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 Irwin at kirwin@sheltongrp.com.

  • Get Your FREE Copy

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 & Insights

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®.

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.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Aaron Crecy

Digital Marketing Director

Aaron is responsible for planning, executing and measuring digital marketing strategies for Shelton Group and our clients, with an emphasis on inbound, content, SEO, social media, email and paid initiatives. He constantly researches and explores new tactics and strategies to improve digital campaign performance and results.

Aaron brings to the table more than 20 years of marketing leadership experience with premium consumer-facing brands. He came to Shelton Group by way of Malibu Boats, where, as Director of Global Marketing, he oversaw strategic marketing planning and execution for multiple product lines, with specific emphasis on social media and digital. Prior to that, he served as CMO for a leading daily fantasy sports operator, guiding it from startup to the industry’s third-ranked site.