“Work begins in Sandy, Bedfordshire on Monday 25 January, and the 100 metre tall wind turbine will generate around two million units of green energy every year, equivalent to over half of the electricity the RSPB uses across its 127 UK locations (note 2).”RSPB & Ecotricity to build new turbine in green energy partnership - News
Ecotricity
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
27 of Ecotricity's own blog posts, press releases and announcements, 2015 to 2021, measured sentence by sentence, 27 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 11 other energy suppliers, and what it sounds like in its own words.
- Pages measured
- 27
- Years covered
- 2015–21
- Archived before ChatGPT
- 27
- Blog · press
- 0 · 27
27 pages only. The writing numbers on this page are context, not findings: there are no sector rankings or comparisons below 30 pages.
01 · Homepage
One capture a year
Ecotricity's homepage from 2003 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Ecotricity’s homepage (ecotricity.co.uk) as archived by the Internet Archive on 23 Jun 2026. © Ecotricity or its licensors. Shown for comparison and review; not endorsed by Ecotricity.
Homepage
2026
“Britain’s overall greenest energy company”
Page title
Britain’s Overall Greenest Energy Company | Ecotricity
- 2005Where your money goes
- 2008What the papers say
- 2010Choose green electricity from the UK’s greenest electricity company without spending more.
- 2014Our Green Energy
- 2019Join the green revolution
- 2026Britain’s overall greenest energy company
24 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2015 | 13.5 | 4 |
| 2016 | 14.5 | 5 |
| 2017 | 16.4 | 5 |
| 2018 | 15.4 | 4 |
| 2019 | 12.1 | 4 |
| 2020 | 16.8 | 4 |
| 2021 | 15.4 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2015 | 1.04 | 4 |
| 2016 | 0.95 | 5 |
| 2017 | 0.87 | 5 |
| 2018 | 0.66 | 4 |
| 2019 | 0.73 | 4 |
| 2020 | 0.70 | 4 |
| 2021 | 0.80 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2015 | 9.9 | 4 |
| 2016 | 10.8 | 5 |
| 2017 | 16.6 | 5 |
| 2018 | 27.3 | 4 |
| 2019 | 19.2 | 4 |
| 2020 | 20.0 | 4 |
| 2021 | 12.8 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "You" | Pages |
|---|---|---|
| 2015 | 39% | 4 |
| 2016 | 26% | 5 |
| 2017 | 26% | 5 |
| 2018 | 71% | 4 |
| 2019 | 71% | 4 |
| 2020 | 47% | 4 |
| 2021 | 22% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "We" | Pages |
|---|---|---|
| 2015 | 53% | 4 |
| 2016 | 63% | 5 |
| 2017 | 62% | 5 |
| 2018 | 22% | 4 |
| 2019 | 21% | 4 |
| 2020 | 49% | 4 |
| 2021 | 67% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Questions | Pages |
|---|---|---|
| 2015 | 2.7 | 4 |
| 2016 | 1.6 | 5 |
| 2017 | 0.5 | 5 |
| 2018 | 2.2 | 4 |
| 2019 | 3.0 | 4 |
| 2020 | 2.4 | 4 |
| 2021 | 0.0 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Exclamations | Pages |
|---|---|---|
| 2015 | 0.00 | 4 |
| 2016 | 0.00 | 5 |
| 2017 | 0.00 | 5 |
| 2018 | 1.68 | 4 |
| 2019 | 3.24 | 4 |
| 2020 | 1.51 | 4 |
| 2021 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Long words | Pages |
|---|---|---|
| 2015 | 26% | 4 |
| 2016 | 27% | 5 |
| 2017 | 25% | 5 |
| 2018 | 19% | 4 |
| 2019 | 20% | 4 |
| 2020 | 20% | 4 |
| 2021 | 27% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Em dashes | Pages |
|---|---|---|
| 2015 | 8.96 | 4 |
| 2016 | 6.38 | 5 |
| 2017 | 11.76 | 5 |
| 2018 | 8.54 | 4 |
| 2019 | 5.71 | 4 |
| 2020 | 4.70 | 4 |
| 2021 | 5.09 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2015 | 3.09 | 4 |
| 2016 | 0.40 | 5 |
| 2017 | 0.00 | 5 |
| 2018 | 0.16 | 4 |
| 2019 | 0.00 | 4 |
| 2020 | 0.46 | 4 |
| 2021 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2015 | 1.64 | 4 |
| 2016 | 0.00 | 5 |
| 2017 | 0.00 | 5 |
| 2018 | 0.16 | 4 |
| 2019 | 0.00 | 4 |
| 2020 | 0.23 | 4 |
| 2021 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2015 | 0.93 | 4 |
| 2016 | 2.00 | 5 |
| 2017 | 1.44 | 5 |
| 2018 | 0.64 | 4 |
| 2019 | 0.00 | 4 |
| 2020 | 0.63 | 4 |
| 2021 | 5.09 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2015 | 0.00 | 4 |
| 2016 | 0.00 | 5 |
| 2017 | 0.00 | 5 |
| 2018 | 0.53 | 4 |
| 2019 | 0.00 | 4 |
| 2020 | 0.23 | 4 |
| 2021 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2015 | 480 | 4 |
| 2016 | 706 | 5 |
| 2017 | 496 | 5 |
| 2018 | 1,059 | 4 |
| 2019 | 593 | 4 |
| 2020 | 968 | 4 |
| 2021 | 393 | 1 |
Years with pages: 2015 (4), 2016 (5), 2017 (5), 2018 (4), 2019 (4), 2020 (4), 2021 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
Ecotricity among energy suppliers
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Ecotricity has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.
Pages measured: ScottishPower 220 · Utilita 70 · Good Energy 290 · Ecotricity 27 · Outfox the Market 0 · Fuse Energy 232 · Octopus Energy 289 · British Gas 199 · EDF 280 · OVO 157 · E.ON Next 132 · So Energy 53. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
04 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“Following a plant-based diet on a budget doesn’t mean you have to live off potatoes. We’ve put together a handy guide on how to stick to a vegan diet without breaking the bank.”How to go vegan on a budget
“On Monday (16 March) the UK government announced that everyone should now be socially distancing themselves from others and in some cases self-isolating to slow the spread of the coronavirus (COVID-19).”Energy saving tips from Ecotricity when working from home
“When we first set up in 1996, we were the world’s first green energy company. Our purpose remains the same: to change the way energy is made and used in Britain and to fight the climate crisis.”Supporting our team, communities and the NHS in the fight against COVID-19
05 · Every page
All 29 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 27 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.
20211 page
- Ecotricity to power homes with Geothermal energy in UK first2021 · press · 393 words · archived
20204 pages
- Energy saving tips from Ecotricity when working from home2020 · press · 1,263 words · archived
- World Earth Day: 50 years of bee decline2020 · press · 1,085 words · archived
- Ecotricity powers LEON Restaurants2020 · press · 424 words · archived
- Supporting our team, communities and the NHS in the fight against COVID-192020 · press · 1,099 words · archived
20194 pages
- Seven plastics hidden around your home – Ecotricity2019 · press · 793 words · archived
- Black bean brownies – Ecotricity2019 · press · 269 words · archived
- Vegan Nutella - Ecotricity2019 · press · 233 words · archived
- The Ecotricity Guide to sustainable tourism – Ecotricity2019 · press · 1,076 words · archived
20184 pages
- 5 ways to have a green Bonfire Night – EcotricityMay 2018 · press · 550 words · archived
- How to go vegan on a budget2018 · press · 710 words · archived
- Join the fight against fracking2018 · press · 1,391 words · archived
- The Ecotricity guide to going vegan2018 · press · 1,583 words · archived
20175 pages
- Ecotricity announces first energy storage project - News2017 · press · 416 words · archived
- Vivienne Westwood: Green is the new black2017 · press · 306 words · archived
- Ecotricity and Rolec launch Fully Charged Bundle - 20172017 · press · 555 words · archived
- Six scary facts about climate change – Ecotricity2017 · press · 650 words · archived
- Ecotricity turns on England’s last wind park - 20172017 · press · 554 words · archived
20165 pages
- Ecotricity to consider appeal after Green Gas Mill rejection - News2016 · press · 515 words · archived
- RSPB windmill begins generating green energy - News2016 · press · 802 words · archived
- RSPB & Ecotricity to build new turbine in green energy partnership - News2016 · press · 1,231 words · archived
- Motorway signs to feature energy company logo for first time - News2016 · press · 504 words · archived
- Amazing time-lapse footage of windmill construction - News2016 · press · 480 words · archived
20154 pages
- Ecotricity to cut gas bills by 6.1% - News2015 · press · 490 words · archived
- Eco Park nature reserve plan to create wetland and improve biodiversity - News2015 · press · 536 words · archived
- Ecotricity launches new approach to transform small wind sector - News2015 · press · 549 words · archived
- Ecotricity announces funding evolution with Aviva Investor financing - News2015 · press · 344 words · archived
Not measured2 pages
- Microsoft Word - Carbon calculator report DN version-v5.docx19 Sep 2021 · info_pack · 7,130 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- News Archive - Newsby Feb 2015 · press · 121 words · archivedUnder 150 words of text: too short to measure
06 · Method
How this was measured
The pages
Ecotricity's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.