Wolfgang Gründinger is a unicorn—or, more accurately, the company he works for is one. Enpal is the first German green-tech company to be valued on the market at over one billion US dollars. Founded in 2017, the company rents, sells, and installs solar energy systems, and it does so with enormous success. Currently, the Berlin-based start-up is the fastest-growing energy company in Europe. On average, Enpal technicians install 3,000 systems on German rooftops every month.
Enpal's business model is thus extremely sustainable, yet sustainability plays hardly any role in its brand communication. And that is entirely intentional. The Berlin-based company focuses more on saving money, secure energy supply, and thus fairly down-to-earth arguments. Wolfgang Gründinger, the company's Chief Evangelist, explains to us why this is the case. He explains why the brand communicates using cost savings rather than catastrophe.