The Green Marketing Manifesto

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.