Interview Thomas Kolster en Sander Veenendaal

Marketingactivisten Thomas Kolster (Goodvertising) en Sander Veenendaal (Heldergroen) geven in dit interview* hun visie op de toekomst van de marketeer.
Marketing draait allang niet meer alleen om verkoop

De afstand tussen de intrinsieke waarden van de consument en de impact die hij/zij heeft op wereldproblematiek, lijkt steeds meer toe te nemen. Merken hebben die invloed wel. Sander ziet marketing dan ook als cruciaal voor alle transities: ‘Als je de toekomst niet voor je ziet, kun je haar ook niet realiseren.’ Marketeers die werken vanuit betekenis en vanuit de vraag ‘Wat is het mooiste dat ik met mijn merk kan bijdragen aan de wereld?’ kunnen consumenten meenemen in positieve beweging. Volgens Thomas Kolster gaat het daarbij om bruggen bouwen tussen mensen onderling en betekenisvolle merken. De consument van de toekomst realiseert zich immer steeds meer dat de beste dingen in het leven niet materialistisch zijn.

It's about doing - Thomas Kolster Sander Veenendaal
Merkstrategie - Ideale Wereld Sessie Model Communicatiebureau Heldergroen Haarlem
Groene merken groot en grote merken groen

De uitdaging is om een positieve businesscase rond duurzaamheid te bouwen. Duurzaamheid moet een integraal onderdeel vormen van de hele waarde-propositie. Bij kleine, duurzame merken gaat het dan over marketing, sales en scaling-up technieken. ‘Bij grote merken beginnen we binnen met strategie en cultuurverandering,’ zegt Sander. ‘Daarna kun je pas buiten winnen en verder groeien.’

 

Ga aan de slag

De motivatie onder marketeers om ‘goed te doen’ is volop aanwezig. Net zoals terughoudendheid in communicatie om niet van greenwashing beticht te worden. Zodra je je realiseert dat het niet gaat om ‘goed doen’ maar om het creëren van betekenis in het leven van mensen, is er nog iets dat je moet oppakken: het echt gaan bewijzen, door binnen te beginnen vanuit jouw ‘Ideale Wereld‘ en aan de slag te gaan.

 

* Dit interview vond plaats voor aanvang van het event ‘De Toekomst van de Marketeer’ in CIRCL, tijdens de Week van de Circulaire economie 2020
(Interview: Arieke van Liere | Camera: Creativebros)

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