UL Environment: Claiming Green and The Sustainable Edge

The Challenge

UL is widely recognized for its efforts in product safety, but that’s only one part of the many services it now provides. The UL Environment division, which specializes in sustainability certification and consultation, wasn’t getting the attention it deserved. Shelton Group stepped in to help UL Environment increase awareness of its scope of sustainability services.

The Insight

Working together with UL Environment, we pinpointed two objectives: give the more skeptical or apathetic potential customers tangible proof that they ought to prioritize corporate sustainability, and then position UL Environment as the problem-solving thought leader any product manufacturer needs to turn to. We would hit both objectives by using valuable research and reports to highlight the company’s expertise as well as its services.

The Solution

We created a pair of illustrated, easy-to-digest research reports that joined exhaustive primary and secondary research with compelling storytelling. Together, they showed the value UL Environment brings to potential customers’ companies and products via sustainability certification and advisory services.

First, we synthesized a rich collection of secondary data to produce The Sustainable Edge, a white paper that served as potential customers’ first foray into UL Environment’s services.

We followed that up by conducting an exhaustive study measuring perceptions of green claims, including a quantitative poll of 1,000 consumers and a qualitative survey of business purchasers. From our analysis of that data – including more than 40,000 head-to-head product label comparisons – we wrote and designed the in-depth report Claiming Green, which focused on the bottom-line benefits of certified green claims.

Finally, we designed landing pages for each report to capture leads and encourage visitors to get to know the experts behind the content.

National Media

Claiming Green garnered national media coverage from the likes of Forbes, Environmental Leader and GreenBiz.com.

New Sales

UL Environment’s sales team is using The Sustainable Edge to open doors to new customers.

Claiming Green Report


Claiming Green Landing Page


The Sustainable Edge Report


The Sustainable Edge Landing Page


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