John Grant's "The Green Marketing Manifesto"

Green marketing is one of those concepts that is on the tips of many corporate tongues these days. As consumers become more in-tune with the urgency of our environmental issues, companies are increasingly looking for ways to incorporate green messaging into their marketing efforts. Of course, 'saying' and 'doing' are two completely different things. But if you are a company that genuinely wants to be more green-friendly and articulate brand messages that resonate well to the green-minded consumer, how do you do it? Or more importantly, how do you do it effectively?

"Is it about the environment, organic food or 'good-for-you' living? … It could be about all of those things," said Allen Adamson, managing director at Landor. "It is easy to say you are green, but consumers are skeptical. And because everyone wants to jump on the green bandwagon, all of a sudden it is noisy in this space, and it is hard to break through."

Enter John Grant's book titled "The Green Marketing Manifesto". John Grant is no stranger to the blogosphere, and has worked with some well-known companies like the Body Shop through his own UK-based advertising agency called St. Luke's. John Grant has woven his commitment to 'responsible' marketing directly into the DNA of his ad agency.

We believe your audience will only love you, be loyal to, pay a premium for and recommend you when you show that you love them.

We believe no brand can make a motivating and lasting connection with people unless it demonstrates a deep, empathetic and intimate understanding of their lives. Only when it has shown it has people's best interests at heart, will that brand become resonant and important, and the advertising work harder to deliver a return to the business.

"The Green Marketing Manifesto" takes you through case studies of major corporations who are actively engaged and making progress with genuine green initiatives and green messaging.

"I wrote the book (originally it started as a paper for a potential client project) to try to make sense of the torrent of recent green marketing initiatives. I wanted to sift out what was greenwash and what had substance - and also try to get to what was actually working, and why; and to map out the terrain a bit." - John Grant.

The Green Marketing Manifesto is poised to be a must-read and a leading authority on the subject of green corporate messaging. To learn more about the book and the author, watch the video excerpt below from the book's launch in London.

source [brandweek]
via [eco-libris]

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John Grant's "The Green Marketing Manifesto"

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