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 EDF have partnered with Enterprise Nation to support small businesses in becoming more sustainable and more connected.
Why sustainability matters to customers
Sustainability isn’t just a buzzword – it’s a business imperative. And for small businesses, it’s a powerful way to connect with customers on a deeper level. But the journey toward sustainability can often feel overwhelming, especially for small businesses juggling limited time and resources. That’s why EDF and Enterprise Nation are focused on providing step-by-step, practical guidance – helping small businesses take meaningful action without the guesswork.
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.
Check out 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 create emotional bonds
Customers don’t just buy products – they invest in brands and experiences. When they see a business making eco-conscious choices, it can create a sense of shared purpose.
3. Community engagement creates advocates
Local initiatives turn buyers into loyal supporters and brand ambassadors.
4. Stand out with purpose
Small businesses may not have the marketing budgets of big brands, but they have something more powerful: authenticity. Sustainability can be a unique selling point that sets them apart from 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 – check out 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, boosting the community economy.
- Build trust by knowing the source and quality of their products.
- 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 offer a pop-up retail program for small businesses - offering flexible, high-visibility spaces, which enables small businesses to test ideas, grow their brand and reach new audiences – without the pressure of long-term leases. From bakers in shopping centres to sustainable fashion on the high street, these pop-ups are opening doors – literally and figuratively.
👉 Explore pop-up opportunities
The power of great service: Lessons from EDF’s journey and our partnership with Enterprise Nation
At EDF, we believe that great service is the foundation of trust. It’s not just about solving problems, it’s about being there for our customers when it matters most. That’s why we’ve partnered with Enterprise Nation, an organisation that shares our commitment to helping businesses grow through meaningful support and customer-first thinking.
Our journey: from challenge to change
Over the past 18 months, we’ve been on a journey to deliver industry-leading service. We made a strategic decision to upgrade our CRM system to Kraken - giving us 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 time, some customers experienced longer wait times than we’d like. But we didn’t stand still - we took action.
Find out more about how our migration went
We’re proud to share some of the key improvements we’ve made:
- Successful migration:
We completed the migration of 360,000 small business customer accounts in just 12 months - Time to answer (TTA):
We’ve significantly reduced our TTA in recent months and currently answer calls between 4-5 minutes. This means customers are getting help faster and with less frustration. - Email response time:
Our written response times have improved steadily - from 55% of responses within 2 working days in Q1, to 70% in Q2, with June currently showing further improvements. There’s still room to grow, but the trend is strong and positive. - Trustpilot reviews:
Our Trustpilot score has consistently remained between 4.5 and 4.7 (‘Great’), with several weeks recently reaching 4.8 and even 4.9 (‘Excellent’). These reviews often highlight the brilliant job EDF employees are doing, proof that our efforts are making a difference.
What small businesses can learn from our experience
Whether you’re just starting out or scaling up, here are some key lessons we’ve learned that can help you deliver great service:
- Always have a plan but stay flexible.
Customer needs can shift quickly. Be ready to adapt. - Invest in your people.
Your team is your greatest asset. Make sure they understand your vision and feel empowered to deliver it. - Put your customers at the centre.
Ask for feedback, listen actively, and act on what you hear. - Experiment and learn.
Not everything will work the first time. That’s okay, learn quickly and move forward. - Use the right tools.
The right systems can transform how you serve and scale. - Celebrate progress but never stop improving.
Even when things are going well, there’s always more you can do to raise the bar.
Looking ahead with Enterprise Nation
Our partnership with Enterprise Nation is about more than collaboration – it’s about shared purpose. Together, we’re committed to helping small businesses thrive by sharing insights, offering support, and championing the power of great service.
