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Marketing Energy Efficiency and

Sustainability to Your Customers

Lee Ann Head, Shelton Group

A quick overview of the Shelton Group

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

Green is Mainstream


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%.


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.”


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.


Quick example of how mainstream

brands are leveraging this insight.


H&M – Close the Loop, released September 2015

Reach of 22 million via social media


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.


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

What about Business

Decision Makers?


86% of the largest US companies now

publish sustainability reports.


The right story is one that resonates with

the human beings you’re selling to

Engage your employees in the story


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…


Questions?


Thank You!

Lee Ann Head, VP Research & Insights

[email protected]

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