“The Green Marketing Matrix”

9 Different angle-points to find the right strategy

Companycredibility/respect

Productexperience/performance

Brandbelief/

empathy

2

Success = When your experience with the product reinforces your belief in the brand and confirms your respect for the company

Think different

Creativity

Design

9 angle points of attack

Green(pushstandards)

Greener(shareresponsibility)

Greenest(reinventbusiness)

Company(trust)

Setanexample Developthemarket Newbusinessconcepts

Brand(belief)

Crediblepartners Tribalbrands Trojanhorses

Product(performance)

Marketabenefit ChangeUsage Challengeconsuming

John Grant: The Green Marketing Manifesto

WhichalwaysgivetwoopHons…

Green(pushstandards)

Greener(shareresponsibility)

Greenest(reinventbusiness)

Company(trust)

Framingvs

PoinHng

Educatevs

Evangelise

SocialproducHonvs

Property

Brand(belief)

Eco‐labelsvs

CauseRelated

Exclusivevs

Inclusive

TradiHonvs

Newcool

Product(performance)

Lessvs

More

SwitchvsCut

Treasurevs

Share

Always one way, and exactly the opposite

1) SETTING AN EXAMPLE:

FRAME YOUR CORPORATE AMBITIONS (ZERO EMISSIONS) VERSUS POINTING TO THE RESULT (THE PRIUS)

Framing  Poin+ng 

2) CREDIBLE PARTNERS:

REINFORCE YOUR SUSTAINABLE CREDENTIALS WITH A THIRD PARTY LABEL VERSUS GETTING A ‘CAUSE RELATED PARTNER’

3rd party label  Cause related partner 

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)

Less  More 

4) DEVELOP THE MARKET:

EDUCATE PEOPLE TO REALIZE AWARENESS AND CONTEXT FOR YOUR PRODUCT VERSUS EVANGELIZE TO GROW

CONSENSUS AND OPINION

Educate  Evangelize 

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

Inclusive  Exclusive 

6) CHANGE USAGE

YOU CAN PROMOTE TO SWITCH USAGE OR CUT USAGE

Switch  Cut 

7) NEW BUSINESS MODELS

YOU CAN SOURCE A SOLUTION FROM THE COLABORATION OF PEOPLE: SOCIAL PRODUCTION, OR TURN A PUBLIC SERVICE

INTO PERSONAL PROPERTY

Social produc+on  Property 

8) TROJAN HORSE

YOUDJKFLDSJHF

Tradi+ons  New cool 

9) CHALLENGE CONSUMPTION

YOU DSFKLJ

Sharing   Treasure 

Cutoutandkeep

“The Green Marketing Matrix” Green

(pushstandards)Greener

(shareresponsibility)Greenest

(reinventbusiness)Company(trust)

Setanexample Developthemarket Newbusinessconcepts

Brand(belief)

Crediblepartners Tribalbrands Trojanhorses

Product(performance)

Marketabenefit ChangeUsage Challengeconsuming

Green(pushstandards)

Greener(shareresponsibility)

Greenest(reinventbusiness)

Company(trust)

Framingvs

PoinHng

Educatevs

Evangelise

SocialproducHonvs

Property

Brand(belief)

Eco‐labelsvs

CauseRelated

Exclusivevs

Inclusive

TradiHonvs

Newcool

Product(performance)

Lessvs

More

SwitchvsCut

Treasurevs

Share

Personal beliefs Itshouldstartwith“relocaHngdreams”

Itisnotabout“changingtheworld”,itisaboutcontribuHngtochange,eachwithourowntalentsandspecialism

Ifitdoesn’tsell,itisnotsustainable.Youshouldconnectwitharealconsumerbenefit,otherwise

itwon’twork

RaHonalargumentswon’tchangebehaviour,itisaboutsocialstatus

Thanks for your attention!

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