This month, we’re handling the launch of a domestic energy company with a unique ethical focus.

Home Energy is the UK’s first gas and electricity supplier to link customers’ energy use to charitable giving – enabling its customers to donate to good causes while they heat and light their homes. It will give 20% of its business to charities by allocating shares to each customer for them to donate to worthy causes. This could create a £20 million windfall for charities when the company floats in five to six years’ time.

The company is also pledging a new standard of customer service, operating one of the highest contact centre staff-to-customer ratios in the business.

We’ve been working with the Home Energy team, delivering our Kick Start marketing approach to:

  • define the company’s values, mission and target audience
  • review its positioning against other energy firms in the market, and
  • develop its business story and core materials, with an emphasis on its charitable purpose

We’re also handling the media launch of the new business, which has so far included a 7-minute news feature on BBC Radio.

Kevin Stoker, Home Energy’s Founder & CEO, explains:

“We’re setting an example for how companies and charities can work together — breaking the mould of how businesses can harness customer action for social good.

“With our pioneering business model, it was imperative for us to have the right marketing expertise to define our proposition and launch our company. We selected TK Associates because they immediately grasped what we were about and homed in on the challenges we face. In helping us gear up to start trading and spread the word about our innovative approach, they’re proving spot-on with their analysis — and they’re clear and concise about what we need to do to maximise our chances of success.”

You can find out more about Home Energy from its website, and more on our marketing work for small businesses and start-ups here.


Image by Callum Shaw.