The Dual Power of Advertising: From Ad-diction to Good-vertising
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!