February 1st, 2011

Show Me the Market

BOSTON -

Lots of the response to the energy-related portion of the president’s State of the Union address has understandably focused on a few specific goals: 80% of electricity from “clean” sources by 2035; end subsidies to oil companies; 1 million electric vehicles on the road by 2015.

But I’d argue the most important line of the speech was not the mention of any of these specific goals.  It was this:

Clean energy breakthroughs will only translate into clean energy jobs if businesses know there will be a market for what they’re selling.

Commit that one to memory.

Energy innovation is a critical component of a national energy strategy.  On that much we all agree.  But as I’ve written before, innovation hinges on more than increased R&D.  The point of that post was this:

Ours is both a technological challenge and a deployment  challenge.

Creating demand for clean energy – whether through a price on carbon, a clean electricity standard, or some other mechanism – is critical not just for today’s emissions reductions, but for tomorrow’s.

As the IPCC puts it:

The set of available technology defines what might be deployed, and the use of technology affords learning that can guide R&D programmes or directly improve technology through learning-by-doing.

Deployment speeds innovation. Any serious clean energy strategy needs to take that basic fact into account.  Obama made clear that he understands that, but it bears repeating.  We have the innovation resources to excel in clean energy.  Now we need to build a market.

Photo Courtesy: knittymarie

Tagged Clean Energy, Obama, state of the union |

July 27th, 2010

Green Marketing or Green Washing?

BOSTON -

So last month I spouted off about labels on food and the enforcement behind them.  The topic is a confusing once since there is very little regulation, which leads to consumer confusion.  There are however, guidelines with the FTC that prevent green washing in marketing under the banner of Truth in Advertising. Unfortunately most businesses have very little knowledge of these guidelines, due to their lack of enforcement, and therefore even the most sustainably-minded companies are often guilty of green washing.  But the Obama administration has stated that enforcement of these guidelines is a priority going forward, so consumers are about to get some clarity!

To check out the green guides for yourself you can read them at the FTC website.  Or you can keep reading for a snarky summary. Continue Reading >

Tagged advertising, FTC, green business, green guides, green marketing, green washing, Marketing, Obama, Sustainable Business |