Are you turning consumers off with green jargon?

Eco Pulse™ 2015 Special Report: The Buzz on Buzzwords

The words you use really do matter.

 

For our Eco Pulse™ 2015 special report The Buzz on Buzzwords, we tested 11 popular green buzzwords to find out what consumers really know, what they think they know and how these words make them feel. Our findings have real implications for your marketing communications efforts – find out how to connect the language you’re using with what consumers really want.

 

What We Learned:

 

  • Whether “green,” “eco-friendly” and “sustainable” have become mainstream terms – or still carry political baggage from the early environmental movement
  • Which consumers still don’t like the idea of “green” – and whether you should care
  • Which words give your product a “green halo” – and why that isn’t necessarily a good thing
  • Which words fall flat with consumers – and how you can bridge the gap between what turns them off and what turns them on

 

About Eco Pulse

 

Eco Pulse tracks consumers’ changing expectations for the products they purchase and the companies that make them, offering market insights into how you can build brand value by leveraging your commitment to sustainability and CSR.

Interested in buying the full study with crosstabs? Click here.

For press inquiries, please contact Kristin Spoerre at kspoerre@sheltongrp.com.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insight

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Penny Kemp

VP Account Management & Strategy

Penny leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results. She works closely with Suzanne, President & CEO, to develop strategic marketing plans and with Matt, VP Creative, to foster creative campaign ideas. Before joining Shelton Group, Penny had developed expertise in brand management and marketing while working with award-winning agencies and shepherding programs for the likes of Ritz-Carlton Hotels, Russell Athletic and James Hardie Building Products.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.