The Green Marketing Manifesto

About this book

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.

Contents

Foreword
Acknowledgements
Introduction

Section I BACKGROUND
Setting the Scene
A Tipping Point - And Then What?
The Green Consumer Bandwagon of 1989
The Green Challenges
The Marketing Challenge
The Green Consumer? (Or All Consumers?)
Sustainability - The Backroom Revolution
The Green Marketing Challenge
Green Marketing's Five I's
Endnote: Another Revolution

Section II THE GREEN MARKETING GRID
Overview
A. Green - Setting New Standards for Responsible Products, Services, Brands, Companies
B. Greener - Sharing Responsibility with Customers
C. Greenest - Shaping a New Culture of Responsibility Through Innovation
1. Public - Company Story, Engagement Campaigns, Futures
2. Social - Identity and Community
3. Personal - Products and Habits
A1: Set an Example
A2: Credible Partners
A3: Market a Benefit
B1: Develop the Market
B2: Tribal Brands
B3: Change Usage
C1: New Business Concepts
C2: Trojan Horse Ideas
C3: Challenging Consuming
A: Setting New Standards (Green)
A1: Set an Example
A2: Credible Partners
A3: Market a Benefit
B: Sharing Responsibility (Greener)
B1: Develop the Market
B2: Social/Tribal Brands
B3: Change Usage
C: Supporting Innovation (Greenest)
C1: New Business Concepts
C2: Trojan Horse Ideas
C3: Challenging Consuming

Section III CONCLUDING THOUGHTS
Ideas Good, Image Bad
A Fresh Start for Green Marketing
References
Index

Customer Reviews

Biography

John Grant co-founded St Luke's the innovative and socially aware London ad agency. Working with clients such as the Body Shop as well as mainstream brands, St Luke's pioneered the view of a company's 'Total Role in Society' and operated as an employee shareholder democracy. Since leaving in 1999 he has worked as an independent consultant. John's recent clients include IKEA, innocent, LEGO, O2 and SVT (the Swedish broadcaster). Over the years he has been involved with green brands (the Ecologist), sustainability (IKEA's global ethical and environmental reporting), start ups (ONZO, a home energy monitor manufacturer), social ventures (The Young Foundation), sustainable marketing agencies (Clownfish), committees (Forum for the Future) and reports (WWF). John's previous books which all deal with 'what's new?' have earned widespread praise, popularity and critical acclaim. The New Marketing Manifesto was named one of the ten best business books of 1999 by Amazon. After "Image" (2002) was included in a list of 'the most popular business books in the world' on Wikipedia.