Developing a good environmental reputation is a good offensive and defensive strategy

Developing a good environmental reputation is a good offensive and defensive strategy

Nearly half of Americans say environmental reputation matters at shelf, and almost three-quarters will punish environmental infractions.

As the economy improves, consumers’ interest in green products and in the environment is increasing.

Our Eco Pulse™ 2013 survey shows us that a good environmental reputation can serve as both a good offensive and defensive strategy.

On the offensive side, it is revealing that almost half of respondents (48 percent) said that a company’s environmental reputation is important to their purchase decisions.

On defense, it’s revealing that three-quarters of Americans say they would stop and/or encourage friends to stop buying products made by a manufacturer who was cited or fined for polluting the air or waterways.

Companies should prioritize their manufacturing practices and product content –

  • manufacture in the U.S.A. if possible,
  • recycle and do no harm, and
  • call out safer/more natural content on packaging.

Conventional manufacturers have a chance to win over greener buyers by committing to environmental initiatives.

And green manufacturers can potentially pack a powerful one-two punch by communicating about both their green product reputation and their strong environmental track record.

Skills

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Posted on

July 18, 2013

About the Author

Becky Lohr

Becky Lohr

Becky is Associate Research Director, responsible for overseeing the data collection and statistical analysis of all custom primary research for clients and proprietary in-house research projects. She’s a great shot with a bow.

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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 & 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®.

Laila Waggoner

VP Client Engagement

Laila leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results – and clients’ satisfaction. She brings 25+ years of marketing leadership experience to her client relationships, with particular expertise in the homebuilding and remodeling industries as well as member-driven organizations, such as the Vinyl Siding Institute and Plastics Pipe Institute. Before joining Shelton Group, she led strategic marketing teams for Owens Corning’s insulation business.

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.