GUILT TRIP From Fear to Guilt on the GREEN BANDWAGGON

GUILT TRIP From Fear to Guilt on the GREEN BANDWAGGON by Alex Hesz and Bambos Neophytou-Reviewed by serial entrepreneur Valerie Dwyer founder of My Wonderful Life Coach(tm) and other enterprises - read my full review here http://www.mywonderfullifecoach.co.uk/bookreviews.aspx

I admit to being a little sceptical before I got to grips with Guilt Trip. The whole arena of environmental sustainability, green issues, climate change is enjoying something of an unfortunate paradox right now from whichever side of the fence you sit on. However, after devoting the time to study as well as read this packed and thought provoking 266 pages, I wanted to give everyone a copy. A review is so limited because whether you are in business, a student or consumer – you need to know all that’s in here.

The authors have first class strategic and marketing credentials, know what they are talking about and do with some humour. What they are calling for, and we all need, is nothing less than a transformation of both action and communication from those organisations that are not yet fully, responsibly ‘green’. What they perhaps don’t emphasise enough is the increasing financial benefit in making this change.

Much you may have already suspected but oh! how much room for improvement there is, not only in marketing and pr of goods and services to businesses and consumers but how far many of us have moved from being prepared to take whitewashing or green washing from companies that aren’t as environmentally friendly and socially responsible as they would like us to believe. For the rest, we’re told why we, as consumers, (whether individuals or businesses) invite it upon ourselves to be misled – the messages suit the stereotypes and categories in our heads, so we lazily accept them – self excluded! Tokenism of the very worst kind is ‘outed’, ‘Trojan Horses’ revealed, once and for all.

We’re told why the simplest, biggest messages of all are the ones that play to ‘communal fears’, ...go to http://www.mywonderfullifecoach.co.uk/bookreviews.aspx for the rest....