Brands over time

So Energy
over time

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

53 of So Energy's own blog posts, press releases and announcements, 2018 to 2022, measured sentence by sentence, 34 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
53
Years covered
2018–22
Archived before ChatGPT
34
Blog · press
48 · 5

01 · Homepage

One capture a year

So Energy's homepage from 2017 to 2025, 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.

2025so.energy30 Jun 2025
So Energy homepage, 30 Jun 2025

Screenshot of So Energy’s homepage (so.energy) as archived by the Internet Archive on 30 Jun 2025. © So Energy or its licensors. Shown for comparison and review; not endorsed by So Energy.

Homepage

2025

“Easy on the Planet Easy for You”

Page title

Welcome to So Energy

Open on the Internet Archive
  1. 2017Customers save over £250* by switching to us.
  2. 2018Great value green energy
  3. 2019Great Value Green Energy Made Easy
  4. 2022Your Green Energy Supplier For Good
  5. 2023Join today for Green energy and Great Service
  6. 2025Easy on the Planet Easy for You

9 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.
8
16
24
Energy avg 14.8
16.0
20.9
19.1
17.6
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
20186 pp
2019no pages
20201 pp
202111 pp
202216 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201816.06
202020.91
202119.111
202217.616

Years with pages: 2018 (6), 2020 (1), 2021 (11), 2022 (16). 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

So 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. Em dashes

    66% less than its sector

    1.02 against a sector average of 2.96; 3rd lowest of 11.

  2. Questions

    44% more than its sector

    5.6 against a sector average of 3.9; 2nd highest of 11.

  3. Contractions

    26% more than its sector

    20.8 against a sector average of 16.5; 2nd highest of 11.

Sentence length4th highest of 11
So Energy 15.7
13.316.4
Contractions2nd highest of 11
So Energy 20.8
8.024.4
"You"Mid-table, 5th of 11
So Energy 52%
28%85%
"We"Mid-table, 7th of 11
So Energy 38%
14%65%
Questions2nd highest of 11
So Energy 5.6
1.77.1
Long words2nd lowest of 11
So Energy 21%
19%32%
Em dashes3rd lowest of 11
So Energy 1.02
0.157.68
AI-associated words3rd lowest of 11
So Energy 0.68
0.552.62
Exclamations2nd highest of 11
So Energy 1.59
0.001.86
Page length4th lowest of 11
So Energy 844
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.

04 · Vocabulary

Words So 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.

coral9.9 vs 0.1
cells13.6 vs 0.7
mental13.2 vs 0.7
ripple8.2 vs 0.1
compulsory8.6 vs 0.1
publish8.6 vs 0.3
time-of-use12.3 vs 0.8
placement8.6 vs 0.4
groundwork6.6 vs 0.1
panels78.1 vs 19.3
awarded11.5 vs 0.9
invisible5.8 vs 0.2
So EnergySector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 53 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · 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.

201822 Jun · BlogArchived copy
“I’m sure you’ve heard this combination of words before, perhaps even studied CO2in your school science class. Maybe you've seen them on an advert on the train, or even on the TV, and we’re all now pretty used being told that ‘we’re using too much CO2’, but what exactly is carbon dioxide, and why is its effect on our environment so dire?”
Coral Bleaching and CO2
201810 Aug · BlogArchived copy
“You may have seen the ads on TV by now and even done some of your own research. Energy suppliers being able to read meters remotely, and you being able to track your usage in pounds and pence on an in-home device. So, what exactly is a smart meter? How do they work? And when will we be rolling them out to you?”
Are smart meters really that smart?
20212 Jun · BlogArchived copy
“Moving house tends to come with a to-do list as long as your arm. But how many of us think about how to make the moving process as low-impact on the environment as possible?”
So Energy
20221 Jun · BlogArchived copy
“I’ve been at So Energy since July 2017. When I joined, there were only about 30 of us working on the team!”
So Energy

06 · Every page

All 53 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 53 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

202216 pages
202111 pages
  • So Energy17 Sep 2021 · blog · 835 words · archived
  • So Energy16 Sep 2021 · blog · 551 words · archived
  • So Energy27 Aug 2021 · blog · 598 words · archived
  • So Energy18 Aug 2021 · blog · 718 words · archived
  • So Energyby Aug 2021 · blog · 399 words · archived
  • So Energy5 Jul 2021 · blog · 1,352 words · archived
  • So Energy2 Jun 2021 · blog · 632 words · archived
  • So Energy16 Mar 2021 · blog · 644 words · archived
  • So Energy24 Feb 2021 · blog · 1,534 words · archived
  • So Energy15 Feb 2021 · blog · 1,079 words · archived
  • So Energy2021 · blog · 619 words · archived
20201 page
  • So Energy14 Dec 2020 · blog · 231 words · archived
20186 pages
In the overall numbers, no year19 pages

07 · Method

How this was measured

The pages

So 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?.