When Orkusalan was named Green Brand of the Year 2025 at the CHARGE Awards, it marked more than a moment of recognition. It signaled a shift in how sustainability can and should be experienced.
For Orkusalan, being a green brand isn’t about distant targets or abstract commitments. It’s about making energy visible, relatable, and empowering for everyday life.
In this conversation, the Orkusalan team reflects on what the award represents, how customer-led innovation shaped their approach, and why creativity and joy are essential tools in the energy transition.
What does winning the CHARGE Award for Green Brand of the Year mean to Orkusalan and your team?
Winning this award is deeply meaningful for us. It feels like recognition not just of outcomes, but of mindset. For our team, it’s a confirmation that choosing to approach sustainability differently — with warmth, creativity, and courage — truly matters.
The award acknowledges that sustainability doesn’t have to be complicated or intimidating to be credible. We’ve always believed it can be engaging, inclusive, and even joyful. Being recognised by CHARGE tells us that this philosophy resonates beyond Iceland and that combining environmental responsibility with strong customer relationships creates real impact.
Your “energy paths” help customers live more sustainably. How did this idea take shape?
The idea grew directly from listening to our customers. We heard the same thing again and again: people want to make better choices, but they often don’t know where to start. Sustainability can feel overwhelming when it’s presented in abstract terms.
Our response was to simplify without dumbing down. By creating clear, personalised energy paths, we made sustainability tangible and relevant to everyday decisions. The rollout of smart meters was a turning point. Suddenly, energy use became visible. When people can see their electricity consumption in real time, it changes their relationship with it. Awareness leads to engagement, and engagement leads to action.
Joy and creativity are core to your brand. How do you balance that with the seriousness of climate responsibility?
We don’t see joy and responsibility as opposites — we see them as partners. Climate action is serious, but communicating it doesn’t have to be heavy. Creativity helps people connect emotionally, and emotional connection is what sustains long-term behaviour change.
Our tone may be optimistic and playful, but behind it is rigorous work, clear goals, and measurable impact. By leading with warmth and community, we make it easier for people to care, to participate, and to feel that their actions matter.
Looking ahead, how will Orkusalan continue to lead as a purpose-driven green brand?
As energy awareness grows and technology like smart meters makes consumption more transparent, expectations will continue to rise. Our ambition is to stay ahead of that shift by being proactive, honest, and inspiring.
We’ll keep innovating at the intersection of sustainability, customer experience, and social responsibility. Our role is to help people understand their energy use, feel confident in their choices, and even enjoy the process. Ultimately, we want Orkusalan to be the brand that makes the future of energy feel not only smart — but genuinely positive.
As we prepare to announce the upcoming CHARGE North America Awards winners and open nominations for the CHARGE Europe Awards, Orkusalan’s story offers a clear benchmark for what effective green brand leadership looks like today grounded in action, customer focus, and long-term impact.