The Green Marketing Manifesto
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John Grant co-founded St Luke’s the innovative and socially aware London ad agency. Working with clients such as the Body Shop as well as mainstream brands, St Luke’s pioneered the view of a company’s “Total Role in Society” and operated as an employee shareholder democracy. Since leaving in 1999 he has worked as an independent consultant. John’s recent clients include IKEA, innocent, LEGO, O2 and SVT (the Swedish broadcaster). Over the years he has been involved with green brands (the Ecologist), sustainability (IKEA’s global ethical and environmental reporting), start ups (ONZO, a home energy monitor manufacturer), social ventures (The Young Foundation), sustainable marketing agencies (Clownfi sh), committees (Forum for the Future) and reports (WWF). John’s previous books which all deal with ‘what’s new?’ have earned widespread praise, popularity and critical acclaim. The New Marketing Manifesto was named one of the ten best business books of 1999 by Amazon. After Image (2002) was included in a list of ‘the most popular business books in the world’ on Wikipedia. Brand Innovation Manifesto (2006) was described as: “. . . a great addition to brand consumer communication methodology . . . ” (Brand Strategy) “. . . read it . . . ” (Admap) “. . . revolutionary . . . ” (The Marketer). John was voted the most in-demand event speaker in London in an RAB poll. John is also a prolifi c blogger and writer of articles and reports. His current thoughts on green marketing can be found at and he is also the offi cial blogger for the Green Awards at






Setting the Scene.

A Tipping Point – And Then What?

The Green Consumer Bandwagon of 1989.

The Green Challenges.

The Marketing Challenge.

The Green Consumer? (Or All Consumers?).

Sustainability – The Backroom Revolution.

The Green Marketing Challenge.

Green Marketing’s Five I’s.

Endnote: Another Revolution.



A. Green – Setting New Standards for Responsible Products, Services, Brands, Companies.

B. Greener – Sharing Responsibility with Customers.

C. Greenest – Shaping a New Culture of Responsibility Through Innovation.

1. Public – Company Story, Engagement Campaigns, Futures.

2. Social – Identity and Community.

3. Personal – Products and Habits.

A1: Set an Example.

A2: Credible Partners.

A3: Market a Benefit.

B1: Develop the Market.

B2: Tribal Brands.

B3: Change Usage.

C1: New Business Concepts.

C2: Trojan Horse Ideas.

C3: Challenging Consuming.

A: Setting New Standards (Green).

A1: Set an Example.

A2: Credible Partners .

A3: Market a Benefit.

B: Sharing Responsibility (Greener).

B1: Develop the Market.

B2: Social/Tribal Brands.

B3: Change Usage.

C: Supporting Innovation (Greenest).

C1: New Business Concepts.

C2: Trojan Horse Ideas.

C3: Challenging Consuming .


Ideas Good, Image Bad.

A Fresh Start for Green Marketing.




"John Grant's been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."  (Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007) 

"...the book casts new insight into green marketing."  (, Tuesday 18th December 2007)

"...thought-provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

“…a remarkable and timely book that is as thought provoking as it is comprehensive…an invaluable guide…” (The Marketer, March 2008)

“…a useful step in the right direction..." (Professional Manager, March 2008)

"If ever you've got to do a green project, this book should give you some ideas" (The Drum, October 17th 2008)