Conversations with Green Gurus: The Collective Wisdom of Environmental Movers and Shakers

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John Grant

John Grant is author of the award-winning book, The Green Marketing Manifesto, which has been described as a road map for companies needing help finding their way through the subtleties and complexities of the green marketplace. He has had a long association with sustainability projects, think tanks, consultancies, committees and reports stretching back to the mid-1990s.

What makes his advice to companies particularly pertinent is that he comes to this with a background in brand, innovation, web 2.0 and new marketing. Where the two strands meet in John’s work is the thorny question being raised in governments, businesses, social ventures and NGOs: how to change people’s behaviour and values?

He is a former co-founder of socially-aware communications agency St Luke’s, which was formed in 1995. Working with clients such as the Body Shop as well as mainstream brands, St Luke’s pioneered the view of a company’s ‘Total Role in Society’ and operated as an employee-shareholder. It was described by the New York Times as a ‘culture that seeks to stir the creative juices by making every employee an owner, with no corporate ladder to climb or glass ceiling to break through.’

Since leaving in 1999, he has worked as an independent consultant. John has advised diverse groups on sustainability and related marketing, communication and innovation issues (including the BBC, IKEA, Unilever, ...