Green is the new gold

This book is not an academic publication. It doesn't have such ambitions in the slightest, nor could it. It is an attempt to highlight ecological issues within the context of marketing and advertising, set against the backdrop of our behaviour, which we euphemistically call environmental protection. It's about how greenwashing isn't the marketing embodiment of evil, but just plain old false advertising. And also about the distortion of our perception of reality. And one warning: this book contains irony and cynicism. And no statistics. Or pictures.

In this unconventional introduction, Martin Hobrland, the author of 7 pádů odpadu, will acquaint you with the principles upon which the world of marketing has always stood. He will guide you through the history of environmental damage—from the rise of our species to the brink of its possible extinction. And likewise, through the history of human efforts to protect that same environment. From the first feudal decrees through the creation of legislative norms to current protocols and memoranda. He will briefly take you through the history of the most significant ecological disasters. Together, you will visit the greenwashing 'hall of fame'. Using examples, he will prove that today's marketers are really just recycling what their more capable colleagues came up with in the 19th century. And with a sense of perspective, he will introduce you to terms like green marketing, greenwashing, sustainability, circularity, and many others.

The author moves towards the idea that 'if humanity has succeeded in anything regarding environmental protection, climate change, waste reduction, circularity, carbon footprints [...] and other environmental topics, it has been their monetisation and the admirable ability to use them in a way that serves completely contradictory interests'. From a business perspective, the colour green is gradually becoming the new gold.