Julien Tchernia is an entrepreneur, energy pioneer and founder of Ekwateur, the French renewable energy company he built to challenge the traditional energy model.
Ekwateur became one of France’s best-known green energy brands and was recognised as one of the world’s leading green brands. Julien has since moved into his next chapter as an entrepreneur and board member.
In this conversation, we’ll explore what Julien learned from building Ekwateur, how energy companies can stay agile while building a strong long-term brand, and what the future holds for more decentralised and sustainable energy.
1. What inspired you to start Ekwateur?
I didn’t start Ekwateur to “launch a company”. I started it because I felt useless.
I had a good job, a good salary, a comfortable life — and the growing conviction that I wasn’t contributing anything meaningful. That ecological wake‑up call pushed me back to school, into a new field, and ultimately into entrepreneurship.
Ekwateur was born from one simple idea: if we want to save the climate, we must make people WANT to choose green energy, not guilt‑trip them into it. I wanted to build a brand that makes the sustainable choice feel natural, joyful, and desirable.
2. What did you want Ekwateur to do differently from traditional energy companies?
Traditional utilities talk about infrastructure, regulation, megawatts.
We talk about people, desire, and empowerment.
Our mission isn’t just to sell renewable energy — it’s to make people proud to buy it.
That’s why we built a brand with personality, transparency, and proximity. I’ve even spent years calling customers myself, because energy should be human before being technical.
3. How do you balance moving quickly with building a brand for the long term?
A startup must move fast — but a brand must endure.
The trick is simple: move fast on operations, never compromise on identity.
Our identity is built on values, tone, and a mission: making green energy attractive.
That mission doesn’t change, even when the market does.
4. How can energy companies stay distinctive when everyone is talking about sustainability?
By shifting from obligation to desire.
Everyone says “you should”.
We say “you’ll love to”.
Differentiation comes from behavior, not slogans: transparency, local anchoring, service excellence, and a brand that feels alive. When sustainability becomes a commodity, personality becomes the differentiator.