Energy PulseTM 2016

Your guide to overcoming barriers and increasing engagement in home energy consumption

Buy the Energy Pulse 2016 Report

$3,000

Energy Pulse™ from Shelton Group is an annual study of consumers tracking all things related to energy efficiency – so you can engage them where they are and move them to act.

It details self-reported activities and propensities for a wide variety of energy-efficient home improvements, exposes information gaps and barriers to adoption of conservation practices and energy-efficient purchases, and provides a clear picture of American households segmented by energy conservation perceptions, motivations and behaviors.

Eleven years of tracking home improvement behaviors shows that tired “save money” messaging just isn’t moving the needle on energy-efficient purchasing. Energy Pulse™ identifies new messaging directions to tap into deeper, more emotional drivers that are more likely to spur action.

The report also delves into American and Canadian awareness and attitudes about key energy- and climate-related issues and exposes surprisingly consistent support for renewable energy and pro-environmental policies.

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In This Report:

 

  • How to utilize comfort triggers to shake up complacency and spark action.
  • How you can better connect the dots between increasing concerns about climate change and energy-efficient home improvements.
  • How to create environmental messaging that doesn’t alienate conservatives.

Methodology

 

The Energy Pulse online survey was fielded in September 2016, surveying a total of 2,281 respondents (2,025 U.S. respondents and 256 Canadian respondents). Stratified sampling mirrors the U.S. and Canadian populations, using quotas for geography, age, gender, education and race; data were weighted slightly to match U.S. and Canadian population distributions. Margin of error is +/- 2.2%.

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We share the wealth of insights based on our proprietary research.

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.

Scot Case

Senior Consultant

A sustainability strategy consultant since 1993, Scot has served as non-profit leader, as a partner in an environmental marketing firm that he grew and sold, and as an executive in a multi-billion-dollar, international company. He has published dozens of articles and case studies, was co-author of the original “Sins of Greenwashing” study, testified before Congress, and been quoted on NPR, Good Morning America, CNN, The New York Times, Business Week, and the Wall Street Journal. Scot was also highlighted in an Emmy award-winning documentary on sustainable purchasing.

Casey Ward

VP Account Services

Casey manages our relationships, growth and development with a specific group of clients that includes Environmental Defense Fund, Cotton LEADS and CertainTeed Insulation. She provides leadership and support for the account team members who manage the day-to-day processes for these clients. She contributes to strategic direction for each client and guides our creative efforts to ensure everything we do builds toward meeting – or exceeding – the client’s goals. Her ability to simultaneously see the big picture and pay close attention to the details helps her champion her clients’ needs and identify new growth opportunities for them.