Joel Makower, Chairman and Executive Editor of Greener World Media, which decribes itself as a "mainstream media company focused exclusively on sustainability and the competitive edge it brings to businesses."
According to his self-published LinkedIn profile, he is "Founder and Executive Editor, GreenBiz.com Chairman of GreenBiz Group, Co-founder of Clean Edge, Senior Strategist for GreenOrder, a frequent speaker on green business, clean technology, and green marketing, and author of more than a dozen books. His specialties are as a writer, speaker, strategist on sustainable business, green marketing, clean technologies."
"Joel Makower has been a well-respected voice on business, the environment, and the bottom line for more than 20 years. As a writer, speaker, and strategist on corporate environmental practices, clean technology, and green marketing, he has helped a wide range of companies align environmental responsibility with business success. He is co-founder and executive editor of Greener World Media, Inc., which produces GreenBiz.com and its sister sites, ClimateBiz.com and GreenerBuildings.com. Joel also is a co-founder and principal of Clean Edge Inc., a research and publishing firm focusing on building markets for clean energy technologies, and serves as a senior consultant to GreenOrder, a sustainability strategy firm that works with such companies as Dupont, General Electric, and General Motors. From 1991 to 2005, Joel was editor and publisher of The Green Business Letter, an award-winning monthly newsletter he founded on corporate environmental strategy." 
- Advisory Board, Energy Innovations
A biographical note states that "Joel is a well-respected voice on business, the environment, and the bottom line. As a writer and strategist on corporate sustainability practices and clean technology, he has helped a wide range of companies align environmental goals with business strategy. He is author of several books on business and sustainability; a frequent commentator in print, broadcast, and online media; and a regular lecturer to companies and business groups. He also is a co-founder and principal of Clean Edge Inc., a research and publishing firm focusing on clean technologies, and serves as a senior consultant to GreenOrder, a sustainability strategy firm. From 1991 to 2005, Joel was editor of The Green Business Letter, an award-winning monthly newsletter on corporate environmental strategy. Joel is a graduate in journalism from the University of California at Berkeley and is an advisor to more than a dozen start-ups and non-profit organizations. The Associated Press has called Joel "the guru of green business practices."" 
Strategies for the Green Economy
In 2008 Makower's book, titled Strategies for the Green Economy, was published. The book details the story of many (often failed) environmental marketing campaigns. Grist magazine gives the book a mostly favorable review, but points to the "question of Makower's myriad business interests. To his credit, he discloses obvious conflicts when they arise. Case in point: When writing about Clorox's Green Works cleaning product, he informs readers that he consulted with the company on the rollout. That's helpful, but I would have preferred that Makower disclose all business dealings he's had with companies mentioned in the book."
There is also some controversy over the deal that Clorox made with the Sierra Club to promote Green Works, which was recently highlighted as a marketing case study] by Advertising Age.[. In a recent interview, Makower says companies are "creating fairly sophisticated score-carding systems] for developing their products" to meet environmental standards. ... But in large part we're treading water. Whatever improvements we're making are being offset by the sheer growth of the economy. Yes, we're seeing things happening on a much different level than even three years ago, but it's still really tinkering at the margins."
Resources and articles
Related Sourcewatch articles
- Home, Greener World Media, accessed September 8, 2008.
- Advisory Board, Energy Innovations, accessed April 19, 2009.
- Team, Greener World Media, accessed September 8, 2008.
- Mark Pawlosky, "Corporate Green: A review of Joel Makower's Strategies for the Green Economy", Grist, November 14, 2008.
- Gail Kinsey Hill, "Is it green, or is it greenwash?", The Oregonian, November 14, 2008.