[eBook Code] Greener Marketing (eBook Code, 1st)

Foreword for ‘Greener Marketing’ By John Grant VII

Introduction 1

Section I Not Bad 13

1.1 Waking up to an Environmental Crisis (again) 16

1.2 Actually, Consumers Do Buy Sustainable Goods 22

1.3 From Plastic Brands to the Circular Economy 24

1.4 Instagram, Influencers, and Brands as Folklore 29

1.5 Simple Marketing, Complex Sustainability 35

1.6 Fifty Shades of Greenwash 39

1.7 Transparency? Or Another Façade 49

1.8 An Advertising Vow of Chastity? 55

1.9 What is Sustainability? An Ethic and an Emergency 59

1.10 Sustainability as a New Way of Doing Business 71

1.11 Eco-Labels, Their Struggle and Ongoing Role 81

1.12 Let’s Redesign Life 88

Section II Net Good 99

2.1 Year of the Street Protest 102

2.2 The Blue Planet Effect 107

2.3 Plant-Based Revolution 115

2.4 Capitalism. Time for a Reset 123

2.5 Corporate Citizens 127

2.6 Every Business a Social Venture 136

2.7 Is it a Purpose (or Just a Pose?) 150

2.8 Brands Doing Good 162

2.9 Consumer Behaviour – Snakes & Ladders 170

2.10 Design for Nature and Human Nature 179

2.11 Build your own Paradigm Shift in 15 Steps 191

Section III Aim, Frame, and Game 211

3.1 AIM – Defining the Task 213

3.2 Frame – Cultural and Cognitive Positioning 220

3.3 Game – The Greener Marketing Grid 226

What Now? (Concluding Thoughts) 243

Index 245