The heart of the high street: Community, sustainability and the power of great service

In an era where global brands can dominate the retail landscape, something quietly powerful is happening on Britain's high streets.

Independent businesses are coming together – not just to survive, but to thrive – by supporting one another and embracing sustainability as a shared mission.

EDF are proud to be Britain's biggest generator of zero-carbon electricity. But our mission to help the UK achieve net zero isn't just about energy – it's about empowering communities.

That's why we've partnered with Enterprise Nation to support small businesses in becoming more sustainable and more connected.

Why sustainability matters to customers

Today's consumers are more informed and values-driven than ever. They're looking for brands that reflect their ethics and make responsible choices. But why does this matter?

• Conscious consumption: Customers are actively choosing where to shop based on environmental and ethical practices.

• Transparency expectations: People want to know how products are made, sourced and delivered.

• Purpose sells: Businesses that show they care beyond profit connect with today's value-driven shoppers.

Read this blog on how EDF are empowering small businesses

The loyalty link: How sustainability builds stronger customer relationships

Sustainability doesn't just attract customers – it keeps them coming back. Here's how:

1. Trust and authenticity

Visible efforts like reducing waste or sourcing locally build authenticity and trust – the foundation of customer loyalty.

2. Shared values build emotional bonds

Customers don't just buy products – they invest in brands and experiences. When they see a business making eco-conscious choices, it helps create a sense of shared purpose.

3. Community engagement creates advocates

Local initiatives turn buyers into loyal supporters and ambassadors for your brand.

4. Standing out with purpose

As a small business, you may not have the marketing budget of bigger brands, but you do have something more powerful: authenticity. Sustainability can be a unique selling point that sets you apart from your competitors.

Simple steps to start your sustainability journey

You don't need to overhaul your entire operation to make a difference. Here are a few practical ways to begin:

• Switch to recyclable or compostable packaging

• Partner with local suppliers to cut transport emissions

• Offer discounts for reusable containers or bags

• Upgrade to energy-efficient lighting and appliances (see this blog for more tips)

• Share your sustainability story

With support from EDF and Enterprise Nation, small businesses across the UK are proving that sustainability and community go hand in hand.

From energy-saving tips to digital tools and networking opportunities, we're here to help high-street heroes thrive.

Local loyalty: How high-street businesses are supporting each other

Take a stroll down a vibrant high street and you'll spot it: a cafe serving sausages from the butcher next door, or a florist selling cards from the local stationery shop. These aren't just transactions – they're relationships.

When small businesses collaborate, they:

• keep money circulating locally, which boosts the community economy

• build trust by knowing their products' quality and source

• create a support network to weather challenges like rising costs or changing customer habits

This kind of collaboration turns the high street into more than just a shopping destination – it becomes a community hub.

Pop-up power: Creating opportunities with Enterprise Nation

Enterprise Nation has teamed up with SpaceandPeople on a pop-up retail programme for small businesses.

Through the programme, you can access flexible, high-visibility spaces you can use to test ideas, grow your brand and reach new audiences – without the pressure of committing to a long-term lease.

From bakers in shopping centres to sustainable fashion on the high street, these pop-ups are quite literally opening doors.

Explore pop-up opportunities available now

The power of great service: Lessons from EDF's journey from challenge to change

Over the past 18 months, we've been on a journey to deliver industry-leading service.

We made the decision to upgrade our CRM system to Kraken, so we'd have better tools to understand and support our customers. At the same time, we welcomed a large number of new customers, which brought opportunity.

This transition wasn't without its challenges – our teams were learning new systems while managing increased demand. During this period, some customers experienced longer wait times than we'd like. But we didn't stand still – we took action.

Here's how we improved:

• Dedicated more resources to our customer service teams

• Reorganised some roles, and made others more specialised, so we could work more quickly and accurately

• Streamlined internal processes to reduce delays

• Listened to customer feedback (especially through Trustpilot) to help guide our changes

What your small business can learn from our experience

Whether you're just starting out or scaling up, here are 12 key lessons we've learned that can help you deliver great service:

1. Always have a plan but stay flexible.

2. Customer needs can shift quickly. Be ready to adapt.

3. Invest in your people.

4. Your team is your greatest asset. Make sure they understand your vision and feel empowered to deliver it.

5. Put your customers at the centre.

6. Ask for feedback, listen actively and act on what you hear.

7. Experiment and learn.

8. Not everything will work the first time. That's OK – learn quickly and move forward.

9. Use the right tools.

10. The right systems can transform how you serve and scale.

11. Celebrate progress but never stop improving.

12. Even when things are going well, there's always more you can do to raise the bar.

Relevant resources

• Energy-saving tips: How to save cash and carbon

• Energy-saving tips for small businesses [INFOGRAPHIC]

Bringing new energy to the UK's high-street businesses

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