it’s time to tell your environmental impact story! presentations/shelton-group-elemcon...steps to...
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It’s time to tell your environmental impact story!You’ve made the commitments, you’ve taken action, now leverage it
Elemcon • May 15, 2019
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Need help effectively marketing your organization? Contact Shelton Group, the nation’s leading marketing
communications agency exclusively focused in the energy and environmental arena:
http://www.sheltongrp.com/; [email protected].
Thank you!
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3 Gain a sustainable advantage
We create a market advantage for organizations that create a sustainable, energy-responsible future
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The company we keep
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We start here…
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...and we end with marketing strategies and plans that build brands, shift perceptions and drive sales…
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..and communications that build brands, shift perceptions and drive sales.
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America is in the middle of a social/cultural shift regarding the environment
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Would you like to be seen as someone who buys eco-friendly products?
2017
40%
2016
46%
37%
2015
38%
2014
33%
2013
37% 41%
2018
Source: Eco Pulse 2018 Gain a sustainable advantagen=2,012© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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63%say a company’s environmental
reputation impacts their purchase decisions
Source: Eco Pulse 2018 Gain a sustainable advantagen=2,012© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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86%of Americans believe that companies should take a stand for social issues
Q13 - Which of the following social issues do you expect companies to take a stance on? (Check all that apply.) n=1,000© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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Can you think of a time when you’ve purchased —or not purchased — a product based on
the environmental record of the manufacturer?
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Name the brand or company.
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can name a specific brand they’ve purchased – or not purchased – because of the environmental record of the
manufacturer… from 2009 to 2014 it was
25%6%
Source: Eco Pulse 2018 n=2,012 Gain a sustainable advantage© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
18 Source: Eco Pulse 2018Gain a sustainable advantagen=639
Ben and Jerry’s
Procter & Gamble
Mountain Rose Herbs
Shea Moisture
The Honest Company
Shea Moisture
Amway
Coca-Cola
Whole Foods
Poland Spring
Purdue Farms
H2Onya
Maytag
SunPower
greenlife
Mrs. Meyers
Walmart
General Electric ENERGY STARDavines OI
Kirkland’s Home
Organic Valley Johnson & Johnson
Arcadia Power
Ralph Lauren
Sharp Electronics
Era Sustainable
Cox Communications
Ariel
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Fear© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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21Source: Millennial Pulse 2017
82%of Millennials are anxious about how
climate change will affect their children’s quality of life
n=2,025
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The average person recognizes that he or she needs to do something.
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of Americans think the average person should be taking concrete steps to reduce his/her environmental impact
85%
Q6 - Do you think the average person should be taking concrete steps to reduce his or her environmental impact? n=2,000
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of Americans believe that we have a moral duty to leave the earth in as good or better shape than we found it
83%And
n=2,012Source: Eco Pulse 2018© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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Americans expect companies to take a stand.
Being a good employer 94%Operating in a way that protects and benefits society
and the environment 90%Creating products and services that ensure individual
wellbeing 89%Investing in causes in local communities and around
the globe 87%Standing up for important social justice issues 78%
Source: 2017 Cone Communications CSR Study
Consumers want companies to address these issues
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95%When Millennials trust a brand’s
environmental and social/business practices
Recommend their products to other people (friends, family, social media followers)
Source: Millennial Pulse 2017
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AppleGoogle
Amazon
Tesla
Target
PatagoniaHonest Company
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So if it’s about the company, what do they expect companies to do?
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64%of consumers believe companies should provide ongoing support for issues
that align with the types of products or services they offer
Q8 - How should brands decide what social issue(s) to stand for? [Aided responses] n=1,000© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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Regardless of sector, they want companies to…
Source: Eco Pulse 2016
Use renewable energy
Create zero waste to landfill1
2
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Company “Big” cause supported
Amazon Donates .5% of the price of eligible purchases to the charitable organization of choice
CVS Stopped selling cigarettes and other tobacco products
Dawn Has donated thousands of bottles to wildlife rescue workers at The Marine Mammal Center and International Bird Rescue to help rescue and release wild animals affected by oil pollution
Dick’s Sporting Goods Took a stand on selling guns, removing assault-style rifles from its offerings and instating a minimum age for gun purchases
Dove Helps young people overcome body image issues and fulfill their potential by building positive body confidence and self-esteem
Hellmann’s Hellmann’s Mayonnaise and Mayonnaise Dressings are now made exclusively from cage-free eggs
McDonald’s Aims to get 100% of its packaging from renewable, recycled or certified sources by 2025
Newman’s Own Newman’s Own Foundation donates 100% of net profits and royalties from the sale of food and beverage products to support nonprofits around the world.
Starbucks Committed to hire more than 10,000 refugees globally over five years
Stella Artois Supports the “Buy A Chalice” campaign to help provide clean water for people in the developing world
TOMS One for One® program matches every pair of shoes purchased with a new pair of shoes for a child in need
We tested a few companies and the causes they support.
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9%
10%
11%
13%
14%
16%
18%
18%
24%
30%
42%
32%
34%
37%
38%
34%
27%
22%
29%
31%
44%
32%
Initial favorability rating Favorability rating post-social issue information
Amazon
Dawn
Dove
McDonald’s
Starbucks
Hellmann’s
CVS
Newman’s Own
TOMS
Dick’s Sporting Goods
Stella Artois
Q4 - Please drag the bar to indicate whether you have an overall unfavorable or favorable opinion of the following companies.Q9 - Now you'll see statements about brands and causes or stands that they support. Now, tell us whether you have an overall unfavorable or favorable opinion of the following companies. n=1,000
Percent “very favorable”
Looking at just the “very favorable” shows a dramatic lift
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However…
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8%of consumers could correctly match more than 6 of the 11 brands tested to
their stands
n=1,000Q5 - Please match the following companies with the big cause that they support.
only
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So…ü Your brand should stand for a social or environmental purpose, but it
shouldn’t be randomü Consumers will feel better about your brand and ultimately seek your
products out and tell their friends and family about you --- all as part of their personal identity statement
ü But you can’t simply count on them to know what you stand for! You MUST proactively tell your story – with real marketing dollars – to get the full benefit of taking a stand.
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This isn’t just survey bias or wishful thinking…companies are seeing major business results from boldly sharing their values
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Unilever is committed to cutting its environmental footprint while doubling revenues.
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“What’s the business case for sustainability? I’d love to see the business case for the alternative. What is the business case for destroying the very planet we live in?”
- Keith Weed, Chief Marketing and Communications Officer, Unilever
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Unilever – So Long World Commercial
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Believing in BetterFor Kohler, better business and a better environment go hand in hand. That’s why
we believe the things we do as a company should positively affect the world around us.
Our goal is to better ourselves every day while making the world a better place at the same time.
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Kohler Commercial –Believing in Better
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Clarity Water Filter (46,000 filters shipped in 2017)
Kohler Waste Lab
Space, material and carbon-saving package design
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And it’s not just a few companies…
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55%say sustainability is important/extremely important when making key business
decisions
Q28 How important would you say sustainability is to your company or organization as operating, capital improvement, construction and purchasing/supply chain decisions are made? n=403
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70%have goals and initiatives related to sustainability
Q19 Does your company have goals and initiatives related specifically to sustainability? n=403© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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Waste reduction & energy conservation is one of the top sustainability goals…
1%
8%
9%
9%
12%
13%
15%
15%
16%
18%
18%
18%
19%
19%
20%
21%
21%
26%
28%
33%
34%
38%
Other sustainability/conservation initiatives
None of the above
Facilitating alternatives to ownership/collaborative consumption
Biodiversity/wildlife protection
Product life cycle analyses
Design and planning for end of product life/use
Purchase/use of bio-based product alternatives
Green cleaning program
Green IT program
Sustainable supply chain requirements
Carbon/greenhouse gas reduction
Renewable energy generation and/or REC purchases
Local sourcing
Product content/materials toxicity avoidance
Natural resource conservation/management
Air quality/particulate pollution reduction
Use of recycled content
Water conservation
Corporate social responsibility (e.g., fair wages, community involvement, etc.)
Energy conservation
Waste reduction
Recycling
Source: B2B Pulse 2018 n= 403© 2019 Shelton Communication Group, Inc. ALL RIGHTS RESERVED.
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…and when we look at why they have goals, cost reductions lead the way
0.4%
8%
9%
12%
14%
14%
14%
17%
17%
18%
21%
22%
22%
22%
23%
31%
N/A – organization is not focused on sustainability
Shareholder demands
Access to capital/investor expectations
Avoidance of fines/remediation or liability/litigation
The availability of tax credits, rebates or incentives
Concerns about climate disruption/extreme weather
Declining availability of natural resources (e.g., fine minerals, water, etc.)
Customer demands (e.g., supplier checklists)
Transparency/corporate reputation/PR impact
Competitive differentiation/market opportunity
Compliance with government mandates, policies or guidelines
Consumer expectations
Company culture/owner or CEO’s values
Commitment to health and wellness
Employee retention and recruitment
Energy savings and/or other cost reductions
Source: B2B Pulse, IV n=281What are the top reasons your organization has sustainability goals and initiatives?
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Let’s take a look at what a few other leaders are doing – and saying –about their sustainability commitments
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Budweiser Commercial –“Wind Never Felt Better”
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Budweiser Water Commercial
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Water.org and Stella Artois Commercial
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Apple Liam Commercial
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Even a utility can find a way to make their energy commitments sexy!
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NRG – The Power Behind the Plug
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Gain a sustainable advantage.
OK, OK, OK…you get it. Now how do you actually do it? How do you translate what you’re doing for people and the planet into a meaningful story and marketing strategy?
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Step one: Commit to rigorous, measurable goals
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Step two: Flowing from the goals, commit to a bold environmental or social purpose that aligns with your brand – and your material impacts --that you can be known for
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CultureChange
Attitude andBehavior Change
Strategy Activation
Market Advantage
CulturalAlignment
Brand Alignment
MarketAlignment
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Greatest impact is in the consumer use of the product
Measurable Goals
Brand alignment
Market Alignment
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Step three: develop a memorable communications platform
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4.3.
Create
1. 2.
Listen
Pull a cross-functional team together and seek to
understand not only what youare trying to accomplish butwho you are. What are your
unique advantages, values andhuman truths that will
authentically connect with yourdesired target and achieve
optimal outcomes?
Simultaneously overlay yourstrengths and ownable
characteristics against theoverall landscape. Where arethe gaps in the marketplace?
What are the elements of yourDNA that best align with these
gaps? Where is there anopening for your brand todistinguish itself in a way
that’s authentic to you andcompelling to the desired target?
Collaborativelycraft a communications
construct to articulate yourmarket advantage and defineyour sustainability brand voice
and strategy.
Analyze Implement
Develop content elements that effectively
communicate your sustainability message
within the context of your brand marketing and
product marketing efforts.
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A Greater Degree of Good
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Tomorrow in Mind
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Believing in Better
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Done Right
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Step four: align that platform with your brand look and feel
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Step five: Bring it to life with your key stakeholders
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CultureChange
Attitude andBehavior Change
Strategy Activation
Market Advantage
CulturalAlignment
Brand Alignment
MarketAlignment
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Your Platform here
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Recap1. Commit to rigorous impact goals2. Commit to a bold environmental or social purpose that
aligns with your brand and material impacts that you can be known for
3. Develop a memorable communications platform– Listen – Analyze – Create – Implement
4. Align the platform with your brand look and feel5. Bring it to life with your key stakeholders
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Questions?
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Thank you!
Suzanne Shelton
865-524-8385
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