Brands over time

Good Energy
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

290 of Good Energy's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 59 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
290
Years covered
2015–26
Archived before ChatGPT
59
Blog · press
188 · 102

01 · Homepage

One capture a year

Good Energy's homepage from 2009 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.

2026goodenergy.co.uk29 Jun 2026
Good Energy homepage, 29 Jun 2026

Screenshot of Good Energy’s homepage (goodenergy.co.uk) as archived by the Internet Archive on 29 Jun 2026. © Good Energy or its licensors. Shown for comparison and review; not endorsed by Good Energy.

Homepage

2026

“THE WORLD NEEDS MORE GOOD ENERGY”

Page title

Ranked No.1 for British-Made Renewable Electricity | Good Energy

Open on the Internet Archive
  1. 2009POWER FROM THE PEOPLE
  2. 2015Recommend a friend to Good Energy
  3. 2018Renewable power that's UK generated & Creating a greener future
  4. 2020even when we act alone, we stand together
  5. 2023The green energy experts since 1999
  6. 2026THE WORLD NEEDS MORE GOOD ENERGY

18 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.

Sentence lengthAverage words per sentence.
5
10
15
Energy avg 14.8
7.8
11.5
12.3
13.0
12.9
12.5
14.0
14.6
13.6
13.5
12.9
12.4
ChatGPT · Nov 2022
20157 pp
20169 pp
201710 pp
20189 pp
201914 pp
202020 pp
202130 pp
202229 pp
202318 pp
202426 pp
202532 pp
202626 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20157.87
201611.59
201712.310
201813.09
201912.914
202012.520
202114.030
202214.629
202313.618
202413.526
202512.932
202612.426

Years with pages: 2015 (7), 2016 (9), 2017 (10), 2018 (9), 2019 (14), 2020 (20), 2021 (30), 2022 (29), 2023 (18), 2024 (26), 2025 (32), 2026 (26). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 88 pages from before ChatGPT launched and 84 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 88 pp2024 to 2026 · 84 ppChange
Sentence length
13.613.0−5%
Sentence rhythm
0.750.77+3%
Contractions
10.812.4+15%
"You"
34%43%+9 pts
"We"
63%55%−8 pts
Questions
4.46.2+41%
Exclamations
0.060.15+141%
Long words
24%23%−0 pts
Em dashes
2.484.14+67%
AI-associated words
0.950.79−16%
AI-era marketing words
0.520.55+5%
Quieter LLM-favoured words
1.772.05+16%
AI-associated sentence shapes
0.210.12−43%
Page length
8361,021+22%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (88 pages); after = 2024 to 2026 (84 pages). Method: SGR-011.

04 · Against its sector

Good Energy 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. Select a dot to open that brand.

  1. "We"

    47% more than its sector

    62% against a sector average of 42%; 2nd highest of 11.

  2. "You"

    33% less than its sector

    35% against a sector average of 51%; 4th lowest of 11.

  3. Contractions

    27% less than its sector

    12.1 against a sector average of 16.5; 2nd lowest of 11.

Sentence length2nd lowest of 11
Good Energy 13.5
13.316.4
Contractions2nd lowest of 11
Good Energy 12.1
8.024.4
"You"4th lowest of 11
Good Energy 35%
28%85%
"We"2nd highest of 11
Good Energy 62%
14%65%
QuestionsMid-table, 5th of 11
Good Energy 4.7
1.77.1
Long wordsMid-table, 7th of 11
Good Energy 24%
19%32%
Em dashesMid-table, 5th of 11
Good Energy 3.10
0.157.68
AI-associated wordsMid-table, 7th of 11
Good Energy 0.87
0.552.62
Exclamations3rd lowest of 11
Good Energy 0.43
0.001.86
Page lengthMid-table, 7th of 11
Good Energy 862
6681,774

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.

05 · Vocabulary

Words Good Energy uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

renewable91.3 vs 24.3
generators25.4 vs 2.2
change46.1 vs 15.5
climate39.2 vs 12.4
export23.5 vs 5.4
improve22.0 vs 4.9
matching9.9 vs 0.4
cut23.5 vs 7.0
save41.3 vs 16.7
Good EnergySector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 290 pages. Checked for product names and page furniture.

06 · 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.

201712 Jan · BlogArchived copy
“Great news! The UK is a step closer to being powered by tidal lagoons as a review commissioned by the Government has come back in favour of this innovative new technology.”
Swansea Bay Tidal Lagoon
202011 Feb · BlogArchived copy
“Valentine’s Day gift giving racks up a surprisingly high environmental impact. But thankfully, it’s simple to make a romantic gesture that also shows some love for the planet.”
Green gift ideas for an eco-friendly Valentine’s Day
202219 Dec · Blog
“2022 has been a challenging year. This summer saw the hottest temperatures on record across huge parts of the Northern hemisphere, demonstrating the burning urgency of keeping control of climate breakdown. The ongoing energy crisis has been the most severe energy disruption in modern history, with prices never before seen for natural gas.”
Good climate news from 2022 so far
202510 Feb · Press
“Good Energy, the renewable electricity company, has introduced new transparency standards on where it sources its energy, laying down a challenge to the rest of the industry and calling for much greater clarity from other suppliers, amid claims that energy companies are “greenwashing”.”
New standards aim to tackle greenwash from renewable electricity suppliers

07 · Every page

All 293 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 290 count towards the measures; the rest were not measured (2 pdf report (annual report, info pack), 1 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

202626 pages
202532 pages
202426 pages
202318 pages
202229 pages
202130 pages
202020 pages
201914 pages
20189 pages
201710 pages
20169 pages
20157 pages
In the overall numbers, no year60 pages
Not measured3 pages

08 · Method

How this was measured

The pages

Good Energy'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?.