Emerging Green Values in the UK Energy Sector: Ecotricity as Deep-Green Exemplar

Abstract

Sustainability has long been considered a key component of corporate social responsibility (CSR). This chapter provides an in-depth case study of a ‘deep-green’ business, exploring the strong environmental and sustainable values of UK energy firm Ecotricity and its director, founder and owner Dale Vince. The authors outline Ecotricity’s growth to become one of the UK’s largest green-energy providers and show how the company’s success is built on a powerful commitment to sustainability and a set of interrelated, green ‘activist’ values. The chapter outlines key moments in Ecotricity’s expansion, its unique business model, reputation in the market, political lobbying efforts, marketing, communication and social media strategies, as well as the underpinning philosophy informing the growth of the business.