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Marketing Energy Efficiency and
Sustainability to Your Customers
Lee Ann Head, Shelton Group
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A quick overview of the Shelton Group
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
Sustainability and Corporate Social Responsibility
(CSR) are becoming important components
of brand affinity for consumers & basic
expectations for B2B decision makers
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Green is Mainstream
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
Sales of consumer goods from
brands with a demonstrated
commitment to sustainability have
grown more than 4% globally in
the past year, while those without
grew less than 1%.
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
Nearly all global consumers expect companies
to act responsibly; half need to hear or see proof of a company’s responsibility before
they will believe it.
“Global consumers have a more positive image (93%), are more likely to trust (90%) and are
more loyal to (88%) companies that support
social and environmental issues.”
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Sweet Savings | 2016 Business Symposium
When asked to list the reasons they love
(or hate) brands, environmental and CSR
reasons were almost as prevalent as core
functionality or performance features.
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
Quick example of how mainstream
brands are leveraging this insight.
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Sweet Savings | 2016 Business Symposium
H&M – Close the Loop, released September 2015
Reach of 22 million via social media
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Sweet Savings | 2016 Business Symposium
Whirlpool: Every day care campaign
» Introduced at 2016 CES, connects philanthropy with appliances.
» The new Connect to care™ program enables Smart Top Washer and
Dryer users to automate donations to Habitat for Humanity (a
longstanding Whirlpool partner) with every load of laundry via the
Whirlpool® Mobile app.
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Sweet Savings | 2016 Business Symposium
Takeaways…
» Focus on your performance, with respect to the environment –
including your manufacturing impact
» Highlight energy efficiency features
» Choose safer chemicals and highlight positive health benefits
» Highlight your social responsibility efforts (with employees and issues
related to your sector)
» Don’t wait to be asked for your story – tell it in an emotionally
resonant way
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What about Business
Decision Makers?
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
86% of the largest US companies now
publish sustainability reports.
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
The right story is one that resonates with
the human beings you’re selling to
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Engage your employees in the story
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
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Sweet Savings | 2016 Business Symposium
It’s not enough to have a sustainability story…you need to package it
and tell it better than your competitors
» Most of your customers/prospects will factor sustainability into their
decision at some level…some will use it as a tie breaker and ask for
details in a scorecard
» Bring it up even if you’re not asked – particularly at large companies
with several buildings and thousands of employees
» Tailor your message per audience/job title and their care-abouts
» Lead with efficiency/less waste and talk about the positive human
impact (health, chemical avoidance, CSR)
» Consider the context
» Align with appropriate causes/NGO’s
» Engage employees
Takeaways…
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Sweet Savings | 2016 Business Symposium
Questions?
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Sweet Savings | 2016 Business Symposium
Thank You!
Lee Ann Head, VP Research & Insights
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