glossary

greenwashing

Making a misleading claim about the environmental benefits of a product, service, or company practice.

glossary

Goodvertising

Defined by Thomas Kolster as “creative advertising that cares” (Thames & Hudson: 2012), it refers to Advertising having a ‘Social Purpose’

glossary

Not walking the talk

Not following through with claims of promise.

glossary

Walk the Talk

To perform actions consistent with one’s claims.

glossary

Resilience

The capacity to recover quickly from difficulties; toughness.

glossary

Creactivism

The perfect portmanteau of #Creativity (which is a primordial act, physical birth, even before abstract speculation) and #Activism in its most contemporary and pacifist meanings.

glossary

Brand purposing

Defining what a company does – beyond making money – and why.

glossary

Purposeful communication

To impact the thinking, attitudes or behaviours of people in some way. To influence instead of only communicate.

glossary

Purpose

An inspirational reason for being in order to make a universal and timeless impact.

glossary

Responsibility

Something that you do, and that you’re conscious about. For companies is some type of commitment of ‘doing good’.