Danish energy giant Ørsted, formerly DONG Energy, transformed itself from a builder and operator of coal-fired power stations to a renewable energy business, using its weight to stimulate a young market and adapting its brand to its new mission. 

Why it matters

The energy sector must decarbonise but doing so requires some of the most extensive business transformations that it is possible for companies to pull off. Ørsted’s story reflects the many considerations a business must address ahead of transformation, including the effort that needs to be put into communications. 

Takeaways

• Ørsted, which listed on the stock market mid-way through...