Greener Marketing

ISBN-13: 9781119689119 / Angielski / Miękka / 2020 / 272 str.

John (Freelance) Grant

Spis treści

Foreword for 'Greener Marketing' By John Grant VIIIntroduction 1Section I Not Bad 131.1 Waking up to an Environmental Crisis (again) 161.2 Actually, Consumers Do Buy Sustainable Goods 221.3 From Plastic Brands to the Circular Economy 241.4 Instagram, Influencers, and Brands as Folklore 291.5 Simple Marketing, Complex Sustainability 351.6 Fifty Shades of Greenwash 391.7 Transparency? Or Another Façade 491.8 An Advertising Vow of Chastity? 551.9 What is Sustainability? An Ethic and an Emergency 591.10 Sustainability as a New Way of Doing Business 711.11 Eco-Labels, Their Struggle and Ongoing Role 811.12 Let's Redesign Life 88Section II Net Good 992.1 Year of the Street Protest 1022.2 The Blue Planet Effect 1072.3 Plant-Based Revolution 1152.4 Capitalism. Time for a Reset 1232.5 Corporate Citizens 1272.6 Every Business a Social Venture 1362.7 Is it a Purpose (or Just a Pose?) 1502.8 Brands Doing Good 1622.9 Consumer Behaviour - Snakes & Ladders 1702.10 Design for Nature and Human Nature 1792.11 Build your own Paradigm Shift in 15 Steps 191Section III Aim, Frame, and Game 2113.1 AIM - Defining the Task 2133.2 Frame - Cultural and Cognitive Positioning 2203.3 Game - The Greener Marketing Grid 226What Now? (Concluding Thoughts) 243Index 245

O autorze

John Grant started 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 on brands, marketing, behaviour change, strategy and innovation.