We are currently eating, sleeping, and breathing a newfound 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 of the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing strategy that actually delivers on green objectives, not green themes. Marketers need to give up the many ways and approaches that made sense in pure commercial terms but which are unsustainable in the long run. True green marketing must go beyond the ad models where all it matters is to make a brand “look” good; we need a green marketing that “does” well and does good. Hype won’t do any longer; when people buy “green” they want to know they are making a real contribution to solving global environmental problems.
“The Green Marketing Manifesto” by John Grant 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. John Grant recreates the field of marketing for the new “green” era with ingenuity and verve. In order to give an indication of the potential of this route, the book offers many examples from companies and brands that are making headway in this thorny arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, and O2. So, “The Green Marketing Manifesto” leaves the readers with a meaningful set of tools for formulating and executing their own projects. John Grant creates a ‘Green Matrix’ as a tool for examining current practices and those 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.
Take-aways from The Green Marketing Manifesto
Dr Hansini Premi is currently working as an Associate Faculty/ Program Leader for Doctorate of Business Administration with Athena Global Education. She did her research in Sustainable Marketing from Malaviya National Institute of Technology, Jaipur. Her doctoral studies investigated the buying behavior of consumers and development of marketing strategies for green products. She has published papers in reputed peer-reviewed journals, international and national Conference proceedings.
Scottish Qualifications Authority, UK
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