Brands over time

Utilita
over time

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

70 of Utilita's own blog posts, press releases and announcements, 2015 to 2025, measured sentence by sentence, 47 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
70
Years covered
2015–25
Archived before ChatGPT
47
Blog · press
44 · 26

01 · Homepage

One capture a year

Utilita's homepage from 2004 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.

2026utilita.co.uk1 Jul 2026
Utilita homepage, 1 Jul 2026

Screenshot of Utilita’s homepage (utilita.co.uk) as archived by the Internet Archive on 1 Jul 2026. © Utilita or its licensors. Shown for comparison and review; not endorsed by Utilita.

Homepage

2026

“Solar for your home”

Page title

Utilita Energy | The UK’s number one Pay As You Go energy supplier

Open on the Internet Archive
  1. 2005Save 20% -- do you get it
  2. 2013Utilita offers the newest technology in smart metering with the best prepayment home energy supply available today...
  3. 2015Pre-pay the smart way
  4. 2019Simple tariff. Fair prices. Say hello to Smart Energy.
  5. 2021Pay As You Go energy made simple.
  6. 2025Solar for your home

23 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.
6
12
18
Energy avg 14.8
11.4
11.5
12.7
9.9
14.2
15.1
11.4
14.6
ChatGPT · Nov 2022
20157 pp
20169 pp
20177 pp
2018no pages
20196 pp
20203 pp
202126 pp
20224 pp
2023no pages
2024no pages
20257 pp
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201511.47
201611.59
201712.77
20199.96
202014.23
202115.126
202211.44
202514.67

Years with pages: 2015 (7), 2016 (9), 2017 (7), 2019 (6), 2020 (3), 2021 (26), 2022 (4), 2025 (7). 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

Utilita 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"

    53% more than its sector

    65% against a sector average of 42%; highest of 11.

  2. Questions

    46% less than its sector

    2.1 against a sector average of 3.9; 3rd lowest of 11.

  3. "You"

    45% less than its sector

    28% against a sector average of 51%; 2nd lowest of 11.

Sentence lengthLowest of 11
Utilita 13.3
13.316.4
Contractions4th lowest of 11
Utilita 15.0
8.024.4
"You"2nd lowest of 11
Utilita 28%
28%85%
"We"Highest of 11
Utilita 65%
14%65%
Questions3rd lowest of 11
Utilita 2.1
1.77.1
Long wordsMid-table, 6th of 11
Utilita 24%
19%32%
Em dashes3rd highest of 11
Utilita 4.26
0.157.68
AI-associated wordsMid-table, 6th of 11
Utilita 1.01
0.552.62
Exclamations4th highest of 11
Utilita 1.39
0.001.86
Page lengthLowest of 11
Utilita 668
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 Utilita 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.

top-up21.9 vs 0.4
recaptcha26.5 vs 1.3
mobile21.9 vs 0.9
accessibility15.0 vs 0.2
court10.8 vs 0.2
smets17.3 vs 1.1
ford10.8 vs 0.2
accessories10.0 vs 0.2
prepayment19.2 vs 1.8
chatbot10.0 vs 0.0
hub15.4 vs 1.3
practice13.5 vs 1.0
UtilitaSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 70 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.

2015Mar (archived by) · PressArchived copy
“Did you know that the 10th January was ‘National Cut Your Energy Costs Day’? It’s surprisingly hard to keep up with all the national and international day events (there is actually a ‘Bittersweet Chocolate with Almonds Day’) so we made a point to write this exciting energy-based event into the diary.”
National Cut Your Energy Costs Day - News - Utilita Energy: pre-pay the smart way
2017Jan (archived by) · PressArchived copy
“Smart metering, as with Internet shopping for retail, has the potential to change the market and customers’ experience of it, particularly in the case of prepayment energy. 19% of people in the UK use prepayment meters to pay for their energy and this number is expected to rise, furthermore a disproportionate number of prepayment meter users are on low incomes.”
Why not pre-pay?
2021May · Blog
“The information in this blog is outdated and does not reflect our current goals and mindset. Discover how Utilita are working towards a moresustainable future.”
A lightbulb moment - News
2025Jan · Blog
“At Utilita, we believe in transparency and fairness for energy consumers. That’s why we’re calling for a rethink of the green tariffs, which are predominantly backed by Renewable Energy Guarantees of Origin (REGO) and Power Purchase Agreement (PPA) system - a mechanism that is being exploited to mislead customers into thinking they are supporting green energy when - in many cases - they are not.”
Why Green Tariffs are misleading, and why it’s time for change - News

06 · Every page

All 73 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 70 count towards the measures; the rest were not measured (3 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20257 pages
20224 pages
202126 pages
20203 pages
20196 pages
20177 pages
20169 pages
20157 pages
In the overall numbers, no year1 page
Not measured3 pages

07 · Method

How this was measured

The pages

Utilita'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?.