Motivating the Mainstream:  Interview with Suzanne Shelton

The Shelton Group is one of the few ad agencies in the U.S. entirely focused on the greening of mainstream consumers—a topic they have been digging into through ever-deepening levels with the firm’s proprietary consumer studies—Eco Pulse, Green Living Pulse and Energy Pulse. How do ‘Mainstream Green’ consumers differ from those who are a little more engaged with the green movement? The Shelton Group’s president and CEO Suzanne Shelton, who will be leading a workshop during Good And Green®-The Green Marketing Conference, sheds some light on the Mainstream Green consumer and what exciting offer the Shelton Group has in store for one lucky brand attending Good And Green®!

Patti Minglin: What are some of the key differences between the mainstream green consumer and the deep green consumer?

Suzanne Shelton: In terms of numbers, we see Deep Green consumers (who we call Engaged Greens) and Mainstream Green consumers as similarly sized – about 38% of the total market for Engaged Greens and 39% for Mainstream Greens. But you also have to consider the approximate 23% of the population who isn’t really interested in green at all. In our Green Living Pulse study, we partnered with Earthsense and we dug a little deeper. Green is about much more than simple demographics – being green is truly a mindset. As part of our research, we were able to profile distinct personality types and mindsets that differentiate the two groups.

For example, we found that Engaged Greens are more likely to be highly optimistic, very extroverted, independent thinkers, secure in their feelings, enjoy trying new things, leaders who give advice and guidance to others, and are up to date on current events. The Mainstream Greens were less optimistic, less extroverted, more likely to agree with what other people think, less secure in their feelings, more likely to like the things they typically use instead of trying new things, more likely to be a follower than a leader, less likely to keep up with current events and less likely to give advice to others.

In addition, we tested messaging themes in Green Living Pulse and discovered significant differences between the two groups. We based our messaging statements on the work of the authors of Making Meaning, testing deeper emotional drivers ranging from harmony to validation, beauty to redemption, control to duty. Overall, we found that the Engaged Greens responded to messages of harmony with the environment, redemption (health) and community: the Mainstream Greens gravitated toward messages of control (saving money) and duty (do the right thing).

Minglin: Why is it important for brands to understand the differences between the various types of green consumers?

Shelton: The first thing is for brands to realize that green consumers are not a monolith – there are real differences that must be taken into account. Brands need to position themselves to best appeal to their target audience. Based on our understanding of the green consumer gained from Green Living Pulse – and with some inspiration from the noted psychologist John Marshall Roberts (editor’s note: John Marshall Roberts will be the closing keynote speaker during Good And Green®) and the Gravesian model of thinking – we are able to make some recommendations. Engaged Greens are inspired by innovation and possibility, so brands should position themselves as pioneers, mavericks or big dreamers to appeal to this audience. On the other hand, brands that seek to appeal to Mainstream Greens will enjoy success if they position themselves as reliable, logical, and solid.

In addition, it’s important to understand who’s willing to pay a price premium for green and what that premium is. It’s important to understand what language to use on packaging, and what are the possibilities for new product development based on white space in the market and unmet consumer needs. Lastly, it’s important to understand that there is no one pool of green consumers who buy green in every product category. Green falls higher on the priority list for different consumers depending on product category, and it falls at a different place in the decision-making criteria depending on category. We’ve dug into all these questions in our proprietary studies and can provide some deep insights to our clients.

Minglin: So, in your opinion, what specific brands are doing a good job of reaching mainstream green consumers?  Why?

Shelton: The obvious example is Clorox® GreenWorks® – it’s a home run. Why? Because Clorox saw an opportunity to appeal to the Mainstream Greens with a brand they already knew and trusted, national distribution and a smaller price premium than other green cleaners. Further, they made it convenient, which is a huge driver for green purchases right now, by placing the product in the regular cleaning products aisle.

Now think back to what we just talked about with Mainstream Greens--they’re motivated by saving money, they don’t like to try new things, and they value convenience over the environment. Clorox GreenWorks fills all those needs, and that’s why they’ve enjoyed such amazing success even in the recession.

Minglin: What are you most looking forward to during this year’s Good And Green® Conference?

Shelton: It’s hard to say just one thing! I’m looking forward to deep, strategic conversations with some of the country’s best brands, but I’m especially excited about an innovative project we’re kicking off at the conference. We’re going to give away all of our time to produce an integrated, research and insight-driven campaign to one worthy brand. Conference attendees will have the opportunity to stop by our table in the New Product Showcase and give us their pitch on why we should pick their brand. We’ll pick a winner and report back the campaign outcomes at next year’s Good And Green® Conference. Details about this offer will be released soon, but we hope people will start thinking about how we can work together to create an impactful, and free, integrated campaign to motivate mainstream consumers to make more sustainable choices.

Minglin: That’s amazing! I can’t wait to see how the campaign is rolled out and hear about its results during next year’s conference. Until then, I’m looking forward to your workshop during this year’s Good And Green®. Thank you!