Thomas Kolster Opinion Contributor @thomaskolsterThomas Kolster is an ex-adman on a mission to change brands for the better. He’s a self-proclaimed marketing activist, author, international keynote speaker and has spent more than 10 years in the sustainability space and coined the term Goodvertising." Voice Shifting Marketing From Focusing on the Masses to Millennials Instead For too long, our industry has been stuck in a mass marketing mindset. It’s time to open up your brand for people’s creativity, dreams and ambitions. Voice It’s Time for Brands to Stop Climate Grandstanding and Listen to Consumer Needs It feels like another beliefs-based war in the dark ages between those who are enlightened and those who are ignorant or outright deniers. Voice Brands Need to Stop Putting Themselves First When Focusing on a Purpose Too often they fall into a ‘hero trap.’ Voice Small Brands Are Challenging Big Brands With a Commitment to Cohesive Purpose Consumers and marketers alike can tell when a business isn't devoted to their cause.