Shel Horowitz has been in both the marketing world and the green world since the 1970s. His first book, in 1980, was on nuclear power. His bestselling eighth book, Guerrilla Marketing Goes Green, shows that green is not only good for the planet; it can also be highly profitable. A consultant, copywriter, and international speaker, six of his books have won awards and/or been translated and republished in other countries. After organizing an “impossible” movement that saved a mountain, Horowitz, founder of Business For a Better World, started looking at harnessing business to solve the world’s biggest problems: hunger and poverty, war, and catastrophic climate change. How did you first get involved in the green industry? I was a convert of the first Earth Day, 1970 — at age 13. I started learning about environmental issues at that point. What interests you most about being green? The twin ideas that 1) we’d better do something to save our planet if we want to still have one, and 2) we have the technology, the resources, and the brain power to get it done. What is your biggest “green” pet peeve? Some of the most eco-hostile industries and companies masquerading as green — such as Monsanto and the entire nuclear power industry. What green trend is most exciting to you or your industry? When I began this work, I was part of a tiny splinter group. Now, green is utterly mainstream, and growing rapidly every year. As a green marketer, I see that as a triumph of my industry.

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