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The Green Marketing Manifesto

John Grant

Wiley, 2007

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Hype won’t do any longer; when people buy “green” they want to know they’re making a real contribution to solving global environmental problems. Although consumers no longer buy the message of unbridled consumption, the goals of marketing and sustainability don’t have to conflict. John Grant recreates the field of marketing for the new “green” era with ingenuity and verve. Through varied examples, he analyzes what works and why, and leaves readers with a meaningful set of tools for thinking about their own projects. getAbstract recommends this book as a provocative approach to the future of marketing in a society where sustainability matters.

Summary

Marketing Sustainability

To meet sustainable goals for drastically reducing each person’s impact on climate change, individuals in industrial societies need to trim their personal “footprint” (measured by volume of carbon emissions) by a staggering 85%. The new challenge for marketing in this “green” environment is to promote a different lifestyle and mindset, and to pave the way for radical innovation and education. “Green marketing” internalizes the core values of sustainability, so it’s possible for people to do the right thing as consumers, businesses and human beings while still supporting a healthy, profitable economy. This approach contributes to tackling serious global challenges, and goes far beyond just “greenwashing” to sell a product.

“New marketing” describes ways to craft a context for your product in conjunction with your customers. Built on Web 2.0 networking capabilities, this approach invites participation, engenders word of mouth and encourages brand loyalty. When you develop a marketing plan, consider profit goals, environmental impact and your product’s larger, longer-term impact.

Using the “Green Marketing Grid”

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About the Author

John Grant is a marketing professional and the author of several marketing books, including After Image and Brand Innovation Manifesto.

The Green Marketing Manifesto

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Marketing Sustainability

Using the “Green Marketing Grid”

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