Thanos Belalidis from Sympraxis Team interviewed Thomas Kolster, the inspirer of the term Goodvertising and pioneer of the brand purpose, on October 8, one day before Thomas’s presence at the Athens Sustainability Forum 2021. Thomas Kolster, marketer, visionary and author of two international bestsellers, spoke of the need to strike a balance between short-term profit and corporate sustainable goals, as well as of the appropriate corporate leadership that leads to substantial changes for sustainability. He stressed that effective corporate leadership is more about helping others evolve and change the way they think and act. He also noted that there are examples of companies making significant changes in their operation in the direction of sustainability while increasing their profitability. To achieve this, it is crucial that companies’ advertising and communication with the public focus on inspiring specific positive changes in the way customers think and behave. Regarding small businesses and their sustainable operation, Thomas stressed that there are opportunities in the field of sustainability as well as alternative business models that small companies can implement directly, as they are more flexible than larger players. When asked about individual choices and whether they have a significant impact on the environment, he said that they make sense insofar as they lead to broader change. Thomas Kolster also referred to the Goodvertising movement, which aims to bring about positive change in the field of sustainability through advertising and communication.