E.ON - Sustainable City
November 27, 2009
Submitted by jarrito
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jarrito’s of Berlin gave this ad a
Very recent video by E.ON, they position as a top video in their own E.ON YouTube Channel. Again E.ON uses a fig leaf example - a sustainable city district project in Malmö/Sweden - to postion themselves as sustainability thought leader. Again the project is outside their core markets e.g. Germany. It is outside their core business - which is coal and nuclear energy production. It moreover pretends that E.ON is a sustainable city solution provider: people in the movie also talk about organic food and local farmers positioning the E.ON brand close to LOHAS consumer segments, which is normally difficult to achieve for an Energy provider - but the sustainabile city provides a platform to reach out to the LOHAS and connect the brand with LOHAS role model examples. E.ON continues to use fig leaf examples (see tidal power plant ad) to green their brand, instead of proactively talking about their real sustainability challenge in their core business - the coal and nuclear energy and the carbon and nuclear waste footprint. As long as E.ON does not talk about this key sustainability challenge in ads and does not present the public a credible plan, how to change from non-sustainable energy sources to sustainable ones in an ambitious time frame, their communication strategy with fig leaf examples will most likely always be judged as greenwashing attempts to green the brand at low costs. This is sad since they need pilot projects and pilot examples for innovation e.g. the sustainable city, but the public will only judge those as credible, if the major question - how E.ON becomes a zero-carbon-emission and zero-nuclear-waste company are credibly answered that next generations can trust in.
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