Ethical marketing expert Shel Horowitz shows how green actions cut costs, grow sales, and win loyal customers—proving that caring for the planet can be the smartest profit strategy.
Most businesses think helping the planet costs money, and Shel shows how ethical marketing can grow profit while doing real good.
Shel Horowitz talks about a bold idea: treat the Earth like your best client. He says businesses do better when they care about people and the planet. In this episode, Shel shares stories that prove green choices are not a burden—they are business fuel. He explains how buildings saved millions by using less energy, how waste can become new products, and how honest messaging builds trust. Shel reminds us that “impossible” is just an opinion and that small steps can create big change. When a company mixes purpose with profit, everyone wins—customers, workers, and the world.
Shel teaches that marketing should talk about benefits, not labels. Customers care about warmer blankets, cleaner air, and lower bills more than the word “green.” He shows how saving water, energy, and materials puts money back on the table. Ethical brands also keep staff longer and turn them into proud ambassadors. Shel calls this the win-win-win model: good for business, good for buyers, good for the Earth.
The conversation is full of practical examples. Big retrofits paid back in months. Creative companies turned brewery waste into mushrooms and fish food. Simple habits like using less water while brushing teeth show how thinking differently changes results. Shel believes every business can design products and services that heal the world while earning strong profits.
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Shel provides free gifts including a PDF of his book “Guerrilla Marketing to Heal the World” plus slides and tools to help companies begin their ethical marketing journey.
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Want practical ideas that grow profit and protect the planet?
Watch the full YouTube episode, connect with Shel Horowitz, and join us live at East Trade Winds Tuesdays 8–9 AM EST to meet more guests like this.
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East Trade Winds Weekly meeting
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Come ask questions, share your story, and build a business that does well by doing good.