Green issues and marketing look like opposites, but in John Grant’s book, The Green Marketing Manifesto, he suggests that they can work together to sell new lifestyles and ideas.
He says green marketing is a much needed function today, when we all need to act fast to mitigate the effects of climate change. First, sustainability must be embraced. Sustainable business is the label we give to the idea that environmental objectives are not incompatible with ongoing economic prosperity.
Grant says that his book is written for greens and business people who have reached the realization that we have to work together to create an alternative to the old business marketing model. Marketing has to be less irresponsible and more aligned with the corporate social responsibility agenda.
New Marketing
Given the current urgent need to cut carbon emissions, marketers must avoid the marketing approach known as green washing. By green washing, marketers attempt to capitalize on the public’s awareness of the need for environmental responsibility by appropriating virtues or wrapping themselves and their product in green movement labels and attributes.
Green washing, as well as old approaches to branding and creating image ads are in trouble since consumers can and do research marketing claims. Grant says that consumers don’t trust image ads and he backs this claim noting the growth of consumer literacy, resistance to marketing, and cynicism.
New marketing is more authentic. Brands tend to be differentiated by the values and actions of the companies behind them. New marketing does not lead to unsustainable consumption.
The Green Marketing Challenge
Marketing approaches don’t have to preach or be gloomy. Green marketers can use the current call for greater sustainability as an opportunity to use talent and creativity to make green alternatives seem normal, acceptable, and attractive.
Marketers are bolstered to use green marketing methods by recent reports of consumer green awareness. For example, a study released by Landor Associates in May 2007 said that in the previous year, market researchers saw one of the most complete and speedy revolutions in consumer attitudes ever toward the need to purchase responsible and sustainable products.
Grant says more businesses are measuring success in terms of the reduction of harm to the environment. Sustainable businesses make decisions not only based on financial factors, but also based upon their social and environmental impact. In so doing, businesses show banks and investors that they are less of a risk and more viable in the long run.
Marketing is no longer about seducing. Marketing is about engaging and educating. He calls on marketers to notice that “there are more ways of making money than encouraging needless waste and extra consumption of precious resources.” Modern markets are too literate, too transparent, too cynical, too authenticity-seeking; they have moved past image marketing.
Green Marketing Grid – Green, Greener, Greenest
Grant presents the green marketing grid as a tool for green marketers who are committed to marketing more sustainable products, services, transportation, etc. For example, by using this grid to think through the marketing options, they can innovate away from an unsustainable product and invent a sustainable service to fill customer needs. eBay, for instance, created a second hand market for consumer goods.
The green (A), greener (B), greenest (C) horizontal columns of the grid take the marketer from merely developing a green product to getting consumers to share their belief in the product’s green benefits to creating a revolution in the product area, the greenest means of meeting a need.
These columns are set against three rows that are based in sociology: that is, society operates as a public face (1), society operates on a social level where there is an identity with community (2), and society operates on a personal level (3).
The resulting green grid offers nine boxes for consideration by marketers. Grant then uses about one-half of the text to explore the opportunities of each grid unit and includes many examples. Marketers may be:
Green
- A1 – Set an example using language to point to or frame their green commitment
- A2 – Partner with credible non-profits to bask in their green glow
- A3 – Market a personal benefit of the green product that is useful and normal
Greener
- B1 – Develop a new green market for which there is enthusiasm that is shared with the consumer
- B2 – Create brand enthusiasm that is shared and inclusive
- B3 – Ask consumers to change by switching the way they consume and cutting consumption
Greenest
- C1 – Innovate a totally new business concept. Current online marketing concepts are breaking through in this area.
- C2 – Innovating new means to market traditional green products that push their greenness without appearing old-fashioned.
- C3 – Challenge consumers to improve themselves.
Grant offers a caveat: Green marketers must be both interested in profits and aware of the green imperative. The commercial desire will make green products and marketing bolder, ensuring that they look normal. The green ethic will bring to the commercial effort authentic appeal.
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