Teaching the children.

What we have noticed through researching energy providers is most of them actively talk to and educate kids in some way.

-British Gas has 'Green Generation'
-N-Power has 'Green SOS competition'
-EDF has 'The Pod'

In our opinion they do this for a few reasons, firstly to instill the green values in children at such an early age is beneficial to the future of the planet in general, furthermore if the children grown up relating that particular brand to these values it will pay off when they become bill paying customers, in other words they are investing in them long term.
Secondly, if these children learn these values away from there parents (at school, on the tv/internet etc) it could have an effect on the kids parents by proxy, changing the way existing potential customers view E.ON (not just any electricity company, but one that teaches there children positive values).

BUT, what we have noticed is E.ON have no such initiative, they seem to talk very technically and efficiently (being German) and only in a very adult voice, maybe they need a softer, more caring image.