09/23/2020 | Press release | Distributed by Public on 09/23/2020 03:50
By John Grant
Published by Wiley, August 2020
Paperback and e-book
With climate change back at the top of the public and political agenda, hundreds of big-name CEOs are committing to a #greenrecovery and surveys are showing widespread global public support for this.
Recent shifts in sustainable behaviours and attitudes, in markets ranging from organic food to flying, has meant that sustainable brands are significantly outperforming conventional ones. As are sustainability related stock prices.
Companies continue to set ambitious targets related not just to climate, but to biodiversity and deforestation, plastics, social justice, regenerative farming and more. Sustainability related trends such as plant-based foods and electric vehicles are showing steep growth and creating tomorrow's superbrands.
Packed with up to date learnings, case examples and trends, it covers everything from eco labelling, transparency and the circular economy; to rebound effects, sustainable finance, blockchain and regenerative farming. A core message of the book is that to drive sustainability, marketers firstly 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.
It also takes a long hard look at what drove the many 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. To help achieve that goal, Greener Marketing shows readers how to:
Aimed both at big companies that are trying to be good, and good companies that are trying to be big, this book is intended to assist marketers, by means of clear and practical guidance, towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times.
Grant says: 'We have very little time left to radically transform our economies and societies. If we don't succeed, we will see global temperatures rise far enough to do untold damage. If we do succeed, we also stand a chance of building a fairer, more human and liveable society. And whether we succeed or not, just the attempt could be a hugely worthwhile adventure.'
Greener Marketingwill be available wherever books and ebooks are sold.
About the Author:
John Grantstarted his communications strategy career at JWT and then BMP-DDB where he won the IPA Effectiveness Grand Prix. He went on to become co-founder and head of strategy at London creative hot shop St Luke's (as featured in the Harvard Business Review, Fast Company Magazine and Campaign Agency of the Year). Since then John has advised clients such as BBC, IKEA, Microsoft, Natura, and Unilever on brand, marketing, behaviour change, strategy and innovation.
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