Sustainability as a brand asset

Eneco was one of the first of the established energy utilities in the world to become fully renewable and became the frontrunner in the Dutch energy industry in the production of electricity from sustainable sources. Regine Alewijnse, Brand Manager of Eneco presented the brand’s story and the challenges that are facing truly renewable companies when many companies in the energy value chain present themselves as renewable when in fact, a majority of them are renewable only as far as the marketing message goes.

To further the point, Regine explained how sustainability can become more than a hollow marketing message, by making sustainability a valuable brand asset.

Eneco’s approach has not only been to offer renewable energy and offer customers a choice but also to enable customers the possibility to monitor their energy usage and helping them to cut down usage without noticing it by offering software that monitors and detects usage.

 

Utilities gone social

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It is time for the utilities to shift their messaging in social media. From primarily sending messages about outages, utilities need to add an emphasis on customer relationships.

Tamara McCleary, CEO of Thulium has worked with companies such a IBM and Verizon to help them with driving brand engagement. She spoke on the importance of utilities becoming personal and drive the conversation towards a more human interaction.

The data utilities have today give them a unique opportunity to know the customer better – energy companies need to stop talking at customers but must start a conversation with them.

How to be the green brand in a 100% renewable market

Iceland is one of the few countries in the world that can boast of having all of its energy generated from 100% renewable and sustainable sources. Electricity is generated from hydro dams and geothermal plants and almost all hot water comes from geothermal sources.

Green energy has been the most popular differentiation tool for retailers in liberated markets for the last decades. For a retailer in Iceland it can be a challenge to be perceived as the green brand. Áslaug Thelma Einarsdóttir, managing director of marketing at ON Energy gave insights on how the company met the challenge of rebranding and positioning itself as the leading sustainable brand.