Our take on the ever-shifting landscape of energy and the environment – and the strategies you need to market your commitment to sustainability.
I’ve written posts about the financial and brand-building power of Purpose before. (If you want to learn more, check out Simon Sinek. He’s the Purpose guru and famous for his mantra: “People don’t buy what you do; they buy why you do it.”) I’ve quoted some powerful stats from books like Firms of Endearment, which compares purpose-driven companies like Southwest Airlines, Whole Foods and J&J, to Jim Collins’ “Good to Great” companies (like Kimberly-Clark and Kroger).read more
At Shelton Group, we work with brands at the forefront of energy efficiency and environmental sustainability – which means we primarily work with brands in low-interest product categories, presenting a unique marketing challenge. After all, if consumers aren’t inherently interested in or searching for a particular type of product (because they don’t realize they have an efficiency or environmental problem to solve), how are you supposed to market to them?read more
This year’s 2015 Energy Pulse study confirms several suspicions and busts a theory or two.
We learned that 27% of Americans could be categorized as Home Energy Efficiency Enthusiasts, and 13% of Americans are Home Technology Enthusiasts. We also learned that while home security has (historically) been the primary driver for smart home technology adoption, energy efficiency is now driving purchases. So there’s an interesting crossover between our two groups.read more