Suzanne Shelton

Suzanne C. Shelton is founder, president and CEO of Shelton Group, an advertising agency focused exclusively on motivating mainstream consumers to make sustainable choices.

Show/Hide Full Bio

'Made in America' as a Green Marketing Tool
By Suzanne Shelton, July 07, 2011
From grown-at-home jobs to food safety, shoppers are keen on domestically produced goods. So if your products are made in the USA, you should let that flag fly....
Cracking the Green Marketing Code to Solve the Green Works Puzzle
By Suzanne Shelton, June 03, 2011
Creating an eco-friendly product within a known brand, no matter how famous, isn't enough to capture the green market. The key to success lies in understanding who is the most likely target for......
Green Marketing and the Death of Curmudgeonly Contrariness
By Suzanne Shelton, May 19, 2011
In response to my friend Joel Makower's recent article on the death of green marketing, I'd like to say: You're missing the point....
News of Green Products' Demise Greatly Exaggerated
By Suzanne Shelton, April 28, 2011
To those who responded with concern and more than a little nervousness to a recent news article all but declaring the death of green products, I kindly say, “Hang on a minute.”...
Frito-Lay's 'Natural' Push is Good, Healthy Would Be Even Better
By Suzanne Shelton, December 30, 2010
I applaud Frito-Lay for making the move to all natural ingredients, and I wholeheartedly respect the marketing acumen behind the move. I now encourage them to put on their collective CSR hat and......
Does Green Really Work When It Comes to Dishwashing?
By Suzanne Shelton, December 24, 2010
With the winter holidays come major meals events and mountains of dishes. For the eco-conscious, the issue about the greenest way to get them clean becomes murky when earth-friendly soaps aren't......
The SunChips Bag: A Cautionary Tale
By Suzanne Shelton, October 08, 2010
I, for one, liked the SunChips bag. I wasn’t annoyed by the sound; found it quite endearing, actually. Maybe it’s because, as a marketer, I thought the idea was spot on...
Focus on Progress, Not Perfection, in Sustainability Stories
By Suzanne Shelton, September 29, 2010
Twice in the last week I've heard managers of major brands say, "You know, we're not ready to talk about our sustainability efforts because they're just not perfect yet." Make sure that......
Selling Sustainability to Whiskey Drinkers
By Suzanne Shelton, August 27, 2010
If I were to say, "Quick -- name five green products!" I'm betting Jack Daniels wouldn't be at the top of your list. It should be....
Brands Matter for Green Products
By Suzanne Shelton, July 23, 2010
In discussions and theories about why consumers choose green products, there's little talk of brand. There is, in fact, a big correlation. And new research is showing a triumph of brand over......