The Green Marketing Manifesto

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We are currently immersed in a new religion of everything ‘green,’ with industry and commerce racing to develop their environmental business strategies. Amid this awareness, discussions about the ‘green marketing opportunity’ abound, but we must seek sustainable marketing that genuinely meets green objectives rather than merely adopting green themes. Marketers need to abandon strategies that, while commercially viable, are unsustainable. True green marketing should transcend superficial ad models and focus on doing good. This book provides a roadmap for organizing green marketing effectively and sustainably, offering a fresh start with practical insights. It includes examples from companies like Marks & Spencer, Sky, Virgin, Toyota, Tesco, and O2, showcasing the potential of this approach. John Grant introduces a ‘Green Matrix’ as a tool for assessing current practices and identifying the necessary future shifts. This book aims to guide marketers through the complex transition toward meaningful green marketing with clear, practical advice. It also features a foreword by Jonathon Porritt, emphasizing the importance of this movement.