As Head of Global Brand at EDP, Catarina Barradas has led the company’s shift from explaining why change in the energy sector is necessary to showing how it’s already happening. Under her leadership, EDP’s campaigns have addressed the realities of geopolitical pressures, shifting customer expectations, and the need for credible, demonstrable action.
1. EDP’s narrative has shifted from explaining why change is needed to showing how it’s happening. What drove that change in approach, and how has it shaped the way you communicate with customers and stakeholders?
EDP’s narrative has evolved in response to a rapidly changing world, driven mostly by the geopolitical context, evolving customer expectations, and a growing demand for credible, tangible action. To remain relevant, brands must adapt to the times.
Accordingly, EDP has moved from explaining why change is needed to demonstrating how it is already happening.
Our why is in our brand signature — “We Choose Earth” — an inspirational and collective commitment that represents the ultimate reason behind our mission. Our how is expressed through our new narrative, “Bright Choices.” Through this updated narrative, we demonstrate how renewable energy can become a powerful tool to empower communities, foster economic growth, create jobs, enable local development, and ensure energy security and affordability.
Our brand narrative comes to life through authentic, relatable, and powerful stories that highlight real progress and tangible impact building trust and consistently meeting the needs of our customers and stakeholders.
2. Energy companies face growing geopolitical pressures and public scrutiny. How does EDP balance transparency with the need to project confidence and stability?
At EDP, we believe transparency and adaptability — more than stability — are essential to thriving in an unpredictable world. In the face of growing geopolitical uncertainty, we remain committed to open, honest communication, sharing not only our vision and goals but also the concrete actions and measurable results that support them.
Adaptability is what enables us to respond quickly to emerging challenges while staying true to our long-term commitments. By combining agility in execution with a clear, future-focused strategy, we can adjust to changing contexts without losing sight of our purpose: accelerating the energy transition.
3. Customer perceptions around energy brands are evolving quickly. What have you learned from recent campaigns about how people want to engage with EDP?One main lesson is that people want more than promises — they want to know what’s in it for them. Customers connect most when we show how renewable energy can create jobs, grow communities, and improve people’s daily lives. Authentic, human storytelling builds trust and makes the energy transition feel real, relevant, and inclusive.
4. Credibility is central to EDP’s message. How do you ensure that your campaigns reflect not just ambition, but concrete action?
At EDP, credibility comes from making our actions as visible as our ambitions. Every campaign is rooted in real projects, measurable results, and transparent reporting — so when we communicate, we’re not just speaking about what we aim to achieve but showing what we have already delivered, from renewable plants already operating to communities benefiting from clean energy.
By backing our storytelling with evidence, we prove that our ambition for the energy transition is matched by concrete action.
5. Looking ahead, what do you see as the biggest challenge in empowering customers to make “bright choices,” and how is EDP preparing to meet it?
One of the biggest challenges is bridging the gap between awareness and understanding. Many consumers want to take part in the energy transition, but energy concepts, terminology, and technologies can often feel complex or distant from everyday life. Without accessible knowledge, it’s difficult for customers to make informed, confident choices.
That’s why at EDP we see ourselves not just as an energy provider, but as a partner and enabler. Our mission is to make the energy transition accessible, understandable, and truly empowering for everyone by telling stories in a simple, relatable way and offering straightforward, affordable solutions that turn ambition into action.