London | The Green Marketing Manifesto / Greenormal
Green marketing crusader John Grant is helping big business find its social conscience. It’s a crowded creative world out there. Identities blend and meld into one another. Passionate about something? Then go create. Angry about something? Then go campaign. The tools are at your fingertips. But at the heart of this techdriven renaissance is creativity. Without that difficult-todefine spark of an innovative vision, all that’s left is simply hardware dancing to randomised music of zeros and ones. John Grant is a perfect example of the sort of cultural engineer who roams wide and free, using the new technology as a multi-purpose tool in a rattle bag of methods to make things happen. He writes books on marketing. He blogs on ‘greenwash’. He proselytises professionally on creative co-operation. An evangelist of
green marketing, he advises corporate entities on doing things differently. But these tags of convenience fail to capture the true reach of the man’s interests. “When I was about seven I wanted to be a forestry commissioner, or something to do with insects,” he tells me. “I also devoured books and would have been very happy if someone told me that writing books would be an option.” Whilst pursuing the more prosaic aspects of teenage life, his intellectual interests moved on to things like Eastern mysticism, psychology, art and philosophy. The constant thread through his early life was an addiction to finding stuff out. And, crucially, acting upon that newfound knowledge.
The Dream Factory