This book aims to provide 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. The author admits that it is a very tricky proposition full of promise and pitfalls. It will mean different things to different companies, small and large, ethical and mainstream. If not handled correctly, green marketing will fail.Green marketing has to prove that it is sustainable against three key factors: Commercial outcomes Environmental outcomes Cultural outcomes.The first two outcomes are fairly obvious, it is the third outcome, the cultural shift that is perhaps the most important. Within the framework of cultural outcomes, the author addresses the deeper and more complex issue thatconsumerism is to blame for at least part of the problem. Consumerising green issues, for instance creating 'cool' or 'luxury' green brands, whilst not confronting the underlying patterns of attitude and behaviour (excessive individual gratification at all costs) is likely to be counterproductive. We need to move on from adopting a few 'green behaviours' towards a real cultural shift.The book offers some examples from companies and brands who are making headway in this difficult arena, such as Marks&Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a 'Green Matrix' as a tool for examining current practice and the practice that the future needs to embrace.This book is not a polemic, it is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing.
