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The Benefit of Localization for European Cleantech Startups: The Case Study of Tado

For cleantech startups, localization emerges as a crucial factor for success. Localization involves adapting products, services and marketing to meet the linguistic, cultural, and regulatory needs of diverse markets. Throughout this blog post, we'll analyse the significance of localization through the story of Tado, a German cleantech company, highlighting key strategies and the results they entailed.

I. Overview of the European Cleantech Startup Ecosystem

Europe is home to a thriving ecosystem of cleantech startups, focused on sustainability, renewable energy, and environmental technologies. Countries like Germany, Sweden, the UK, and France lead the way in cleantech innovation, attracting significant investments and fostering entrepreneurial growth. The European Union's commitment to carbon neutrality by 2050 and clean energy further accelerates the growth of cleantech startups across the continent. However, entering diverse European markets presents unique challenges, that must be treated effectively in order to build the sustainable ecosystem the continent aspires to. This also highlights the importance of effective communication and sensitisation strategies for B2B and B2C startups in this sector.

The cleantech startup ecosystem is dynamic, driven by technological advancements, growing consumer demand for sustainable solutions, and supportive government policies. Startups in this sector undertake innovative approaches to address pressing environmental challenges, including energy efficiency, waste management, water conservation, and clean transportation. Collaborations among startups, investors, research institutions, and public organizations create opportunities for innovation and entrepreneurship, propelling the growth of the cleantech industry in Europe. However, to boost Europe's Cleantech industry on a global scale, our region must play by its strengths, notably through collaboration between each of its stakeholders.

European street

II. Localization's Role in our Global Economy

This collaboration is made possible by boosting sales and trade within the EU regarding Cleantech solutions, particularly by implementing localization practices.

Localization is not just a tactical consideration; it's a strategic imperative in today's global economy. As businesses expand internationally, they face linguistic, cultural, and regulatory barriers that can impede market penetration and user adoption. By embracing localization, startups can unlock new growth opportunities, enhance customer engagement, and build trust among diverse audiences.

In a digitally interconnected world of cross-border commerce, localization enables seamless interactions between businesses and consumers. It allows startups to deliver personalized experiences tailored to specific markets, build stronger connections with their target customers and ultimately drive customer loyalty. Moreover, localization demonstrates a commitment to cultural diversity and inclusivity, positioning cleantech startups as responsible businesses contributing to sustainable development goals.

III. Localization Case Study: Tado, a German Cleantech Company

Tado demonstrates quite well the benefit of localization for cleantech startups. Tado is a German Cleantech enterprise revolutionizing home climate control with smart thermostat technology and energy-saving solutions.

The impact localization has had on this company's global operations and visibility is considerable. To expand globally, Tado implemented several key localization practices:

  • Language Adaptation: Tado offers its products and services in multiple languages, ensuring quality user experiences for its customers across Europe. The languages they chose to focus on are the following: English, French, Spanish, Italian, and obviously, German.. By translating their website and support material, in these languages, Tado caters to diverse linguistic needs while also using language to specify its target audiences and to whom the message is directed.

  • Cultural Sensitivity & Effective Communication: Tado utilizes engaging content to resonate with diverse audiences abroad. Adding up engaging content with frequent posts is key to connect deeper with foreign audiences. However, to increase their appeal on a regional scale and boost their brand image within European countries, they could even go a step further: by creating content strategies adapted to each of its target markets. This can be done by creating business pages on social media corresponding to each target language and culture. By doing so, they could benefit from a more engaged customer-base and a stronger brand-recognition within each target country.

  • Regulatory Compliance: Complying with regional regulations is paramount for cleantech startups like Tado. They ensure that their products meet energy efficiency standards and data protection laws specific to each market they enter, overcoming regulatory barriers, building credibility in foreign markets and trust among consumers.

IV. The Results of Localization for Tado

The impact of localization on Tado's global expansion has been profound. By embracing localization practices, Tado achieved:

  • Increased Market Penetration: Tado successfully entered new European markets and gained market share by addressing local needs and preferences.

  • Enhanced User Engagement: Localized content and support led to improved user engagement and customer satisfaction rates.

  • Brand Loyalty and Trust: Localization efforts strengthened Tado's brand reputation, positioning them as a trusted provider of sustainable home technology solutions.

V. Key Localization Strategies for Cleantech Businesses

For cleantech startups looking to internationalize, adopting effective localization strategies is essential:

  • Invest in Quality Translation Services: Work with experienced translators to accurately share your message and avoid misunderstandings in local languages.

  • Adapt User Interfaces: Customize user interfaces to accommodate language preferences and cultural norms. The aim behind this is to boost user experience in each language to maximise customer satisfaction and ultimately, customer loyalty.

  • Tailor Marketing Campaigns: Craft targeted marketing campaigns that resonate with local audiences and highlight the environmental benefits of your products or services in a way that resonates best with them is a key thing to consider when expanding your marketing strategy to foreign markets. Each culture has its own norms and mentalities lived by its local consumers.

  • Localized Product Features: Customize product features to meet the specific needs and preferences of each market. This means adapting your products aspects of your products such as: packaging, product labeling and features associated to the product. The key mindset to adopt is to think about what each of these consumers are looking for in a product similar to yours: simplicity, security, innovation, a daily, or a weekly use of it.

  • Community Engagement: Engage with local communities through partnerships, events, and initiatives that promote environmental awareness and sustainability. Building partnerships in a market you intend to expand to is crucial to build a brand image and reputation within this new market. Build associating with local actors you can gain credibility, build more trust between your brand and consumers, and boost your overall visibility.


In conclusion, localization is a key to consider using for European cleantech startups seeking to scale globally. Tado's journey underscores the benefit of localization on its market expansion, customer relationships, and business success. As the cleantech sector continues to gain attractivity and momentum, integrating effective localization strategies will be essential for startups to thrive in a competitive international landscape, boost their solutions' visibility and ensure their democratisation among customers worldwide. By embracing cultural diversity, linguistic adaptation, and regulatory compliance, cleantech entrepreneurs can unlock the full potential of their innovations and make a meaningful impact on a global scale.

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