Why your energy efficiency program has stalled and how to fix it

Energy Pulse™ 2016 Special Report: Playing the Planet Card

Home energy efficiency is at a standstill.

 

Our latest survey of 2,000+ Americans shows some of the lowest numbers we’ve ever seen for energy conservation activities and energy-efficient improvements at home. One thing is clear: that savings messaging isn’t working. We need a strong emotional driver to motivate Americans to act – and it may be time for a totally new approach.

In This Report You’ll Learn:

 

  • Why savings messaging has led us down the wrong path and how to fix it
  • What Americans really believe about environmental hot-button issues
  • How people react to climate change messaging (based on neuroscience)
  • What tone and content to create for environmental messaging
  • How you can make a case for the environment no matter where your target audience lives – regardless of their political leaning

It is time to talk about the environment

 

We used to tell our clients that talking about climate change was off the table – too polarizing.

However, our latest Pulse research is showing us some surprising trends: beneath Americans’ obvious political divisions, belief in human-caused climate change, and in the power of personal conservation to make a difference, has become fully mainstream. We’re officially putting the environment back on the table – don’t miss our recommendations (and caveats).

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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.