Under the concept 'Sustainable Together', the energy company has been campaigning for a sustainable lifestyle recently. 

The campaign has taken an unexpected turn as the company has encouraged Swedes not to do more for the climate but to do less, according to the agency. 

"Over the past year, many have significantly reduced their electricity consumption. We think that's great, but citizens and businesses need to continue to modify their electricity habits and rethink habitual behaviours in everyday lives," says Anette Myrheim, communications director at Göteborg Energi.

The company adds that this isn't just about people's and companies' electricity use but also about reducing the energy consumption associated with:
  • traveling
  • food production
  • clothing, and
  • other items. 
"We don't just need to do more to save the climate; we also need to do less: less driving, less meat consumption, fewer plastic packages and fewer long-distance trips, for example," says Eric Zinn, sustainability manager at Göteborg Energi. 

People need to become more aware that consumption ultimately leads to higher carbon emissions, and Göteborg Energi wants to nudge citizens in the right direction, the company says. 

"In every choice, we must be a bit wiser and smarter, think differently or simply refrain. For Gothenburg to achieve climate neutrality by 2030, more people must do less," says Joakim Brinkenberg, senior account director at Welcom.

Göteborg Energi's campaign 'Do Less for the Climate' runs as full-page ads, Out-Of-Home, digital and on social media.

For more information, visit www.goteborgenergi.se. You can also follow Göteborg Energi on Facebook, X or on Instagram.