Vattenfall´s incredible journey from sustainability villain to sustainability leader in energy

Vattenfall vs Skellefteå Kraft and GodEl in Swedish Sustainable Brand Index. 

Over the past decade, Swedish energy giant Vattenfall has undergone a remarkable transformation. Once criticized by consumers as a major polluter, the company is now a leader in sustainability, setting an example for the energy sector. Vattenfall’s transition is an inspiring case study in sustainable branding and corporate responsibility. Their shift not only revolutionized their internal practices but also reshaped their public image.

Vattenfall's strategy offers valuable insights for businesses and marketers interested in building a sustainable brand. Here are three key success factors that contributed to Vattenfall’s sustainability leadership:

1. A Clear Sustainability Strategy

Vattenfall’s decision to make sustainability central to its business created a well-defined path for all stakeholders. By focusing on becoming fossil-free within a generation, the company aligned its goals with a future of clean energy, encouraging widespread contribution to the vision.

2. Consistent and Clear Communication

At every opportunity, Vattenfall connects its messaging to its overarching vision of being “fossil-free within a generation.” This consistency ensures that consumers, employees, and partners understand the company’s long-term goals and progress toward renewable energy.

3. Creative and Strategic Partnerships

Vattenfall has creatively collaborated with celebrities like Cara Delevingne and leading companies such as SSAB to communicate its sustainability efforts. Despite diverse partnerships, the brand message remains focused on the company’s vision, demonstrating creative consistency while building a strong sustainable brand.