Author: John Grant
ISBN: 978-0-470-72324-1
Hardcover: 320 pages
Published by John Wiley & Sons, Inc.
Recommended Retail Price: SGD 52.38 (including GST)
Available at all major bookstores
Book Review
John Grant is the co-founder of the St Luke ad agency and has worked with clients such as IKEA, LEGO, Body Shop and innocent on green marketing and sustainability. His experience and thoughts can be summarised in The Green Marketing Manifesto, which articulates a green marketing strategy grid with 9 different approaches to green marketing.
The green marketing strategy grid is made up of three marketing objectives:
A. Green: Setting new standards in responsible products, policies and processes
B. Greener: Sharing responsibility with customers
C. Greenest: Supporting innovation – new habits, services, business models
And three levels at which marketing can operate:
1. Personal: Product/benefits/individual
2. Social: Brand meanings/herd instincts/tribes/communities
3. Public: Company as credible source, as cultural leader or partner
This 3 x 3 grid results in nine strategies that companies can adopt for their green marketing:
A1: Set an Example (Framing vs Pointing)
A2: Credible Partners (Eco-label vs Cause-related)
A3: Market a Benefit (Less vs More)
B1: Develop the Market (Educate vs Evangelise)
B2: Tribal Brands (Exclusive vs Inclusive)
B3: Change Usage (Switch vs Cut)
C1: New Business Concepts (Social Production vs Property)
C2: Trojan Horse Ideas (Tradition vs New Cool)
C3: Challenging Consuming (Treasuring vs Sharing)
Besides the green marketing approaches, John explains that companies need to go beyond image marketing to create sustainable brands. Companies should not make normal products seem green (greenwashing), instead they should make green products seem normal and acceptable. His vision is:
Green (and sustainable) products are not just responsible. They are better: more durable, cheaper, nicer, healthier, more thoughtful, offering extensions into social communities, belonging to something. The green products, services and businesses of the future are creative, in a sparky, thrilling way.
The Green Marketing Manifesto is an essential guide on green marketing for companies with green products and services, marketing executives and CSR professionals.
