ABSTRACT
The Introduction to Sustainable Energy Branding: Helping to Save the Planet overviews the themes of this book, as well its title and purpose. The main themes are the emergence of energy branding as a consequence of market liberalisation (deregulation), and its role in promoting low-carbon energy sources. Consequently, the title of the book is discussed in the context of the importance of energy branding to the sustainable energy transition. An example is given of the 2016 moratorium on onshore wind farms in the United Kingdom. The Introduction also discusses the concept of greenwash, offering a number of definitions. It suggests energy branding as a mode of communication in the energy sector, that avoids both the pitfalls of greenwashing, and the excessively technical communication styles favoured by some industry professionals. The Introduction concludes with an anecdote on the book’s conception, which was inspired by a conversation with Magnus Hall, CEO of Vattenfall.
