How Social-Environmental Change Can be Profitable: Business Book for Review-Excerpt

Guerrilla Marketing to Heal the World

Cover of Shel’s 10th book, Guerrilla Marketing to Heal the World

Title: Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want
Authors: Jay Conrad Levinson (1933-2013) and Shel Horowitz
Contributing Writers: Cynthia Kersey, Frances Moore Lappé, Yanik Silver, Ken McArthur
Publisher: Morgan James Books
Publication date: April 19, 2016
ISBNs: 978-1-63047-658-8 (paperback) 978-1-63047-659-5 (eBook)
Library of Congress Control Number: 2015907450

Why this book is worthy of coverage:

  • Shows businesses how to turn their concerns about hunger, poverty, war, and catastrophic climate change into profitable products and services that make a difference in people’s lives
  • Provides useful, actionable strategies across many industries and markets—see sample sectors below
  • Proves that we have easy, affordable ways to make a difference on these issues
  • Demonstrates workable marketing strategies to capitalize on these commitments—with different tactics to reach Deep Green, Lazy Green, and Nongreen audiences
  • Full of case studies and examples from Fortune 100 global companies to solopreneurs—shows how companies have successfully taken action
  • Written by two authors with numerous awards and best-sellers to their credit (this is lead author Horowitz’s 10th book; Levinson has done more than 60)
  • One of the final books to be co-authored by the late Jay Conrad Levinson, legendary creator of the best-selling Guerrilla Marketing series (and before that, co-creator of such iconic marketing campaigns as United’s Friendly Skies, the Energizer Bunny, and even the Marlboro Man)
  • Includes essays by four outstanding guest authors: Cynthia Kersey (Unstoppable, Unstoppable Women), Frances Moore Lappé (Diet for a Small Planet and many other books on food and democracy), Yanik Silver (Evolved Enterprise), and Ken McArthur (The Impact Factor)
  • Endorsed by 22 leading marketers and green business people, including Chicken Soup co-creator Jack Canfield, visionary thought leader Seth Godin, green marketing pioneer Jacquelyn Ottman, and co-founder Joel Makower


How we’ve made it easy to cover this book:


Why this book is of interest to people in:

Building Trades/Real Estate/Facilities Management/Meeting Planning

  • Green buildings—and events that take place in them—are easier to market
  • Smart design and construction choices create enormous savings over the life of the building, both for new construction and renovation (example: the Empire State Building’s deep energy retrofit creates a 33 percent ROI; many projects do even better)—while innovations such as biomimicry rethink the whole idea of what a building can be
  • Even while the construction industry was contracting by 17 percent during the recent recession, the green building sector grew an astonishing 1700 percent

Food and Agriculture

  • Be aware of the changing nature of the market, from new certifications to consumer awareness
  • Seek profit opportunities in ancillary products such as clean energy
  • Prioritize competing initiatives

Financial Services

  • Investing directly in sustainability creates rates of return far in excess of any other investment
  • Socially conscious and environmentally forward-thinking companies typically outperform the market as a whole
  • Bottom-of-the-pyramid initiatives bring people out of poverty and enable the to become consumers—investing in these sectors can create a whole new market 

Retail (brick & mortar or online)

  • Consumers increasingly demand green alternatives
  • They’re getting smarter at sifting real sustainability from greenwashing, and more of them know the meanings of different labels
  • In a social media world, they reward the good companies and trash the offenders—with direct impact on revenues


  • Supply chain issues increasingly figure into buying decisions
  • Consumers and the media are looking much more holistically at issues of social and environmental responsibility—and social transformation
  • Enormous cost savings and revenue enhancements are often there for the taking (“low-hanging fruit”) 


  • Be ready for the impact of the Paris climate accord, and be prepared for the impact compliance will have on transportation
  • Understand that transporting people and goods is going to be much less focused on gas-powered vehicles—alternative modes, alternative technologies (even some very exciting new bicycle designs) and alternatives to transportation will change our world
  • Get into the conversation about the future of transportation—don’t be like the record companies who got smacked in the face by new technology


  • Gain practical, dollar-based arguments for leading green and social change initiatives
  • Organize successful public-private partnerships
  • Show constituents the effective ways to influence decisions

The Green/Eco Sector

  • Learn why one-size-fits-all marketing doesn’t work—and what to do instead
  • See dozens of examples of creative new approaches that launch new markets as they do more with less
  • Consider your options to expand beyond just going green, to making a profit solving the biggest challenges of our time