{"id":70034,"date":"2020-12-22T14:16:06","date_gmt":"2020-12-22T14:16:06","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/the-evolution-of-energy-copywriting\/"},"modified":"2025-03-07T17:04:16","modified_gmt":"2025-03-07T17:04:16","slug":"the-evolution-of-energy-copywriting","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/","title":{"rendered":"The evolution of energy copywriting"},"content":{"rendered":"

Just a few years ago, \u2018being green\u2019 was a badge of honour reserved for those building a grand design complete with solar panels, living walls and ground source heat pumps. Or the cash to buy a Tesla. But today, thanks to evolving energy infrastructure, a reduction in clean energy costs and growing public awareness, we\u2019re all more empowered to make more environmentally conscious decisions.
\nWith new market entrants and pressure on long-established providers to adapt, competition in the energy sector is heating up. A lot is riding on communications and energy copywriting<\/a> to help brands stay relevant and retain customer trust as the following factors come into play.<\/p>\n

A shift in sustainability<\/strong><\/h2>\n

Green credentials are moving from being a \u2018nice-to-have\u2019 benefit to becoming a must-have. There has been a significant rise in sustainable alternatives for everything from our energy supply to the clothes we wear and the food we eat. Sustainability is increasingly front of mind for consumers. And most brands, from the small, local players to the international giants, are responding by weaving eco-efforts into their marketing messages. So, if almost every company seems to be toeing the same line, how can brands stand out from their competitors?
\nStories.
\nAll businesses are on a sustainability journey \u2013 there\u2019s always more work to be done. By bringing this journey to life through interesting and relatable stories,<\/a> companies can craft engaging energy copywriting messages that stay in their customers\u2019 minds.<\/p>\n

Ever-increasing competition<\/strong><\/h2>\n

With new entrants like Octopus and Bulb entering the market, larger companies are going to need to up their game. It is increasingly difficult for consumers to be impressed by messages from The Big Six that they\u2019re doing their bit to help the UK to become carbon neutral when the likes of Ecotricity were established with that very reason at the core of their offer to customers.
\nAt the same time, it is easier than ever to switch energy provider, with penalties<\/a> in place for providers that make leaving difficult. Consumers are becoming more discerning about their provider and will quickly switch if a new entrant better suits their values.
\nTo regain trust lost, larger companies will need to highlight their size and heritage as an advantage. And they\u2019ll need to translate precisely what this experience and knowledge means for the customer. This \u2018so what?<\/a>\u2019 could be superior service levels, support with managing bills, help with boiler maintenance and additional services like boiler insurance.
\nNew starters need to build trust from the ground up. But they can afford to be a little more daring with their energy copywriting, by utilising tone of voice and branding to set them apart from others. Leading with their mission and purpose in the energy sector will also bring like-minded customers to them. We\u2019ve seen this strategy being adopted by Bulb with this opening line on its homepage:
\n\u201cMaking energy simpler, cheaper, greener.\u201d
\nA succinct message with well-chosen words can be all it takes to demonstrate a brand\u2019s values.<\/p>\n

The demand for transparency<\/strong><\/h2>\n

The cost to shift to cleaner energy is expected to reach $16 trillion over the next decade<\/a> \u2013 an investment that many would agree is worth making for the future of our planet and communities. Although reports suggest that wind and solar energy are costing 30-50% lower<\/a> than forecast, it is difficult to predict the level of energy prices in the future. We could see price hikes to recoup the initial investment in clean energy or face similar volatility that we already see in the oil industry due to supply and demand.
\nAny change in price that isn\u2019t going down is always going to be a tough sell to consumers. We believe transparency will be vital. Businesses that take an honest approach will be the ones that bring consumers along with them on the journey. This honesty needs to come through in more than just the annual results<\/a> and latest price change. Companies in the energy sector need to be open and clear about the way they\u2019re organised, how they protect staff and their plans for the future \u2013 all of which feed into the sustainability of a business.<\/p>\n

Leading the way<\/strong><\/h2>\n

The onus is on energy companies and the government to lead the charge when it comes to reducing carbon emissions. For this reason, they need to be on the front foot, and competition to be a thought leader within the sector will be high.
\nWe see energy copywriting becoming increasingly insight focused. Businesses should take every opportunity to position themselves as front runners. The ones that succeed will be the ones with a consistent stream of articles and whitepapers that touch on the critical industry issues. Using a combination of owned and third-party pieces will create a rich pool of content that\u2019s both insightful and authentic.
\nOur specialist energy copywriters have helped many companies in the sector zero on in the right message to win trust and create brand distinction. Take a look at our energy experience<\/a> and get in touch for guidance on using explicit and engaging content to become the front runner.<\/p>\n","protected":false},"excerpt":{"rendered":"

Just a few years ago, \u2018being green\u2019 was a badge of honour reserved for those building a grand design complete with solar panels, living walls and ground source heat pumps. Or the cash to buy a Tesla. But today, thanks to evolving energy infrastructure, a reduction in clean energy costs and growing public awareness, we\u2019re […]<\/p>\n","protected":false},"author":2,"featured_media":57353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[443,316],"tags":[],"class_list":["post-70034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energy-and-resources_case_studies-us","category-thought-leadership-insights-us"],"acf":[],"yoast_head":"\nThe evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency<\/title>\n<meta name=\"description\" content=\"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-22T14:16:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T17:04:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anna Fozzard\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Fozzard\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/\"},\"author\":{\"name\":\"Anna Fozzard\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\"},\"headline\":\"The evolution of energy copywriting\",\"datePublished\":\"2020-12-22T14:16:06+00:00\",\"dateModified\":\"2025-03-07T17:04:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/\"},\"wordCount\":855,\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg\",\"articleSection\":[\"Energy and resources\",\"Thought Leadership\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/\",\"name\":\"The evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg\",\"datePublished\":\"2020-12-22T14:16:06+00:00\",\"dateModified\":\"2025-03-07T17:04:16+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\"},\"description\":\"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#breadcrumb\"},\"inLanguage\":\"us-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg\",\"width\":1000,\"height\":667},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/the-evolution-of-energy-copywriting\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The evolution of energy copywriting\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\",\"name\":\"Stratton Craig - Global Copywriting & Content Strategy Agency\",\"description\":\"Written Communication\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"us-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\",\"name\":\"Anna Fozzard\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"caption\":\"Anna Fozzard\"},\"sameAs\":[\"dan@dcoed.com\"],\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/author\\\/anna-fozzard\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency","description":"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/","og_locale":"en_US","og_type":"article","og_title":"The evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency","og_description":"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .","og_url":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/","og_site_name":"Stratton Craig - Global Copywriting & Content Strategy Agency","article_published_time":"2020-12-22T14:16:06+00:00","article_modified_time":"2025-03-07T17:04:16+00:00","og_image":[{"width":1000,"height":667,"url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg","type":"image\/jpeg"}],"author":"Anna Fozzard","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Anna Fozzard","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#article","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/"},"author":{"name":"Anna Fozzard","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd"},"headline":"The evolution of energy copywriting","datePublished":"2020-12-22T14:16:06+00:00","dateModified":"2025-03-07T17:04:16+00:00","mainEntityOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/"},"wordCount":855,"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg","articleSection":["Energy and resources","Thought Leadership"],"inLanguage":"us-US"},{"@type":"WebPage","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/","url":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/","name":"The evolution of energy copywriting - Stratton Craig - Global Copywriting & Content Strategy Agency","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#primaryimage"},"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg","datePublished":"2020-12-22T14:16:06+00:00","dateModified":"2025-03-07T17:04:16+00:00","author":{"@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd"},"description":"Energy copywriting needs to evolve as competition in the sector heats up. We explore how energy companies can stay one step ahead .","breadcrumb":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#breadcrumb"},"inLanguage":"us-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/"]}]},{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#primaryimage","url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg","contentUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2021\/01\/federico-beccari-ahi73ZN5P0Y-unsplash-1-1.jpg","width":1000,"height":667},{"@type":"BreadcrumbList","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/the-evolution-of-energy-copywriting\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.strattoncraig.com\/us\/"},{"@type":"ListItem","position":2,"name":"The evolution of energy copywriting"}]},{"@type":"WebSite","@id":"https:\/\/www.strattoncraig.com\/us\/#website","url":"https:\/\/www.strattoncraig.com\/us\/","name":"Stratton Craig - Global Copywriting & Content Strategy Agency","description":"Written Communication","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.strattoncraig.com\/us\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"us-US"},{"@type":"Person","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd","name":"Anna Fozzard","image":{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","caption":"Anna Fozzard"},"sameAs":["dan@dcoed.com"],"url":"https:\/\/www.strattoncraig.com\/us\/insight\/author\/anna-fozzard\/"}]}},"_links":{"self":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70034","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/comments?post=70034"}],"version-history":[{"count":1,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70034\/revisions"}],"predecessor-version":[{"id":70842,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70034\/revisions\/70842"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media\/57353"}],"wp:attachment":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media?parent=70034"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/categories?post=70034"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/tags?post=70034"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}