The Tech World Talks Sustainability

by | Jan 17, 2019

Shelton Insight

56% of Americans are searching for greener (more energy-efficient, natural, sustainable, etc.) products (Eco Pulse 2018).

Sustainability Win of the Week
Every year, thousands of people flock to Las Vegas for the Consumer Electronics Show, or CES. Held annually since 1967, CES is the preeminent forum for consumer electronics companies to debut their latest and greatest innovations. Over the years, the show has witnessed several world-altering inventions: the VCR in 1970, HDTV in 1998, tablets and netbooks in 2010 and 3D printers in 2014. The innovations and inventions presented at CES each year indicate what the future has in store – and we’re excited to see that sustainability was on the list at last week’s event.

For 2019, the show committed to “Making CES Green” via recycling thousands of square feet of banners and reusing millions of square feet of carpeting. And sustainability featured prominently in two main areas of the show floor: 5G and the Internet of Things (IoT) and Automotive. Subcategories included: Resilience, Smart Cities, Sustainability, Smart Homes and Vehicle Technology.

Sustainable products launched at CES in 2019 included North Face’s proprietary fabric, Futurelight, created through nanotechnology. North Face touts that it is “the most waterproof and breathable fabric ever created” and “the most eco-friendly, too” because it contains none of the harmful water repellent chemicals used in most other waterproof fabrics. There are probably several chemical company representatives reading this that would refute that claim … but the claim will play well with Americans as we continue to see health be the major driver for buying greener products – especially “in me” and “on me” products.

Audio brand House of Marley also debuted a line of environmentally friendly headphone and speaker hardware products featuring bamboo and recycled aluminum. And in the Smart Home and IoT category, Philips Hue introduced new smart outdoor lighting and sensors that give consumers more control over electricity usage. Finally, Continental, a maker and proponent of self-driving cars, shared an autonomous solution for “last-mile” logistics that combines driverless vehicles and delivery robots. The self-driving vehicles could even pull double duty as taxis to further reduce roadway congestion and carbon emissions.

That’s just a taste. The bottom line is that product manufacturers are aligning with the market’s desire for products to be greener with no tradeoffs. And some are going the next step and creating greener products that actually offer superior performance or better benefits than the conventional version. That’s a winning approach, and it’s a key piece of the puzzle to creating a sustainable world.

News of the Week
From blockchain to microgrids: technologies that will revolutionise energy – Forbes

Speaking of technological innovation, this article highlights advancements in the renewable energy sphere. Microgrids, energy storage and fuel cells are changing the way renewable energy is generated, distributed and stored. Here’s what you need to know about the future of renewable energy and how your company can harness it.

The Alliance launches today – Alliance to End Plastic Waste

The Alliance to End Plastic Waste has finally launched! We’ve been monitoring plastic waste for a while ­– and this is the biggest commitment to ending plastic waste we’ve ever seen. The alliance of 25+ global companies, including ExxonMobil, Chevron, Procter & Gamble, SUEZ, and Henkel, has committed over $1 billion toward a number of projects over the next five years. The Alliance to End Plastic Waste is a not-for-profit organization made up of companies in which plastics play a major part of the value chain; it officially launched yesterday.

When it comes to sustainability, how does YOUR company stack up?

We’ve interviewed sustainability leaders and gathered their advice for what it takes to successfully bake sustainability into a corporate structure. Learn the stages of corporate sustainability – from initial strategy to final implementation – and get the game plan to achieve a competitive advantage by mobilizing your team.

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About the Author

Suzanne Shelton

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.

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

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.