Suzanne Shelton, CEO of the Shelton Group, a sustainability marketing company, says polling reveals that 24 percent of the population falls into a category called "actives." This group shops often and is brand loyal and materialistic — but only when products serve as an external expression of internal values. At GreenBiz Forum 2014, Shelton shared the three ways companies can reach this powerful audience to drive success and sustainability efforts. "There is a tremendous sales and marketing opportunity here for you," she said.
