Shelton Insights

Our take on the ever-shifting landscape of energy and the environment – and the strategies you need to market your commitment to sustainability.

Sustainability Made Easy

Last week I wrote a blog post entitled, “Why do we keep making sustainability so hard?” and ranted a bit about the challenges of trying to actually own and charge an electric vehicle. In the interest of balance, I wanted to tip my hat to those companies out there...

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Why do we keep making sustainability so hard?

Years ago, I used to rant in this blog about how Americans said they wanted to buy greener cleaning products, but they either weren’t going to walk from the regular cleaning products aisle all the way back over to the Green Ghetto, or they didn’t even know it existed....

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Go Bold

Last week was a big week. Shelton Group celebrated its 25th year in business, we pulled together a small group of clients for two days of deep discussion around sustainability-related marketing at our annual Inner Circle Symposium, and then, of course, there was the...

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Dear Chipotle, It’s Me Again

Dear Chipotle, I just heard the bad news. For the fourth straight quarter, sales have fallen. Things are looking pretty bleak. But maybe the reason I, and thousands of others, haven’t frequented your establishments lately is because you haven’t been telling us what we want to hear.

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Conservatives are sliding under the climate change tent. How do we keep them there?

Over the years, I have had some “lively” dinner conversations about politics and public policy with my family. Last year’s Saturday Night Live Thanksgiving Miracle skit particularly resonates. In recent years, as I have gotten older (and hopefully, wiser) I’ve put more effort into keeping the peace, particularly with my husband’s older brother, a staunch conservative who owns a cigar store. While I’ve never tried using Adele to distract, I generally try to steer the conversation away from hot-button issues.

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Branding and the Energy Industry: A Cautionary Tale

A few weeks ago, I wrote a post about examples of successfully branded commodities and how that might translate into the energy industry, especially with the growing market desire for renewable generation. Since then, I've come across an example of a retail energy...

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Sustainability and American Identity, Part 1

This year’s Eco Pulse study came back with a really surprising statistic: 45% of Americans say buying/using eco-friendly products is an important part of their personal image. What’s amazing about this statistic is that Shelton Group has been asking the same question...

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Do You Believe in God? How About Climate Change?

We just downloaded our 2016 Eco Pulse findings with our Shelton Inner Circle members this week, and in order to contextualize the stats on belief in climate change, the Shelton research team decided to compare that level of belief with something perhaps a little more...

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Branding the “Unbrandable”

Our marketplace is full of products that are pretty darn similar, yet they have differentiated themselves by virtue of a strong brand (think Pepsi vs. Coke, Sprite vs. 7up or the hundreds of micro beers sold under their own distinctive labels). Of course, simply...

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The Segmentation Challenge

Perhaps the most critical challenge in marketing is to identify your most likely buyers or participants and understand how to reach them, and what messaging will resonate with them. There are a wide variety of segmentation approaches to tackle this challenge.

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Teaching Kids So They Can Teach Us

As crazy as it may seem to readers living in some parts of the country, kids start going back to school in a couple of weeks in much of the South. If you’re a parent, the words “back to school” have likely triggered the “cha-ching” of your mental cash register as it...

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