John Grant
DCL
We were delighted to catch up with green guru John Grant this week just as his new book Co-opportunity is published. Having won awards in 2008 for his previous publication, The Green Marketing Manifesto, now, in 2010 he is asking us to "join up for a sustainable, resilient, prosperous world".
As co-founder of the progressive co-operative ad agency St Luke's in the 1990s, John Grant is in his words, "a veteran of parallel co-operative systems". The rest of us are beginning to follow his lead, embracing the idea that working as a team is more productive than striking out on your own, whether it's to combat climate change or join in at your local community garden. Let's find out how John became a change maker.
Planet Green: How did you get into this line of work?
John Grant: Osmosis. I was an averagely idealistic, hippy-like teen (vegetarian, volunteering etc.) We were into social innovation and sustainability at St Luke's in the mid 1990s. But it's generally been one thing after another. And things have rather tended to snowball, as far as working on this subject goes, especially in the last 3 or 4 years.
PG: When did the green bug strike?
JG: I was convinced at the age of 8 or 9 I would be a forestry commissioner - or if I'd known such a job existed a zoologist (many hours watching ants & grasshoppers & etc.) Maybe there is still time?
PG: Who is your green hero?
JG: Prince Charles at the moment. I absolutely loved his "Harmonia" (Dimbleby lecture) speech, the Rainforest project & Start his new "lets inspire the people" scheme sounds promising too. And it's extraordinary for him to be an inspiring leader and challenger of the culture (a kind of Ghandi like character) when born into the palace.
PG: What is your ultimate green goal?
JG: I actually think green should be a bi-product of us living co-operatively together; with the maximum well being and genuine cultural progress gained from the least resources. It could be a new 'elegance' - low effort, conscious life design. In insect terms we need to transition from locust swarm to bee colony?
PG: What is your motivation?
JG: Selfishly I love exploring new frontiers and disruptive, creative change.
In more generative mode I would like to have had a "life's work" that added something.
PG: What is most important to you, ecologically speaking?
JG: I keep changing my mind on this. We are running out of world and running out of time, on so many fronts. But I think it may be saving the rainforests.
PG: What is the most challenging part of your job?
JG: Writing books is so horribly protracted, introverted, distracting and shut off from life - and with such an uncertain result in terms of if it's really worth the slog. Every time I finish one I think 'never again' (and the new one is my 5th). But of course I have started research and thinking on a new book already.
PG: What is the most rewarding?
JG: When stuff comes out right - that sense of creative/collective pride and contentment.
Of the people you have worked with, who impresses you most? Just about everyone I've worked with in this field impresses me. But just to pick one example: I once ran a workshop with Bettina Fellov who trains immigrant women in Copenhagen to visit homes in poor areas and teach environmental improvements. That's worthy... but actually it's her genius for teaching and explaining things in such vivid graphic terms - like spooning food straight into the bin to show people what they are really doing if they leave the tap running.
PG: What green thing do you do everyday?
JG: I walk a lot. It isn't just green, it's actually about being alive to the world!
PG: What do you wish you could do?
JG: Make everything we eat local, artisanal & organic, or better grow our own. I'm still not nearly as green as I should be, but have made some strides in the 'climate change' years in very seriously cutting down on flying and other carbon crimes.
PG: What is your biggest eco-sin?
JG: In footprint terms probably that I still fly at all. But in weakness terms it has to be buying books. I've been buying more second hand recently, but even so I just cant resist having, reading and hoarding books. At least they make for some extra thermal insulation perhaps?
PG: If you could change one thing in the world, what would it be?
JG: Less competition, more co-operation - everyone working for the common good.
(For instance, if 'money' disappeared tomorrow, might this be the result?)
PG: What is your best green advice?
JG: Learn. Like a sponge. I'm with Socrates in thinking that most bad actions are born out of ignorance or a limited viewpoint rather than people being 'bad' per se. And I'm convinced that a step change in consciousness could still 'save' us.
Change Makers is series of interviews with people famous and obscure who are creating a more sustainable world through their work. Meet more Change Makers here.
