Defining sustainability via brand values

Client: Grainger

Grainger’s internal sustainability programs needed a makeover. The company wanted employees to be on board with its sustainability efforts, but many employees didn’t know Grainger had given them ways to participate. The ones who did know found the programs and dedicated intranet site uninspiring – they were missing the connection between sustainability and their daily work.

Our goal was to make sustainability personal to Grainger’s employees – to help them understand their company’s sustainability efforts so they would start making their own in the workplace.

As we talked with employees, we realized green-leaning messaging would create a big disconnect with the company’s conservative culture. We needed to tap into traditional values of doing things the right way before any messaging would resonate internally.

To that end, we led Grainger to redefine sustainability for themselves as “doing business the right way,” and so demonstrate to employees that by carrying out Grainger’s everyday core values – doing things once, doing them right – they’re actually helping Grainger run more efficiently and sustainably.

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.