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 at that time. Independent research has shown that this approach has been successful. GasTerra has now become a fixed and known value in the Groningen community.
As brand awareness has now reached a high enough level, we have shifted our attention to emphasising our economic and social significance and promoting our vision and knowledge 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, six sub themes have been identified: GasTerra inspires, GasTerra sustains, GasTerra researches, GasTerra takes action, GasTerra shares and GasTerra connects. A special section of the GasTerra Doet website has been set up for this purpose, examining the various activities undertaken in the context of each sub theme in more depth.
In the past few years we have increasingly switched our focus to social sponsorship (good causes). This change of direction is related to changes in society and the demands we place on our role in it. The community is increasingly being asked to take responsibility for the quality and habitability of their living environment themselves. It is clear that companies as modern patrons have a special responsibility in this, and that includes GasTerra.
In this context, GasTerra launched the GasTerra for Groningen project in 2015. This is an initiative in which we investigate how – apart from sponsorship and donations – we can make a contribution to the structural strengthening of Groningen’s economy. 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.