It’s time to tell your environmental impact story! Presentations/Shelton-Group-Elemcon...steps to...

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

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/; info@sheltongrp.com.

Thank you!

3 Gain a sustainable advantage

We create a market advantage for organizations that create a sustainable, energy-responsible future

The company we keep

We start here…

...and we end with marketing strategies and plans that build brands, shift perceptions and drive sales…

..and communications that build brands, shift perceptions and drive sales.

America is in the middle of a social/cultural shift regarding the environment

Would you like to be seen as someone who buys eco-friendly products?

37% 41%

63%say a company’s environmental

reputation impacts their purchase decisions

86%of Americans believe that companies should take a stand for social issues

Can you think of a time when you’ve purchased —or not purchased — a product based on

the environmental record of the manufacturer?

Name the brand or company.

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

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

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

21Source: Millennial Pulse 2017

82%of Millennials are anxious about how

climate change will affect their children’s quality of life

n=2,025

The average person recognizes that he or she needs to do something.

of Americans think the average person should be taking concrete steps to reduce his/her environmental impact

Q6 - Do you think the average person should be taking concrete steps to reduce his or her environmental impact? n=2,000

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

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

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

AppleGoogle

Amazon

Target

PatagoniaHonest Company

So if it’s about the company, what do they expect companies to do?

64%of consumers believe companies should provide ongoing support for issues

that align with the types of products or services they offer

Regardless of sector, they want companies to…

Source: Eco Pulse 2016

Use renewable energy

Create zero waste to landfill1

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.

Initial favorability rating Favorability rating post-social issue information

Amazon

McDonald’s

Starbucks

Hellmann’s

Newman’s Own

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

However…

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.

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.

This isn’t just survey bias or wishful thinking…companies are seeing major business results from boldly sharing their values

Unilever is committed to cutting its environmental footprint while doubling revenues.

“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

Unilever – So Long World Commercial

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.

Kohler Commercial –Believing in Better

Clarity Water Filter (46,000 filters shipped in 2017)

Kohler Waste Lab

Space, material and carbon-saving package design

And it’s not just a few companies…

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

70%have goals and initiatives related to sustainability

Waste reduction & energy conservation is one of the top sustainability goals…

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

…and when we look at why they have goals, cost reductions lead the way

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?

Let’s take a look at what a few other leaders are doing – and saying –about their sustainability commitments

Budweiser Commercial –“Wind Never Felt Better”

Budweiser Water Commercial

Water.org and Stella Artois Commercial

Apple Liam Commercial

Even a utility can find a way to make their energy commitments sexy!

NRG – The Power Behind the Plug

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?

Step one: Commit to rigorous, measurable goals

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

CultureChange

Attitude andBehavior Change

Strategy Activation

Market Advantage

CulturalAlignment

Brand Alignment

MarketAlignment

Greatest impact is in the consumer use of the product

Measurable Goals

Brand alignment

Market Alignment

Step three: develop a memorable communications platform

Create

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.

A Greater Degree of Good

Tomorrow in Mind

Believing in Better

Done Right

Step four: align that platform with your brand look and feel

Step five: Bring it to life with your key stakeholders

CultureChange

Attitude andBehavior Change

Strategy Activation

Market Advantage

CulturalAlignment

Brand Alignment

MarketAlignment

Your Platform here

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

Questions?

Thank you!

Suzanne Shelton

sshelton@sheltongrp.com

865-524-8385

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