GasTerra has translated the three well-known pillars of corporate social responsibility People, Planet, Profit into Gas, Green and Groningen. The choice of Groningen was obvious. We consider it very important to make a meaningful contribution to the local community of which we are part. We do this by participating in different projects and initiatives which focus on greening our society, such as Sustainable Ameland and EnTranCe. GasTerra also sponsors various activities in the areas of sports, culture and social life.
After the establishment of GasTerra as an independent company in 2005, the emphasis in sponsorship policy was on activities and projects that could increase the brand awareness of the new company in the region. The most important example of this is our financial support to Groningen’s professional basketball club Donar. By connecting the name of our company to the team (GasTerra Flames), we generated maximum publicity. Independent research has shown that this approach has been successful. GasTerra has become a fixed and known value in the Groningen community.
Now that the brand awareness has reached a high enough level, we are shifting our attention to emphasising our economic significance and promoting our vision of the energy and climate issue. One of the ways that we are doing this in practice is through the ‘GasTerra Doet’ (‘GasTerra Does’) campaign. Within this theme, five sub themes have been identified: GasTerra inspires, GasTerra sustains, GasTerra researches, GasTerra takes action and GasTerra connects. Depending on the activity, GasTerra expands on the sub themes on the website and elsewhere to raise awareness of its role in society.
In addition, we are gradually going to shift our focus to social sponsorship. This change of direction is related to changes in society and the demands we place on our role in society. The community is increasingly being asked to take responsibility for the quality and habitability of their living environment themselves. The nature of the welfare state is changing, it is becoming more austere. Enterprises cannot and should not fill the gap created by this, but they can help to ease the transition to what has become known as the participatory society.
In 2015, GasTerra also launched the GasTerra for Groningen project, in which we investigate how – apart from sponsorship and donations – we can make a contribution to strengthening the economy of the region in the long term. In launching this project we are also mindful of improving our image, the image of gas, and knowledge of the role of GasTerra in the province of Groningen.