Customer grid defections are a utility branding issue

Sponsored Post by Essense, Utility Dive

For decades, customers regarded electricity as a commodity, and electric utilities as its regional monopoly providers. Fast forward to today, and the landscape is undergoing a tectonic shift.

Companies such as Apple, IKEA and MGM Resorts have made it publicly known that they are now adopting new energy strategies as a core component of their business operations. Others, such as 3M, Dow Chemical and General Motors, have signed renewable PPAs to attain sustainability and/or cost-efficiency goals. Each company’s approach to energy may be unique, but the underlying trend is that the largest and most influential companies are signaling to the marketplace that the days of electricity as an undifferentiated commodity are over. Read more.

 Photo Credit: Fotolia

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