***BUSINESS BOOK AWARDS - FINALIST 2021*** This timely book is a
sequel to John Grant's Green Marketing Manifesto (2007) the
award-winning and bestselling definitive guide to green marketing
(and not greenwashing). Fast forward to mid-2020. Climate Change is
back at the top of the public and political agenda. Even after
covid-19, hundreds of big-name CEOs are committing to a
#greenrecovery. And surveys show widespread global public support
for this and recent shifts in sustainable behaviours and attitudes
in markets ranging from organic food to flying. Sustainable brands
are significantly outperforming conventional ones. As are
sustainability related stock prices. Companies like Unilever
continue to set ambitious targets related not just to climate, but
biodiversity and deforestation, plastics, social justice,
regenerative farming. Sustainability related trends such as
plant-based foods and electric vehicles are showing steep growth
and creating tomorrow's superbrands (Impossible, TESLA...). This
book is packed with up to date learnings, case examples and trends,
covering everything from eco labelling, transparency and the
circular economy; to rebound effects, sustainable finance,
blockchain and regenerative farming. A core message being that to
drive sustainability, marketers firstly do really need to properly
understand sustainability, its many applications and implications.
Secondly to be effective, marketers need to understand what it
means to their consumers and other significant audiences. Hence the
book takes a long hard look at what was driving all the protests,
boycotts and petitions in 2019 and what ideas, causes and platforms
caught the public imagination. The ultimate goal is to go beyond
marketing that simply looks good, to marketing that does good. This
book helps in achieving that goal by showing the reader how to:
Uncover strategies for sustainable marketing that actually deliver
on green and social objectives, not just greenwashing
Reconceptualise marketing and business models, and learn to
recognise the commercial strategies and approaches that are no
longer fit for purpose Learn how hot topics like the climate
crisis, biodiversity, social justice, single use plastics and
supply chain transparency influence green and social marketing Read
about numerous examples and case studies from both brand leaders
and challengers that have developed innovations and fresh creative
approaches to green and social marketing Get practical tools,
models, facts, strategies, workshop and project processes and
business case rationales - so that you can build your own plans and
proposals This book is intended to assist marketers, by means of
clear and practical guidance, through a complex transition towards
meaningful marketing that makes a positive creative impact on the
climate crisis and on improving human life in troubled times. Aimed
both at big companies that are trying to be good, and good
companies that are trying to be big.
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