I Got the Climate Fight Wrong | Thomas Kolster | TEDxPlaka

Exploring how climate communication must evolve by admitting past mistakes, like fostering guilt or deflecting responsibility. Focusing on ending fossil fuels offers a clear, actionable solution that moves beyond polarization and inertia. A compelling perspective on living well without oil, turning climate challenges into opportunities for innovation. Thomas Kolster is a pioneering global voice on marketing, business and sustainability. A motivational speaker, author and impact entrepreneur, he’s been called “a climate change agent” by Forbes. He coined the term Goodvertising with his first book (Goodvertising, 2012), and in The Hero Trap (2020) introduced his methodology The Arrow to help brands create real impact by enabling personal transformation.

Kolster has spoken in more than 80 countries, advising global brands like Meta, adidas, IKEA and P&G. He is founder of the Goodvertising Agency, a columnist for The Guardian, Ad Age and Forbes, and co-hosts the podcasts Purpose Hits and Misses and Climate Punk. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx