Product Description

We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon.

We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable.  True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good.

The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably.  It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

Product Details

• Amazon Sales Rank: #35633 in Books
• Published on: 2007-10-29
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 320 pages

Review
"John Grant′s been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."  (Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007) 

"...the book casts new insight into green marketing."  (naturalchoice.co.uk, Tuesday 18th December 2007)

"...thought–provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

“…a remarkable and timely book that is as thought provoking as it is comprehensive…an invaluable guide…” (The Marketer, March 2008)

“…a useful step in the right direction..." (Professional Manager, March 2008)

"If ever you′ve got to do a green project, this book should give you some ideas" (The Drum, October 17th 2008)

Review
"John Grant′s been so smart and percipient with his new masterwork...useful, readable and clever..."  (Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007)

  "...the book casts new insight into green marketing."  (naturalchoice.co.uk, Tuesday 18th December 2007)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

"...thought–provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

“…a remarkable and timely book that is as thought provoking as it is comprehensive…an invaluable guide…” (The Marketer, March 2008)

“…a useful step in the right direction" (Professional Manager, March 2008)

Reuters, Thursday, 29th November 2007
"outlines how environmentalism increasingly informs business strategy."

Customer Reviews

5/5 John Grant. Hugely convincing stuff. Thank you for writing this book.
I read this book with trepidation, thinking, OK I'll see if this is just more hyberbole about 'green mania' and, to my relief, I found an excellent, well-balanced presentation of a really simple idea about how marketers are in a truly key position to make a difference in this world. As communication experts, marketers are in a place where they can really influence, and hopefully change the way we, the consumer, behave. What is so refreshing about this book is that it immediately quashes any idea of 'green-washing' and 'jumping on the green bandwagon'. Instead, the author is very honest about the difficulties of changing consumer perception and behaviour, and offers ideas for ways forward.

The key message to take away from this book is that we should not be trying to force a 'green revolution' per se, but that we should be moving consumers towards being 'green' as a matter of course - green should become the normal way we behave rather than something we have to make an effort at.

Not only is this an extremely thought provoking book, it is hugely engaging. You will find yourself both nodding knowingly as you read it and also thinking, 'yes, that is a really good idea'.

Great little read for marketeers
John Grant, ex of St. Lukes the ethical advertising agency, is one of the most proflic writers on new marketing trends. He also happens to be very environmentally aware in his outlook. The book tackles the main greenwash versus genuinely green marketing issues as well as giving important tips on telling the difference. The key point is that green marketing is making green things normal, not normal things green. This is a crucial point so often missed by marketers jumping on the green band wagon. A classic example would be the Flybe's `ecolabelling' which apart from the utterly ridiculousness of their claims added insult to injury by claiming that extra leg room was somehow `eco'. All marketing campaigns naturally have a commercial aspect, companies wouldn't do marketing if the net result was not a profit positive one, a green campaign should also have a green outcome, ie replacing an energy intensive product with a carbon neutral one but Grant a truly green marketing campaign is one that does not make a minor difference but one which creates a real step change in culture. A good example would be the way that cruelty free cosmetics from the Body Shop placed animal testing on the agenda of all cosmetic companies, and lead to a huge cleaning up, though not eradication, of this practice. This book has some internal conflicts, for the green approach when faced with choices is really whether to cut or switch. For green marketing the objective is to switch from one product to another rather than decide to do without at all. However overall the book casts new insight into green marketing. The book works well with Chris Anderson's The Long Tail on micro niches in demographics.

Wonderful stuff
As ever. All of John Grant's books exude great thinking and this is no different. Will change the way you do things and think with reference to green matters. Look forward to the next book.