The Green Marketing Manifesto

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.

We are currently eating, sleeping and breathing a new foundreligion of everything 'green'. At the very heart ofresponsibility is industry and commerce, with everyone now racingto create their 'environmental' business strategy. Inline with this awareness, there is much discussion about the'green marketing opportunity' as a means of jumping onthis bandwagon.We need to find a sustainable marketing that actually deliverson green objectives, not green theming. Marketers need to giveup the many strategies and approaches that made sense in purecommercial terms but which are unsustainable. True greenmarketing must go beyond the ad models where everything is anotherexcuse to make a brand look good; we need a green marketingthat does good.The Green Marketing Manifesto provides a roadmap on howto organize green marketing effectively and sustainably. Itoffers a fresh start for green marketing, one that provides apractical and ingenious approach. The book offers many examplesfrom companies and brands who are making headway in this difficultarena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2to give an indication of the potential of this route. John Grantcreates a 'Green Matrix' as a tool for examiningcurrent practice and the practice that the future needs to embrace.This book is intended to assist marketers, by means of clear andpractical guidance, through a complex transition towards meaningfulgreen marketing. Includes a foreword by Jonathon Porritt.

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 ProductsServices, Brands, Companies.B. Greener - Sharing Responsibility with Customers.C. Greenest - Shaping a New Culture of ResponsibilityThrough Innovation.1. Public - Company Story, Engagement CampaignsFutures.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.