How woke is Ameren?

Introduction

When you think of a utility company, you probably picture one focused on keeping the lights on, not pushing social agendas. But Ameren, the utility provider serving much of Missouri and Illinois, has taken a different path. 

The company’s recent commitment to DEI (Diversity, Equity, and Inclusion), LGBTQ+ rights, and climate justice initiatives has made some question whether it’s getting too “woke” for a utility company. Let’s investigate how Ameren’s policies impact its brand and why customers should care.

Financial Contributions to Progressive Causes

If Ameren’s spending is any indicator, this company supports social and environmental causes, financially and otherwise. According to their community focus areas page, Ameren says, “Our focus areas support efforts that strengthen communities and advance social equity in education and energy solutions.” 

Then there’s the whole “climate justice” angle. Ameren’s Environmental and Sustainability report outlines its climate goals, which critics argue combine environmental priorities with a progressive social agenda. Instead of concentrating solely on keeping their services reliable, Ameren has invested in causes that, for some, feel like politicised environmentalism. 

The big question is: should a utility provider be this involved in social justice when energy reliability and affordability are key concerns for most customers?

Prioritization of DEI Policies

Diversity, Equity, and Inclusion are gospel in Ameren’s workplace culture. Their Diversity & Inclusion report boasts a workforce that mirrors “the diversity of the communities we serve.” It sounds noble, right? But the reality is Ameren’s approach includes hiring quotas and workforce representation goals based on identity, which means traditional merit-based hiring could be taking a backseat.

An article in Transmission & Distribution World even highlights Ameren for “driving innovation through diverse perspectives”, emphasizing the company’s focus on representation over qualifications. For those concerned about a company’s focus on merit, this DEI commitment might feel like a shift away from prioritizing competence in favor of identity.

Mandatory Training Sessions

Ameren goes beyond hiring quotas. They require mandatory training sessions on concepts like implicit and unconscious bias—terms we often hear associated with critical race theory. These sessions are part of Ameren’s Leaders Academy and aim to help employees “recognize and mitigate unconscious biases in their interactions.”

Here’s the issue: while some employees might welcome this type of training, others could feel that mandatory sessions push a certain ideology. Critics argue that these sessions might label people as biased without really knowing them, which can create tension rather than unity in the workplace. 

Should a utility company be telling its employees how to think and feel about these complex social issues?

Support for LGBTQ+ Initiatives

Ameren has earned high marks from the Human Rights Campaign for being an LGBTQ equality workplace, and their public support doesn’t stop there. They host and fully participate in River City Pride Fest, Pride Kick-Off Party, and other Pride celebrations, making their stance on LGBTQ+ rights clear.

Ameren also declared, “Recognition as an LGBTQ equality workplace is a testament to our dedication to inclusion and equity for all employees.” While supporting employee rights is commendable, some customers might question whether this level of advocacy is necessary for a utility provider. 

Does a company that provides electricity need to be this vocal about LGBTQ+ rights? For some, this focus might feel excessive—especially if they’re looking for a brand that keeps its attention on core services.

Marketing and Branding

Ameren’s messaging doesn’t stop at DEI and LGBTQ+ initiatives; it’s baked into its marketing. In its media room, Ameren consistently talks up its milestones in “renewable energy” and “sustainable growth.” For example, a recent press release celebrated its role in “setting milestones in reliable and responsible energy.” But how many customers are looking for their utility provider to play a role in global sustainability?

While this eco-conscious branding might attract a progressive, environmentally-minded audience, it could also be a turn-off for those who want reliable, affordable energy without social activism. For them, Ameren’s heavy emphasis on green energy and progressive causes might feel out of place in the utility industry, where staying neutral on hot-button issues is often the safer route.

Conclusion

Ameren is a textbook case of a company that’s embraced the woke playbook, focusing on social justice, environmental activism, and progressive inclusion. Some customers might applaud this approach, feeling Ameren is on the “right side” of current social issues. 

However, this direction might seem unnecessary and distracting for those who prefer businesses to avoid politics and social issues. Ameren proves that even utility companies aren’t immune to the pressure to be socially engaged. 

But when energy companies adopt woke policies, the real question remains: Does this add value for their customers, or is it simply virtue signaling? Time will tell if this progressive shift benefits Ameren’s brand or alienates customers who prefer their energy providers to be… well, all about energy.