The Race to Win the Future: Who’s Actually Leading it?
What if you could look into the 2030’s and see exactly which companies are crushing it?
Spoiler alert: they won’t be the ones just bragging about “net-zero” goals or carbon pledges. They’ll be the ones you can see - right now - offering genuinely cleaner, greener products and services you can actually buy.
Because let’s get real: A “minus 30% carbon” promise sounds great, but if I can’t walk into a store and find it on the shelf, is your pledge actually real?
Introducing The Demand Switching Index
That’s why EdenLab developed the Demand Switching Index (DSI) - an AI-enabled tool that measures how effectively companies shift demand toward climate-resilient, clean revenue streams.
If your business isn’t offering the real deal, you might already be a Zombie company: Still shuffling around, but effectively dead on the inside. Think that’s harsh? Just ask the once-mighty Volkswagen.
Ready to find out who’s actually sprinting toward a sustainable future—and who’s already falling behind? Keep reading.
🧪 We're a Lab, We Run Experiments
Today we’re sharing the results of our most recent experiment.
The Demand Switching Index works for any sector (ask us about yours) but we’ve chosen to do a deep dive on the Energy sector to show you what it can do, because Energy makes up 20% of the UK's total carbon emissions.
🪫 The Race to Power the Post-Carbon Future
Who’s making renewable energy, solar panels, batteries and heat pumps the compelling choice for UK consumers then?
EdenLab’s Demand Switching Index scored 13 energy companies' websites across five key areas: Sustainable Value Proposition, Easy Installation Experience, Financing & Grants, Customer Education, and Trustpilot Scores. The results are in - and the gap between leaders and laggards is glaring.
Source: EdenLab DSI, Feb 2025
🤷🏽 Why should anyone care about a Demand Switching Index?
See where you rank: The DSI shows where you stand versus the competition. Are you ahead, behind, or in the pack - are you investing enough?
See what needs fixing: The DSI diagnoses where you have work to do. It pinpoints the fixes you need.
See if you’re improving: It's repeatable, quickly. Make changes, rerun the assessment and track progress over time.
See what others don’t: An entire sector has been born - hello Carbon Footprinters - to measure the supply-side, nobody is looking hard enough at the demand side yet, offering you competitive advantage.
Read on to see it in action.
Looking in detail at just a few of the contenders, you can quickly see the differences between the best and worst performers. British Gas has work to do on all fronts to catch Octopus.
Source: EdenLab DSI, Feb 2025
⚡ Strong Contenders:
EDF Energy (113), E.ON Next (109), OVO Energy (109), Good Energy (108) These providers deliver solid education, transparent financing, and credible sustainability messaging
💡 Mid-Table Performers:
So Energy (103), Ecotricity (101), Utilita (99), Green Energy UK (91), Outfox the Market (81) Decent efforts on sustainability and pricing, but gaps in retrofit financing options and customer education hold them back. Surprisingly, Ecotricity styling itself “Britain’s Greenest Energy Company” lacks clear support for home solar panels, batteries, and heat pumps.
🚨 Weakest Performers:
British Gas (74), Utility Warehouse (70) British Gas falls short on service, financing clarity, and customer resources. Utility Warehouse ranks lowest, with minimal renewable options and limited educational tools.
Work in an Energy company and want to see the full report for your business?
Why It Matters
Market share is shifting toward firms that help consumers switch demand to cleaner energy. Octopus Energy is rapidly gaining ground, while our forecasts suggest British Gas risks losing up to 25% of its market share over the next decade unless it improves its demand-switching game.
Source: OFGEM
Source: EdenLab Feb 2025, NB. Large market shares only
What Good Looks Like
Octopus’ Heat Pump Value Proposition
Customer Education: EDF’s Energy Mixer
Customer Education: OVO’s Complete Guide to Grants
🚀 Bottom Line
Future Leader or Zombie company?
The winners in the post carbon world are already transforming, their people learning how to switch demand. But there are also Zombie companies, they appear alive on the outside, but inside they’re dead because they won’t survive what comes next. Which one will you back?
Work in Energy? Want to get involved?
If you would like to join us for a provocative and solutions-focused roundtable breakfast bringing together leaders from across the Energy sector to crack the problem of Mass Adoption breakfast, on the 19th March 2025 in London, please email info@edenlab.co and tell us briefly what unique perspective you’d like to bring to the conversation.