I was quite harsh on John Grant’s Green Marketing Manifesto when I reviewed it, but while I’m doing the zillionith edit to The Green Executive, I’ve been having a think about his main maxim:

“Green Marketing is about making green stuff seem normal, not about making normal stuff seem green”

The first part is really quite powerful and chimes with the need to aim green products at the mass market rather than the green niche to get any worthwhile impact from and environmental point of view. And the second part really skewers greenwash – that if you want to be green, you’ve really got to break from the norm, not put a green prism in front of what business does as a matter of course.

I like it. I like it a lot.