Impact Leaders Programme - Cohort Guide
Cohort Programme Guide · 2026

Impact
Leaders
Programme

The first mini-MBA for Marketing & Sustainability together - because leading with purpose and winning with impact shouldn't be a solo sport.

Duration
April - July 2026
Sessions
10 Live Sessions
Time
4:00–5:00 PM CET
Platform
Zoom
01 Welcome to a Journey Among Peers

This is a peer-to-peer learning experience. We are here to learn together and grow together as individuals and professionals. Every session will be guided by a mentor - another peer - who is there to provoke and create new thinking. No bullshit. Real insights. Practical knowledge.

It's the first-ever mini-MBA for Marketing and Sustainability together - because leading with purpose and winning with impact shouldn't be a solo sport.

02 Your Team

We are here to support you throughout the programme. Reach out any time.

Thomas
Programme Lead
LinkedIn →
Kasia
Programme Support
LinkedIn →
Anya
Programme Coordinator
LinkedIn →
WhatsApp Anya →  if you can't join a session
03

Session Details

Click any session to expand full details, resources, and joining information.

01
28 April 2026 · 4:00–5:00 PM CET + 1hr peer social
Leading Between Worlds: The Messy Middle Where Change Actually Happens
Leadership, Empathy & Shared Value
↓
View the Recording → Session Recap → Presentation Deck →
Mentor
Thomas Kolster - Programme Lead
Note
First session includes 60 min peer social - nothing to prepare

Thomas frames the shift from CMO vs CSO to CMO + CSO, positioning impact leadership as a commercial, cultural, and strategic necessity - not a nice-to-have add-on.

What the Session Covers
Why functional silos no longer work
What "impact leadership" looks like in real organisational contexts
Introduction to the UN Global Compact Framework
How the programme is structured and what you will gain
Introduction to the Carlsberg brief
Outcome for Participants
A clear mental model for impact leadership and a shared understanding of the programme journey.
Feed Your Brain - Extra Learning
Personal reflection: Where do silos still exist in my organisation?
UN Global Compact Framework + Kantar video (Google Drive)
Article: Marketing is from Mars, Sustainability is from Venus
The CMO and CSO Playbook
Video: The Death of the CSO
CMO Blueprint for Sustainable Growth (UN Global Compact report)
The Work - Examples to Watch
Canada Post Office
Mentos
Ålandsbanken
Optional Action
United Nations Global Compact Survey (Kantar) →

By participating, you'll contribute to building a global benchmark. Once established, you'll receive a personalised assessment of your organisation's progress compared to industry peers. This survey is anonymous and confidential, with results shared only in aggregate.
The Carlsberg Brief
How do you make regenerative agriculture matter to Carlsberg's consumers - and credible to its stakeholders?

Carlsberg is investing in regenerative agriculture as part of its wider sustainability transformation. But investment alone is not enough. The real challenge is turning a complex upstream farming initiative into something that creates value externally: relevance for consumers, trust for stakeholders, and advantage for the brand.

1. Make it matter to consumers
Most people do not wake up thinking about barley, soil health, or supply chains. How can regenerative agriculture become meaningful in everyday life and beer choice?
Why should consumers care?
What emotional or practical value does this unlock?
How can this strengthen preference, pride, participation, or experience?
How do you make farming feel more human, local, tangible, or social?
2. Make it credible to stakeholders
Investors, NGOs, regulators, media, employees, and partners increasingly expect substance over slogans.
What proof points matter most?
How should progress be measured and communicated?
How do you avoid greenwashing or overclaiming?
How can Carlsberg lead with humility, transparency, and evidence?
Your Task

Develop a strategic idea, platform, campaign, product experience, partnership model, or communications concept that helps Carlsberg turn regenerative agriculture into a business and brand advantage. It's really up to you - what's the best solution? Your solution should ideally be:

Relevant to consumers
Credible to stakeholders
Distinctive for Carlsberg
Scalable across markets
Commercially smart
Simple enough to explain
What Great Looks Like
Turn sustainability into desire, not duty
Translate complexity into something people feel
Use proof instead of promises
Invite participation, not passive awareness
Build trust while building brand value
Deliverables & Key Dates
28 May
1-minute pitch video due. You decide the format, just keep it within one minute. Submit to Anya. Everyone then votes for their Top 3 - you cannot vote for your own team.
02 Jun
First brief presentation. All videos played in the cohort, voting results shared, cohort and group feedback follows. Carlsberg may also share a word or two.
07 Jul
Final presentation (live). Refined recommendation in 1 minute - however you want. Video, live demo, musical act - entirely up to you. Cohort votes Top 3, individual group feedback shared.
Group Work & Collaboration

You have been assigned a group - organise yourselves directly. Use WhatsApp if everyone is on it, otherwise email. Contact Anya if you need help connecting with your group.

How much you meet is entirely up to each group. Please respect individual preferences and schedules - everyone is balancing this alongside full-time work.
We suggest each group aims to meet around three times across the cohort period - enough to align, shape ideas, and prepare your submissions.
Use the mentor sessions as your creative fuel. They are there to sharpen thinking, challenge assumptions, unlock better ideas, and elevate your final output.
02
05 May 2026 · 4:00–5:00 PM CET
Beyond Purpose Theatre: What Actually Holds Up Over Time
Purpose, Credibility & Measurement
↓
View the Recording → Session Recap →
"Shape culture rather than chase culture. The moment you start chasing the algorithm, you lose your own story."Alessandro Manfredi, Global CMO of Dove (2019-2024)
Mentor
Alessandro Manfredi — Former CMO, Dove
Case Study
Dove — Real Beauty & Self-Esteem Project

Dove's Real Beauty is a rare example of purpose-led brand building done at global scale and sustained for over two decades - embedded into strategy, not campaigns.

What the Session Covers
Defining purpose that is strategic, ownable, and culturally relevant
Purpose as an operating system, not a positioning line
Measuring impact across brand, social, and business metrics
Outcome for Participants
A practical framework to define, pressure-test, and measure brand purpose.
Feed Your Brain - Extra Learning
WARC report: Sustainability vs Effectiveness 100
The Hero Trap - Introduction chapter
Have purpose brands actually grown? (Marketing Week)
Study: Purpose-driven ads fall short in gaining attention
ROI of Sustainability - Project ROI report
Measuring Impact - two models
The Work - Examples to Watch
Vinted
Chipotle: Can a Burrito Change the World?
03
12 May 2026 · 4:00–5:00 PM CET
If People Don't Get It, Nothing Changes
Creative Excellence & Storytelling
↓
View the Recording → Session Recap →
Mentor
John Schoolcraft — Former CCO, Oatly
Case Study
Oatly — "It's Like Milk But Made for Humans"
"Stop trying to do what is right. No one remembers what is right. Everyone remembers what is wrong. And usually what is wrong is completely interesting."John Schoolcraft, Ex-CCO of Oatly

Oatly didn't grow by chasing trends - they grew by telling the truth in a way no one else had the nerve to. John Schoolcraft built a creative culture that made complexity feel human, funny, and urgent. This session is about what it actually takes to make people care.

What the Session Covers
Why most brand storytelling fails to connect - and what changes when it does
How Oatly turned radical honesty and self-aware humour into a global creative identity
The role of creative leadership in building a culture that produces brave work
How to brief, protect, and scale creative ideas inside complex organisations
Outcome for Participants
A sharper instinct for what makes communication cut through - and a practical lens for evaluating and defending creative work inside your organisation.
Feed Your Brain - Extra Learning
Oatly: It's Like Milk But Made for Humans
Fuck Oatly
Oatly Sustainability Report
The Hero Trap — Oatly chapter
The Work - Examples to Watch
Oatly: Wow No Cow
Burger King: Moldy Whopper
04
19 May 2026 · 4:00–5:00 PM CET
Trust Is Earned, Not Claimed
Partnerships, Proof & Reputation
↓
View the Recording → Session Recap →
Mentor
Dave Hakkens — Industrial Designer: Precious Plastic, Project Kamp, Phonebloks
Case Study
Parley for the Oceans & IKEA — Trust Built Through Action
"I'm always trying to make myself obsolete. Have an idea and give it to the world. Hopefully someone does it."Dave Hakkens, Designer & Founder, Precious Plastic

Dave Hakkens built Precious Plastic into a globally distributed system for recycling - not through claims, but through open-source tools, real partnerships, and proof that anyone could act. This session is about how trust is constructed, not declared, and how the brands that win long-term are those that partner credibly and show their work.

What the Session Covers
Why partnership is the new proof - and how to choose collaborators that add credibility rather than noise
Parley for the Oceans: the AIR strategy (Avoid, Intercept, Redesign) and how the Adidas collaboration built credibility at scale
IKEA: long-term NGO and supplier partnerships, value-chain transformation, and how consistency earns trust over time
How to communicate collaboration without falling into purpose theatre
Outcome for Participants
A practical framework for how to build trust through doing - how to choose credible partners, structure meaningful collaboration, and communicate it in a way that strengthens rather than undermines your reputation.
Feed Your Brain - Extra Learning
Phonebloks
Precious Plastic
The Hero Trap
AmEx Small Business Saturday
Sustainability Partnerships: What They Are, Why They Matter, and How They Work
AB InBev: Contract for Change
Conscious Ad Network: Guiding Principles for Responsible Advertising
Conscious Ad Network: Transparency Standards for Vendors and Partners
Conscious Ad Network: AI & Advertising Report
05
26 May 2026 · 4:00–5:00 PM CET
Stop Acting as the Hero: Design for Participation, Not Applause
Customer Empowerment & Behaviour Change
↓
View the Recording → Session Recap →
Mentor
Diara Lô — Global Campaigns Manager, Tony's Chocolonely
Case Study
Tony's Chocolonely – Uneven Bar & Open Chain
"Sustainability needs marketing, and the other way around, to become a brand that stands out."Diara, Global Campaigns Manager, Tony's Chocolonely
Why this fits: Tony's doesn't position the brand as the saviour of cocoa farmers — they design the consumer into the story. The uneven chocolate bar isn't just aesthetic; it's a conversation starter that makes every buyer complicit in change. This session unpacks how to move from performative purpose to genuine participation.
What the session covers
Group presentations + feedback from Thomas and Sadira
Why "brand-as-hero" limits impact
Designing customer participation into product and communication
Transparency and clarity as trust and behaviour drivers
Outcome for participants
A mindset shift from brand-led impact to customer-enabled change
Feed Your Brain
Tony's Chocolonely: Uneven Bar Explained
Tony's Annual FAIR Report (2024–2025)
Follow the Frog
06
02 June 2026 · 4:00–5:00 PM CET
Changing Behaviour Is the Job
Nudging, Movements & Lifestyle Shifts
↓
View the Recording → Session Recap →
Mentor
Mathias Wikström — CEO, Doconomy
Case Studies
Hellmann's – Food Waste Campaign & Too Good To Go – Look, Smell, Taste, Don't Waste
"You are the superheroes the world is waiting for. You have those skill sets. Who else is going to do it?"Mathias Wikström, CEO, Doconomy
Why this fits: Brands influence millions of daily decisions — from how we travel and eat to how we pay, consume, and waste. The most powerful impact often doesn't come from messaging alone, but from designing systems, incentives, and cultural cues that make better behaviour easier and more desirable.
What the session covers
Why behaviour change is the real leverage point for sustainable impact
Understanding behavioural barriers: convenience, cost, identity, and social norms
The difference between awareness campaigns and behaviour design
How brands can move from campaigns to movements and cultural shifts
The role of incentives, default options, and partnerships in nudging behaviour
Outcome for participants
Identify behaviour change opportunities within their category
Move from awareness messaging to behaviour design
Build partnerships and incentives that enable lifestyle shifts
Use marketing influence responsibly to reshape norms and habits
Case Studies
Hellmann's – Food Waste Campaign
Too Good To Go – Look, Smell, Taste, Don't Waste
Feed Your Brain
Inglorious Fruits and Vegetables
About Ad Net Zero
Ad Net Zero Media Sustainability
Reflection Prompt
Which behaviours does my brand reinforce today — intentionally or unintentionally?
07
09 June 2026 · 4:00–5:00 PM CET
What Really Matters: Killing the Noise in Materiality
Materiality, Focus & Strategic Choice
↓
View the Recording → Session Recap →
Mentor
Simon Boers-Hofmeyer — Chief Sustainability Officer, Carlsberg Group
Case Study
Patagonia: Mission, Materiality & Radical Transparency
"Nationalism, localism — they are much more powerful things when it comes to engagement than CO2, which is literally hot air."Simon Boers-Hofmeyer, Carlsberg Group
Why this fits: Carlsberg has committed to an ambitious ESG programme — Brewing Tomorrow — that spans climate, water, agriculture, and responsible consumption. Like Patagonia, the challenge isn't just identifying what matters, but having the discipline to focus on it and the honesty to report on it. This session connects Carlsberg's real-world sustainability decisions to a broader framework for how marketers can cut through the noise and act on what is truly material.
Read Before the Session
Carlsberg Group: Brewing Tomorrow — Updated ESG Programme
What the session covers
Group presentations + feedback from Thomas and Simon
What double materiality means in practice — beyond ESG reports
Understanding footprint vs brainprint: footprint covers environmental and social impacts of operations, supply chains, and products; brainprint covers how brands influence behaviours, norms, and consumption patterns
How Patagonia prioritises climate, nature, labour, and consumption
Why transparency — including admitting gaps — builds long-term trust
Case Study: Patagonia
How the mission ("We're in business to save our home planet") guides marketing decisions
Insights from the latest impact report, including slower-than-planned progress
Treating consumer behaviour and advocacy as material levers
Outcome for participants
Distinguish between what is important and what is material
Identify where their organisation has the greatest impact, risk, and influence
Decide where to act operationally (footprint) vs culturally (brainprint)
Avoid spreading effort across too many disconnected initiatives
Feed Your Brain
Patagonia Impact Report (latest edition)
Thomas Kolster – Reversed Materiality Model (customer at the centre)
Ad Net Zero Behaviour
Before Next Time
Review the other groups' work and choose your Top 3 — you are not allowed to vote for your own group
Reflection: Which impacts are truly material for your organisation — and where can marketing reduce harm or shift behaviour?
Think about how to align your work with purpose, or what personal transformation you want to achieve
Consider if you have any projects you're currently working on that need collaborators or support — ping them to us in advance and you may get to present them at the upcoming social session
08
16 June 2026 · 4:00–5:00 PM CET
Build It or It Doesn't Count
Innovation, Product & Service Design
↓
Join the Session →

Details published ahead of session

Pre-reads, mentor information, and session materials will be shared with the cohort before this date.

09
30 June 2026 · 4:00–5:00 PM CET
Making Change Stick: Power, Politics, and the Reality of Organisations
Organisational Change & Implementation
↓
Join the Session →

Details published ahead of session

Pre-reads, mentor information, and session materials will be shared with the cohort before this date.

10
07 July 2026 · 4:00–5:00 PM CET
Choose Your Legacy: The Kind of Leader You Decide to Be
Integrated Leadership & Long-Term Impact
↓
Join the Session →

Details published ahead of session

Pre-reads, mentor information, and session materials will be shared with the cohort before this date.

04 Practical Set-Up

Technology

We use Zoom for all sessions. Please have your camera on and be ready to participate actively. Test your link in advance - join from desktop or via the app.

Recording policy

Sessions are recorded. The first 30 minutes (mentor talk) will be uploaded to Google Drive after each session so you can rewatch or catch up if you miss it.

Before your first session

05 Participation & Peer Agreement

"This is not a classroom. It is a trusted peer space."

The strength of this programme depends on openness, candour, and the willingness to share real challenges - not just polished answers.

01
Confidentiality
What is shared within the cohort stays within the cohort, unless explicitly agreed otherwise.
02
Respect for Ideas & Ownership
Ideas shared remain the property of those who create them. Sharing an idea does not transfer ownership, permission, or rights.
03
Explicit Consent
Nothing discussed, developed, or surfaced will be used, shared, or implemented externally without explicit consent.
04
Partner Engagement
If group outputs are shared with partners, participants will always be informed, nothing moves forward without consent, and no contribution will be attributed without permission.
05
Respectful Participation
Generosity in sharing, respect in listening, courage in thinking, constructive challenge, and professional discretion.
06
A Space for Real Life
A genuine effort to attend, openness in contributing, and communication if you cannot make a session. No friction. No judgement.
07
The Spirit of the Programme
A space to test ideas, challenge assumptions, and think more boldly. The best ideas rarely come from playing safe. By joining, we agree to contribute to a trusted, open, and constructive environment.
06Session Format

Every session follows a peer-to-peer structured approach maximising time for conversation and exchange.

30 minThe Mentor - sharing insights and practical knowledge, followed by Q&A
10 minCohort Reflections - discussing the session and practical takeaways
10 minThe Work - reflecting on and evaluating creative examples together
5 minChallenges & Opportunities - personal reflection on what's holding you back or pushing you forward
5 minWrap-Up - preview of next session

Note: Some sessions are structured differently to allow time for group work presentations.

07The Group Brief

Across these 10 sessions, you'll work on an open brief from Carlsberg. No further guidelines - solve it however you want. Present it however you want. But you only have 1 minute.

"How do you make regenerative agriculture matter to Carlsberg's consumers - and credible to its stakeholders?"
How it works
You'll work in pre-assigned groups, self-coordinating on when, where, and how often you meet. Please be respectful of each other's time and professional commitments.
Submissions
Groups deliver a 1-minute pitch video. Send it to Anya who will add it to the shared Google Drive.

Key Milestones

By 28 May
Submit a 1-minute pre-recorded presentation - email to Anya
02 June
Midway Presentation - groups share progress during Session 6. Peer voting follows (you may not vote for your own group).
07 July
Final Presentation - 1 minute live during the final mentor session.
08Programme at a Glance

All sessions run 4:00–5:00 PM CET. Selected sessions include an additional hour of peer social time.

Date#SessionMentor
28 Apr01
Leading Between Worlds
Leadership, Empathy & Shared Value
Thomas Kolster
05 May02
Beyond Purpose Theatre
Purpose, Credibility & Measurement
Alessandro Manfredi (Ex-Dove)
12 May03
If People Don't Get It, Nothing Changes
Creative Excellence & Storytelling
John Schoolcraft (Ex-Oatly)
19 May04
Trust Is Earned, Not Claimed
Partnerships, Proof & Reputation
Dave Hakkens (Precious Plastic)
26 May05
Stop Acting as the Hero
Customer Empowerment & Behaviour Change
Diara Lô (Tony's Chocolonely)
02 Jun06
Changing Behaviour Is the Job
Nudging, Movements & Lifestyle Shifts
Mathias Wikström (Doconomy)
09 Jun07
What Really Matters: Killing the Noise
Materiality, Focus & Strategic Choice
Simon Boers-Hofmeyer (Carlsberg)
16 Jun08
Build It or It Doesn't Count
Innovation, Product & Service Design
To Be Announced Soon
30 Jun09
Making Change Stick
Organisational Change & Implementation
Dirk Voeste, Volkswagen Group
07 Jul10
Choose Your Legacy
Integrated Leadership & Long-Term Impact
Virginie Helias, P&G

We reserve the right to adjust speakers and session topics across dates, reflecting the dynamic schedules and seniority of our mentors.

09Key Resources

All materials are in the shared Google Drive. Below is a consolidated reference for everything used across the programme.

Google Drive Folder
Open Programme Drive →
All session materials, pre-reads & recordings
Featured Resource
The Hero Trap
Audiobook
Listen to The Hero Trap audiobook - free with code: IMPACT
▶ Listen Free →
Books in the Folder
The Hero Trap - Kolster (Intro, Oatly, Partnerships chapters)
John Izzo on Leadership (Chapters 4 & 6)
The CMO and CSO Playbook →
Reports in the Folder
WARC: Sustainability vs Effectiveness 100
Project ROI: Financial Advantages of CR & Sustainability
Patagonia Impact Report (latest)
Ad Net Zero Framework
WhatsApp Community
Join the Impact Leaders group →
Chat with Anya directly →
Contact
Thomas - hello@thomaskolster.com
Kasia - kasia@thomaskolster.com
Anya - anya@thomaskolster.com
To our cohort

A Warm
Thank You

This programme only works because of the people in the room. Each of you brings a unique perspective, a distinct set of challenges, and - most importantly - a genuine commitment to doing things differently.

We are deeply grateful that you've chosen to be part of this journey. The conversations you'll have, the ideas you'll challenge, and the connections you'll build over the next ten sessions are what will make this experience truly extraordinary.

Welcome. We can't wait to learn alongside you.

10Your Cohort

32 leaders. 10 sessions. One shared mission. Connect with your peers on LinkedIn.