Position paper - Best practices in communicating environmental credentials in energy retailing

The proliferation of environmental claims by European power retailers has confused many energy consumers, creating uncertainty about which claims to trust and how best to make environmentally friendly energy purchases. Effectively shaping, communicating and delivering the environmental credentials of energy products and services is a great challenge, one which most utilities have failed thus far.

Scope

*A view as to why the trend is towards greater demand for detailed specification of the environmental attributes of utility products and services.

*Guidelines of how to build your environmental marketing and green message around customer priorities, while meeting your own environmental strategy.

*An explanation of how to drive value and sales through the independent verification of claims and the adoption of certification standards.

*A case study of the most effective and successfully marketed green power program in the world.

Highlights

Claims about the environmental attributes of utility products and services are on the rise, as are customer expectations. The case for 'pushing' the environmental attributes of utility products and services are varied but well established, yet utilities must learn to build their environmental marketing and green message around customer priorities.

Having developed an appropriate understanding of the utility's carbon footprint, innovation must take priority over messaging. Also, verification of utilities' environmental claims by an independent body and adhering to certification standards both add value, not least because they both open up strong marketing channels.

For environmental claims to be credible, they also need to be made within the context of a wider environmental or sustainability program. Marketing 'green' successfully also requires level pricing, targeted products and messaging which must enable and encourage consumers to act.

Reasons to Purchase

*Assess the relative strength of your current green marketing and communication strategy and take corrective actions where necessary.

*Understand how to best shape, communicate and deliver the environmental credentials of your 'green' energy tariffs, products and services.

*Succeed where others have failed: leverage your green credentials as a non-price differentiator and as a way to unlock greater commercial advantage.