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Social Positioning Analysis #4: Emera Incorporated

Updated: May 27

David MacNeil, Marketing Officer


Emera Incorporated is an energy services company which primarily invests in regulated electricity generation and electricity and gas transmission and distribution. The company has been focused on providing clean and affordable energy to its customers across Canada, the United States, and the Caribbean for nearly 15 years.

Emera Incorporated

Headquartered in Halifax, Nova Scotia, Emera Incorporated is one of North America’s most recognized electricity generation companies. Working in the energy field requires innovative and long-lasting ideas, and Emera is aware that sustainable sources of power must be one of its key focuses for the future. As a result, Emera has outlined a strategic focus on transitioning from high carbon to low carbon energy sources throughout North America. The call for cleaner energy sources is growing louder across the world, and Emera is making a conscious effort to play their part in the battle against climate change.


A few ways that Emera has proven their dedication to this goal are on display in the following statistics:

  • 70% reduction in coal as a proportion of total generation fuel mix since 2005

  • 24% reduction in greenhouse gas (GHG) emissions since 2005

  • 100% of companies that Emera works with are required to have environmental management systems in place

Social Factors

Along with the company’s focus on environmental factors, Emera has also ensured that they remain safe, inclusive, and conscious of the communities in which it operates. To these points, Emera showcases many of their accomplishments and inclusive efforts on their website – such as their continuous decrease in workplace injuries, gender inclusiveness on its board of directors and within its senior leadership, and monetary investments directed into its communities.

Supporting Nova Scotia

On April 24th, Emera Inc. decided to give back to Nova Scotia, the province that hosts their company headquarters. The company made a $500,000 donation to the Stronger Nova Scotia Fund to support the individuals, families, and communities that were impacted by a tragic act of violence that took place in late April. This gesture will help families rebuild amid this terrible event and shows that Emera recognizes the importance of supporting the community around them in their time of need. It seems that this gesture was not just a social stunt, but in fact genuine compassion for those who needed help – an admirable trait for a company as large as Emera to have.


At Orenda, we were interested in analyzing how a thoughtful gesture such as this would impact the social positioning of Emera’s brand, specifically regarding the views on the social responsibility of the company.


Upon reviewing the company’s statistics, we witnessed a significant increase in Emera’s social responsibility trait over the seven-day period of April 24 to May 1, the week of the announcement. The company saw their score jump by 44 points throughout the week, starting out relatively low at a score of 31 (well below average) and finishing at a score of 75 (well above average). This is just another great example of how giving back to your community when it needs you most almost always has a corresponding positive brand outlook, and will be a big help to those impacted.





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