump from the 500 ads a day in the 1970s. So, with all these ads - from social media to cable TV - vying for our attention, it's time for a reckoning. In this episode of 2050 Investors, we ask: has advertising been a force for good, or has it contributed to patterns of over-consumption? Join host Kokou Agbo-Bloua on a journey through the fascinating world of advertising, exploring its evolution from ancient practices to modern strategies that shape consumer behaviour and cultural identity. Kokou also examines the rapid growth of this multi-billion-dollar industry, its future amid rapid developments in AI and, of course, the pros and cons of an industry credited with creating some of the world's most iconic slogans, jingles and moments. Later in the episode, Kokou welcomes guest Thomas Kolster, a leading marketing and sustainability expert and author of Goodvertising. Thomas shares his unique insights on how advertising can shift from a consumer-driven model to a purpose-driven one, emphasising the importance of aligning brand values with consumer ethics. He discusses the challenges brands face in distinguishing genuine efforts from greenwashing and how to authentically engage with socially conscious consumers. There's certainly something for everyone in this episode!About this showWelcome to 2050 Investors, your monthly guide to understanding the intricate connections between finance, globalisation, and ESG.Join host Kokou Agbo-Bloua, Head of Economics, Cross-Asset & Quant Research at Societe Generale, for an exploration of the economic and market megatrends shaping the present and future, and how these trends might influence our progress to meeting 2050’s challenging global sustainability targets.In each episode, Kokou deep-dives into the events impacting the economy, financial markets, the planet, and society. Through a magical blend of personal anecdotes, in-depth research and narratives overlaid with music, sound effects, and pop culture references, there’s certainly something for everyone.Kokou also interviews industry-leading experts, personalities, entrepreneurs and even Nobel prize winners! You will learn from the best on a wide range of subjects on current affairs, market shifts, and economic developments.If you like 2050 Investors, please leave a five-star review on Apple Podcasts or Spotify. Your support will help us spread the word and reach new audiences. If you’re seeking a brief and entertaining overview of market-related topics and their business and societal implications, subscribe now to stay informed!Previous episodes of 2050 Investors have explored ESG, climate change, AI, greenflation, globalization, plastic pollution, food, healthcare, biodiversity and more.CreditsPresenter & Writer: Kokou Agbo-Bloua. Editors: Vincent Nickelsen, Jovaney Ashman, Jennifer Krumm, Louis Trouslard.Production Designer: Emmanuel Minelle, Radio K7 Creative. Executive Producer : Fanny Giniès. Sound Director: Marc Valenduc. Music: Emmanuel d’Orlando. Graphic Design: Cédric Cazaly.Whilst the following podcast discusses the financial markets, it does not recommend any particular investment decision. If you are unsure of the merits of any investment decision, please seek professional advice.Hosted by Ausha. See ausha.co/privacy-policy for more information.

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