The Inspired Economist

For marketers looking to improve the sustainability of their print marketing programs, there is almost nothing more important than the role of the paper. For this reason, Wausau Paper has launched a new online community, Digital Space, for designers, printers, and other experts in digital print technology and applications.

The site includes both a collaborative, social media aspect and a blog community featuring experts on paper, printing, and sustainability. Among those experts is, well, me. I will be a regular contributor on topics related to digital printing and the greening of print marketing.

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When we think about greening “print,” we often think about books or marketing communications like direct mail. But what about the world of packaging? Because packaging provides the additional functions of shipment and product protection as well as marketing, it brings a host of unique issues far beyond other types of printed materials.

Plus, it’s on the verge of being regulated.

Multichannel Merchant recently noted that regulations such as PAS 2050 (developed in the U.K.) limit, among other things, the impact of packaging on carbon emissions throughout the product lifecycle. The World Resources Institute is now reviewing how to leverage PAS 2050 for the U.S.

This matters so much because “green” packaging is more than about using recycled or earth-friendly materials in the packaging itself. It’s about the entire packaging lifecycle, including distribution and disposal.

For example, have you thought about what happens when packaging doesn’t properly protect the product? Read the rest of this entry »

Leading the way for the green evolution for the Hilton Garden Inn franchise, the Hilton Garden Inn Gatlinburg, drawing inspiration at the doorstep of the Great Smoky Mountains National Park, has embarked on the fast-track to bring this upscale hotel into the green business movement. Opening in May, 2009, this 118-room hotel is nestled across the street from the rumbling Little Pigeon River in downtown Gatlinburg, Tennessee, and offers a spectacular view of Mount LeConte in the distance, often sculpted by clouds and mist.

The Hilton Garden Inn Gatlinburg offers more than window dressing in terms of their green efforts. That’s why, when the final points are tallied, it will likely earn Silver LEED certification.

A few of their eco-innovations include:

• Rainwater retention on site with parking lot pavers, capable of absorbing 100 percent of the rainwater. The pavers were acquired within 500 miles of the site and are non-reflective, reducing the heat island effect.

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In my daughter’s backpack this morning, I discovered a note about school pictures, soon to be delivered. That brings to mind the topic of yearbooks. Here’s a product that has everything wrong with it from an environmental standpoint — coated paper (making the paper difficult to recycle), tons of ink, lots of unnecessary pages, and never recycled.

As schools and other educational institutions plan for next year’s yearbook process, is there a way to make it more environmentally friendly? Read the rest of this entry »

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.

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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.

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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.

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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.

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At one point, it seems as though virtually everyone has sat in front of washing machine and watched the soaked clothes tumble through the suds. That tradition may be a thing of the past if a new “virtually waterless” laundry machine finds its way to the mainstream.

Although only in prototype stage, this new machine may be able to save up to 90% of water compared to a conventional machine and will also cut carbon emissions. Created by Xeros, this machine replaces the old school idea of cleaning clothes. The technology goes with full on chemistry advances by replacing the majority of the water with reusable nylon polymer beads, the machine can clean clothes in less time than traditional machines, and we see these waterless wonders then you can thank Professor Stephen Burkinshaw, from the University of Leeds who made the discovery that certain types of polymer beads could be used for cleaning. Read the rest of this entry »

The iPhone is not the only reason to be excited about mobile phone technology.  Smart social entrepreneurs and like-minded investors would be smart to think about the breadth of opportunities that a cell phone creates for citizens of emerging markets.

In 2009 it is expected that 1 billion cell phones will be sold worldwide.  Asia Pacific will increase its uptake from 1 in 4 to 1 in 3.  The New York Times recently reported that India adds more cellphone connections than any place in the world with 15.6 million added in March alone.

Cell phones are a hidden indicator of emerging market performance.  They open new markets by reducing distances and by increasing access to information.  This in turn stimulates efficiencies in productivity and amplifies commerce which improves local economies.  Increased wealth creates independence and leads to a more educated population which in turn, drives market-driven policy making and other reforms.

In 2005, the Grameen Foundation set the stage for emerging market cell phone adoption and launched the the “Village Phone” business in rural Bangladesh, publishing a how-to manual and setting up micro-finance loans to villagers in towns that had no access to telecommunications.   Four years later, entrepreneurs have finally caught on and despite the downturn, the last 6 months has shed light on a few innovative initiatives that have been announced in a variety of sectors around the world.

In February, the Gates Foundation in partnership with a worldwide consortium of mobile industries teamed up to announce the Mobile Money for the Unbanked (MMU) initiative.  With a goal of supplying 20 million people with mobile financial services by 2012, this program will enable those in developing countries to carry out mobile banking from their phones in order to protect and grow their money.

Several new projects in the area of HIV/AIDS education have also been announced recently.  Several providers are developing text messaging services to deliver HIV/AIDS health management services (medication regimens, appointments, advice/consultations).   And Project Masiluleke, borne of the social incubator Pop!Tech, will begin its first phase with 1,000,000 broadcast text messages to the general South African public on both HIV/AIDS and TB for a year. Metropolitan Life, an insurance company in South Africa has partnered with CellBook to provide an information booklet on HIV/AIDS that can be downloaded onto the cellphone.

The future of well-designed social innovation programs should take a look at the realities and economics of what is driving health and welfare in emerging markets.  Cell phones are a truly universal technology platform that will provide critical resources to populations of all class and trade.  Hopefully, the iPhone Labs aren’t the only place smart developers are spending their time in.

image credit: marceloconsultario on creative commons