Water conservation is the next big thing. Have consumers gotten the memo?

by Sep 28, 2016

Here at Shelton Group, we talk a lot about consumers and energy – how they use it, how they perceive the companies that bring it to them, and what it will take to convince them to be more efficient.

But we’ve also been having lots of conversations lately about a related topic: water. All year long, we’ve seen a lot of coverage in the media about water conservation and the water crisis, from Colgate’s much-heralded Super Bowl conservation ad to the ongoing drought in California to the drinking-water disaster in Flint. (We aren’t strangers to water conservation initiatives ourselves: a while back, we co-sponsored a successful PSA campaign called Wasting Water Is Weird.) We’ve always felt that if you care about the environment – and about doing better, leaner business – water use should be on your mind.

But the time seems ripe for an even bigger conversation, with more stakeholders getting connected on this critical issue. So we saw a golden opportunity for this year’s Eco Pulse™ study: we asked more than 2,000 American and Canadian consumers to weigh in on the topic of water, from the possibility of crisis to the probability of personal conservation. That’s why we’re excited to bring you this year’s Eco Pulse free special report:

All Wet?

How consumers perceive the coming water crisis, how much they value water conservation – in general and from the brands they buy – and what it will take to change their behaviors

We cover a lot of fascinating new territory in this report. It’s about consumer perceptions of the water crisis and water conservation – which is a big deal if you’re a water utility, a government agency, a builder or the manufacturer of a water-efficient product. But it’s also about consumer perceptions of the environmental initiatives adopted by brands and how water conservation plays in that space. If you’re smart about water use and show it, will consumers care? We’ve measured consumers’ knowledge, perceptions and beliefs on all things water-related, found out where they aligned and where they didn’t, and tied them to years of past Eco Pulse research to pick up on true trends and discern the important marketing takeaways. Download our report and you’ll find out …

  • How aware consumers are of global and national water issues
  • How much value consumers place on corporate water-saving initiatives
  • What consumers are doing at home to save water
  • Which water-saving products appeal most to them
  • What would move them to take more action

There’s a mountain of great info in here, along with our recommendations about how to best leverage the insights we’ve gained into momentum for your initiative, product or brand. If you want to continue this conversation, especially as it applies to your own marketing strategy, we’re all ears – get in touch.

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About the Author

Suzanne Shelton

Where Suzanne sees opportunity, you can bet results will follow. Drawing on her extensive knowledge of both the advertising world and the energy and environment arena, Suzanne provides unparalleled strategic insights to our clients and to audiences around North America. Suzanne is a guest columnist in multiple publications and websites, such as GreenBiz, and she speaks at around 20 conferences a year, including Sustainable Brands, Fortune Brainstorm E and Green Build.

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