Green Options

Sigourney Weaver narrates “Acid Test“, an illuminating and terrifying NRDC documentary that explains how quickly our planet’s oceans are acidifying due to all of the carbon dioxide that we are pumping into our air. This pollution is causing rapid changes in our oceans’ chemistry that will completely disrupt all life on the planet as we know it on a scale that has not been seen for tens of millions of years.

Did you notice something different on the back pages of The Order of the Phoenix? If you live in the Canadian market, you might. The fifth book in the Harry Potter series has something unusual on its back pages. It’s an environmental audit.

The audit, produced using New Leaf Paper’s Eco Audit Calculator, uses New Leaf EcoBook paper, which uses 100% postconsumer waste. This is something new in the book market, which is normally so sensitive to price.

While the paper does cost more than virgin, these costs are offset by the extreme environmental benefits of switching to paper made with 100% postconsumer fiber. Because virgin paper costs less than recycled papers, the book industry has traditionally gone almost exclusively with virgin stocks. But Scholastic decided to make an environmental statement — a big one.

According to the audit, on the 950,000 print run, this simple switch resulted in a savings of 29,600 trees, 12.4 million gallons of water, 20,300 BTUs of energy, 1.4 million pounds of solid waste, and 2.7 million pounds of greenhouse gases. That’s more than just a drop in the bucket.

Speaking at the Massachusetts Institute of Technology today, U.S. President Barack Obama threw strong support behind clean energy and technology, touting America’s history of innovation and not shying away from problems.

Many manufacturers of high-mpg and electric vehicles have adopted a 3-wheeled layout for cost and weight savings, and—in some cases—aerodynamic efficiency. In most states, however, these vehicles are classified as motorcycles. That motorcycle moniker has made them ineligible for DOE funds set aside to foster innovation among American automakers… until now!

More details, after the jump.

Attending the recently concluded CAR Expo in San Jose CA we could see that things weren’t exactly hopping, especially in the Green seminars and Green expo booths. Who could blame everyone, with the still lingering effect of the economy, unemployment and overall uncertainty? The Expo offered a bevy of economic forecasts, short sale sessions and new DRE laws going into effect but of course we went to check the green goings on. How’s the Green movement within the ranks of the real estate world? If my Green colleague and I would guess from the sparse attendance at the few green sessions and Green display booths then the state of Green Real Estate isn’t exactly on everyone’s radar.

All this talk about going green, do we really know what exactly it means?  Companies invest millions in trying to segment the green market. There’s the BBMG Conscious Consumer Report.  The Roper Green Gauge. The Landor ImagePower Green Brands Survey.  And on and on..(..so many segments, so little time!) Maybe more importantly: When we talk about green are we talking about the same thing?  Apparently not.

This week I spoke with Jamie Wimberly whose firm, EcoAlign, just came out with a report called “Green Gap Redux: Green Words Gone Wrong”. Wimberly is CEO of Distributed Energy Financial Group (DEFG), a company in the clean tech space that includes EcoAlign. Jamie has nearly 20 years of experience in the energy and environment space, previously having served as the Vice President of the Consumer Energy Council of America (CECA), the President of the Center for the Advancement of Energy Markets (CAEM) and a Director on Boards of technology companies. He is a published author, frequent speaker and the Executive Producer of the award-winning Day In The Life Of (DILO) video.

Q: Hi Jamie.  Before we talk about the “Green Gap Redux” report, can you talk about how your focus on energy makes EcoAlign different from other green marketing agencies?
A. I was attracted to the energy sector because it impacts so many of the big issues of our day, including the environment, and is integral to modern society in all aspects.  The relationship between energy and environment is a symbiotic one, meaning that we won’t be able to clean up our environment and manage climate change without a transformation on how we produce, deliver and consume energy.  Our deep expertise in energy (the partners alone have over 50 years of collective experience in the sector) means that we can go beyond your usual agency engagement and truly discuss all aspects of strategy – operational, financial, marketing, etc.  As such, we are able to elevate the discussion of such things as messaging/ communications, product development, customer engagement, campaign design, channels and metrics, and other marketing-related activities to the C-level suite of our clients.  Finally, I would note that “sustainability” is evolving into a complete management model.  For that transition to be effective, you need to have a lot of skill sets and a strategic perspective that only comes from a deep understanding of all the moving pieces of a company. The end goal is for sustainability to become a business and economic driver to enhance profitably.

Mid-August 2009 poll results

A Washington Post – ABC News poll from mid August included questions on how the President is handling energy policy. The results showed very strong support for energy efficiency as a way to fight climate change. The accompanying published article, however did not mention efficiency and instead talked about solar, wind, nuclear (including the NIMBY issue) and transportation.

Companies marketing green products and, in particular, promoting their green energy initiatives are using words like “energy conservation” and “green energy,” but what effect has this had on consumers? Do they care? Do they even understand what these terms mean?

EcoAlign, a strategic marketing agency focused on energy and the environment, decided to find out. In September, it conducted 1,000 interviews, comparing against a similar survey conducted in September 2007. The sample was balanced to match the U.S. population by age, gender, region and ethnicity.

The results? Green Align found that consumers generally have positive associations with the terms “energy efficiency,” “energy conservation” and “clean energy,” but their understanding of what these terms mean has remained the same or decreased since 2007.

They also have low or negative understanding about technical terms such as “demand response” (resulting in the recommendation that such terminology not be used in external marketing communications) and showed a lot of confusion about green pricing terminology such as “peak pricing,” “green pricing,” and “fuel supply pricing.”

Moreover, consumers remain confused about the definitions of basic terms. They cannot articulate the difference between energy conservation, energy efficiency and smart energy. Less than one third chose the correct definition for those terms from among a selection of definitions (multiple choices).

Olympia Snowe’s support of the finance committee draft puts health care back in play, but without a public option. The Graham-Kerry compromise climate bill would start to cap carbon, but also allow coal to cash in. Will progressives settle for incrementalism?

Time-traveling to 2010 reveals how some of Washington’s worst-kept secrets will catch up with President Obama and cripple his climate agenda.

It’s good to have West Coast Green back in SF. Not that San Jose didn’t play a fine host to last years bigger conference but the show lacked something last year, call it a vibe, or energy but something didn’t gel. So, this year’s scaled down but energetic and education West Coast Green found itself a new home at the Fort Mason. Maybe the ocean air and bay views added a green spark to the conference.

The economy definitely had an impact on this year’s West Coast Green with less venders but with less money that mean that people just had to get more creative with less moola such as the floating island, show gardens and even the sustainability built Jewish Sukkoth. The usual green rock stars like Eric Corey Freed and Michelle Kaufman made their presences felt with their energetic personalities.