Green power marketing makes its mark in competitive markets

As electricity markets around the world open up to competition, power marketers are struggling to find ways to make their products distinctive in order to attract customers. Aside from price, one of the few ways to distinguish one power product from another is to specify how the electricity was generated – and to supply the power from “green” sources. By tapping into the environmental conscience of some customers, a sizable niche can be opened up and a recognisable brand created. Dr Gordon Edge Editor