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  • Writer's pictureAlizée CCM

"The hero trap": a book with a new challenge about companies’ sustainability purpose

At Zero Waste Shanghai we follow the sustainability trends around the world. We are seeking always for innovation and new approach that will help our community to increase their knowledge of the “sustainability” concept.

We believe in the power of communication to change minds and behaviours into a more responsible and respectful way of living as persons or towards companies.

Don’t miss the new book of Thomas Kolster “The Hero Trap”; we truly believe will be interesting for everyone working in brand or communications fields with passion for creating a better world: the book wants to spread the positive benefits of sustainability.

New Webinar: “Sustainability as a creative wrecking ball”.

Besides that, we are thrilled to announce a webinar, in partnership with Thomas, globally recognized keynote speaker, titled “Sustainability as a creative wrecking ball” that will teach us how to communicate sustainability.

During one hour you will learn:

-Why sustainability matters and the mega trends driving the change.

-How to create effective, yet impactful sustainability campaigns

-Understanding and unlocking the three-steps from saying, doing to enabling.

The workshop is for everyone working in cross-section of sustainability and marketing from brand, agency, non-profit or consultancy side. There will be a strong focus on communication and campaigns.


July 1st

8 pm – 9 pm (China Time: Beijing/ Shanghai)

Price: 300 RMB – Early bird until Tuesday 30th noon / 400 RMB - regular price-


China Mainland/ Scan QR

Outside China:

About "The Hero Trap" book


The Hero Trap (Routledge, June 25th 2020) Cover by Edel Rodriguez

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 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

or phone +359 89 990 7703


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