Brands need to have a purpose, and stand up for it
Paul Sands, Executive Director of Growth and Customer Experience, Ecotricity
Ecotricity is the world’s first green energy company, who put investing their profits back into building new sources of energy at the heart of their brand (“Bills into mills”).
Paul Sands, Executive Director of Growth and Customer Experience at Ecotricity spoke around the brand’s three key pillars (Energy, Transport and Food), and how they incorporate these values into their local communities on a daily basis. For example, the electricity the company supply is 100% vegan (many energy companies supply electricity which has been generated using animal by-products, such as slurry and slaughterhouse waste) and they have over 300 electric vehicle charging points across the country in a bid to fuel the Electric Highway. In addition, Forest Green Rovers FC (the local League 2 football team which the company own) is a completely carbon neutral football ground. The organic pitch is watered with rainwater, EV and solar panels provide energy, and all food and drink served at the ground is vegan. All of the professional playing staff also adhere to a vegan diet while training at the ground.
Paul explained how having a clear, mission-led purpose, resonates with their consumer base, as is it evident what the brand stands for. This is not enough however, as he also emphasised how within an organisation, “details matter”. Consistency in a brand’s internal message is important to cement a brand’s core values from within, as colleagues believe in the mission, which in turn is echoed in their output. For example, when visiting Ecotricity’s head office, guests will see an electric vehicle charging points, and are served oat milk in their tea.
Finally, Paul stressed the importance on being brave enough to take a position and standing up for it. Purpose-led businesses need to maintain their position, even if it means taking hits, such as turning down partnerships that aren’t aligned with their principles, or more commonly, conflict with those who don’t agree with what you stand for. Disagreement will be inevitable but being consistent about your mission will draw in a loyal, and highly engaged- if smaller- consumer base.
