The Green and Ethical Wave is Becoming Mainstream

In 2002, when I was writing my award-winning sixth book, Principled Profit: Marketing That Puts People First, a lot of the ideas in it were way out in front of the pack. Not a lot of people were talking about corporate environmental sustainability, and pretty much no one was talking about success through business ethics.

I spent a lot of time this weekend editing the manuscript for my eighth book, Guerrilla Marketing Goes Green (which will be published about a year from now by Wiley, and co-authored with the legendary Jay Conrad Levinson). And I was struck once again by how much these issues have moved into the general discourse. It’s so easy to find sources now! Everyone’s talking about sustainability, and business ethics has a lot more street cred than it used to.

Of course, no one ever really knows what takes a radical idea and pushes it to become a trend–but I like to think that my work, and particularly the Business Ethics Pledge campaign I started in 2004, has at least something to do with the shift. The whole idea of that campaign is to move the ideas through a small number of influencers and create a “tipping point” within society. We certainly haven’t reached the tipping point yet, but I think we might be seeing some of the early rumbles.

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A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com