2. Creativity Company
Brand belief/
credibility/
empathy respect
Think different
Product
experience/
performance
Design
Success = When your experience with the product reinforces
your belief in the brand and confirms your respect for the
company
2
3. Green Greener Greenest
(push standards) (share responsibility) (reinvent business)
Set an example Develop the market New business
Company concepts
(trust)
Credible partners Tribal brands Trojan horses
Brand
(belief)
Market a benefit Change Usage Challenge
Product consuming
(performance)
9 angle points of attack
John Grant: The Green Marketing Manifesto
4. Green Greener Greenest
(push standards) (share responsibility) (reinvent business)
Framing Educate Social producHon
Company vs vs vs
(trust) PoinHng Evangelise Property
Eco‐labels Exclusive TradiHon
Brand vs vs vs
(belief)
Cause Related Inclusive New cool
Less Switch Treasure
Product vs vs vs
(performance) More Cut Share
Always one way, and exactly the opposite
Which always give two opHons…
5. Framing Poin+ng
1) SETTING AN EXAMPLE:
FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS)
VERSUS POINTING TO THE RESULT (THE PRIUS)
6. 3rd party label Cause related partner
2) CREDIBLE PARTNERS:
REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD
PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’
8. Less More
3) MARKET A BENEFIT:
MATCH THE CONSUMER BENEFIT WITH THE SUSTAINABLE
BENEFIT BY SAYING WHAT YOU DO LESS
(like pollution or pesticides) OR MORE (honesty, organic)
9. Educate Evangelize
4) DEVELOP THE MARKET:
EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR
YOUR PRODUCT VERSUS EVANGELIZE TO GROW
CONSENSUS AND OPINION
12. Inclusive Exclusive
5) CONNECT TO A TRIBE:
BE INCLUSIVE BY BEING EMPATHIC AND CARING FOR A CERTAIN
AUDIENCE, OR BE EXCLUSIVE BY PORTRAYING A PARTICULAR
ATTRACTIVE LIFESTYLE
14. Switch Cut
6) CHANGE USAGE
YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE
15. Social produc+on Property
7) NEW BUSINESS MODELS
YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF
PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE
INTO PERSONAL PROPERTY
16. Tradi+ons New cool
8) TROJAN HORSE
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17. Sharing Treasure
9) CHALLENGE CONSUMPTION
YOU DSFKLJ
18. Cut out and keep
“The Green Marketing Matrix”
Green Greener Greenest
(push standards) (share responsibility) (reinvent business)
Company Set an example Develop the market New business concepts
(trust)
Brand Credible partners Tribal brands Trojan horses
(belief)
Product Market a benefit Change Usage Challenge consuming
(performance)
Green Greener Greenest
(push standards) (share responsibility) (reinvent business)
Company Framing Educate Social producHon
(trust) vs vs vs
PoinHng Evangelise Property
Brand Eco‐labels Exclusive TradiHon
(belief) vs vs vs
Cause Related Inclusive New cool
Product Less Switch Treasure
(performance) vs vs vs
More Cut Share
19. Personal beliefs
It should start with “relocaHng dreams”
It is not about “changing the world”, it is about
contribuHng to change, each with our own talents and
specialism
If it doesn’t sell, it is not sustainable. You should
connect with a real consumer benefit, otherwise
it won’t work
RaHonal arguments won’t change behaviour,
it is about social status