The Inspired Economist

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).

Read the rest of this entry »

By its acquisition of ScanWind, GE is incorporating combined European and American wind energy technology. In 2004 Finnish Arctic Wind Power contracted Norwegian ScanWind to supply gearless permanent magnet wind generators originally developed by German Siemens. It was imperative that these generators be highly reliable and require little maintenance in harsh environments.

Gearless generators were chosen since they offer high reliability especially in harsh environments. They also provide a higher efficiency converting rotational energy into electrical since the friction of a gear train is eliminated.

Read the rest of this entry »

Did you know that copiers consume the most energy of all types of office equipment? That they consume power even when they are sitting idle? Simply by switching to a more energy-efficient type of printer, you can take a chunk out of your carbon emissions.

In addition to their cost efficiency, this is one reason that many businesses are looking at inkjet. Increasingly, even office-style machines have terrific image quality (commercial-quality inkjet presses are now as high as 1200 dpi) and they produce little or not heat. That means low energy use.

A very funny promotional video from RISO explains it well. Grandma may like her color copies because they are “nice and toasty,” but this is because of the heat generated by the machine and, consequently, their high energy consumption. Hence the line, “You could cook a turkey in there!” (I’ll leave the animation to your imagination). Read the rest of this entry »

We tend to think that if a company is big, it is automatically bad and doesn’t care about it’s environmental footprint.  This couldn’t be farther from the truth.  Just take a look at the Top 10 Green Energy Users according to the Environmental Protection Agency (EPA).  Surprising, isn’t it?  Now, I’m not saying that all large corporations are doing their part.  Some aren’t.  But we should applaud and recognize the ones who are.

Every year the EPA co-sponsors the Green Power Leadership Awards in conjunction with the U.S. Department of Energy (DOE) and the Center for Resource Solutions (CRS).  The Green Power Leadership Awards recognize the leading actions of organizations, programs, and individuals that significantly advance the development of green power sources. While the DOE recognizes green power providers and the CRS recognizes advancements in the green power market, the EPA specifically focuses on outstanding green power purchasers.  So let’s take a closer look at the EPA’s 2009 Green Power Purchaser Award winners.

Read the rest of this entry »

Three days ago, I blogged about the EPA’s Green Power Partners site, which lists the top green power users in the country. That post got more traffic in a day than my posts normally get in a month. That was very exciting for me. People clearly care about this issue. At least for me, when all things are equal a company’s commitment to environmental sustainability can make the difference between one product choice and another. I hope it does for others, too.

Let me build on that by saying that there is even more good news than this. Did you notice that the Green Power Partners site also has Top 20 lists by category? These include college & university, local government, retail, on-site, and printers.

What’s interesting here is printers. This is a highly unglamorous category. Why would the EPA care about commercial printing and packaging companies? For the same reasons that anyone interested in environmental sustainability should care about them.

1. Printing is the third largest manufacturing industry in the country

2. Printing is a very aggressive with environmental sustainability, including its use of green power.

Put these together and you have the third largest manufacturing industry making a major move to sustainability. When not just individual companies but an entire industry embraces green technologies and processes, it makes a real difference. That’s exciting!

Yet, where’s all the buzz? E-media! With its 24-hour-a day, 7-days-a-week power usage, its ubiquitous energy-using devices from desktop computers to laptops to servers to cellphones, PDAs, and every other mobile device that now blanket the planet and drain the power grid. Meanwhile, because printing uses — dare I say the word — paper, it’s the bad guy? Read the rest of this entry »

I know I’ve been a bit like a dog on a bone about the fact that print is not necessarily the enemy, but I think it’s important. Marketers are being hit like a locomotive with the idea that e-mail and other electronic media are green because they don’t use paper, but there is a lot more to environmental friendliness than cutting tree. Like . . . energy use.

This week, the print industry will gather in Chicago at Print 09 (September 11 – 16), one of its largest annual trade shows. There, the The Print Council will promote a new position paper titled, “Why Print Is Green.”

“Our industry is a leader in recycling, sustainability and pollution control,” says Ben Cooper, executive director of The Print Council. “In fact, we pioneered putting those concepts into widespread practice over the past three decades. But we did so quietly, to the extent that there is a lack of awareness regarding the environmentally responsible nature of print.

“Why Print Is Green” describes ten specific ways in which print is green, from the responsible products used, renewable energy sourced, increased recycling rates, to improved design and delivery methods. The report is intended to demonstrate why print media is the environmentally sound choice for communicating with the audiences they want to reach.

• Among the facts the white paper documents:
• In 2008, more than 57% of paper consumed in the U.S. was recovered for recycling, more than any material. Read the rest of this entry »

In today’s marketing world, the paper industry is seen as the big, bad guy — the energy hogging, landfill-clogging waste producer that needs to be replaced by cleaner, more efficient electronic media. But is this really the case? The paper industry claims that the opposite is true. It points out that electronic media are huge consumers of energy, and when you consider that the paper industry is one of the largest consumers of clean energy like wind power, the tables may actually be turned.

In a recent publication, “Pixels or Paper?”, International Paper wrote:

Our industry is one of the biggest users of renewable, low-carbon energy in the world. Sixty percent of the energy used to make paper in the U.S. comes from carbon-neutral renewable resources and is produce on site at mills. In addition, these facilities use combined heat and power (CHP) generation systems, which are 80-90% efficient. Fossil fuel use and purchased energy in this industry is steadily decreasing. Read the rest of this entry »

The energy giant BP and Martek Biosciences, a Maryland based company that uses micro algae to produce oil-based nutritional and dietary supplements, signed a Joint Development Agreement (JDA) earlier this month to produce microbial oils for biofuels applications.

Under this agreement, BP will provide the cash — up to $10 million for just the first phase — and Martek will provide the research expertise in algae fermentation technology. The idea is to develop a cost effective method of converting basic sugars derived from biomass into lipids, or microbial oils, with fermentation microorganisms. Chemical and thermocatalytic processes would then convert the oils into various types of biofuels.

Read the rest of this entry »

Exciting developments are occurring in solar PV (photovoltaic) power generation. New technologies are improving manufacturing processes. Thin-film and organic (plastic) films promise to reduce PV power cost. Solar “grid-parity,” the time when solar power will cost the same as fossil fuel power, is coming soon. 

PV refers to devices that turn sunlight into electricity. In a previous post, I discussed generation by solar thermal (Solar Thermal: The Other Solar Energy). Both schemes have advantages and disadvantages.

PV can turn solar energy into electricity that can supply households and industry without using any moving parts. Since mechanical devices are less reliable than electronic, these systems are nearly maintenance free. Solar Thermal requires a heat engine, such as a steam engine, and an electrical mechanical generator to produce electricity.

Read the rest of this entry »

Aora-Solar, an Israeli company, has constructed, licensed and launched the first solar thermal energy (STE) natural gas hybrid electric generator (June 2009). At the time of this post, it is being tested in Kibbutz Samar in southern Israel. Such hybrids can lower the carbon footprint of existing natural gas power plants. The Israeli design is modular and permits small plants that can serve communities without long distance line losses. Florida Power and Light is scheduled to launch their first hybrid in 2010.

As I discussed in a previous post, electricity can be generated by high temperature or concentrated solar power (Solar Thermal: The Other Solar Energy). Basically, solar rays are concentrated and directed to a heat collector that transfers their heat to a heat engine (usually a closed circuit steam engine) that drives an electric generator.

  Read the rest of this entry »