Economic Transformation: One
Based on Clean Energy Sources
It’s All about business drivers, scarcity, and
What’s It Mean?
Sustainability: Mother lode of a term.......Doing Business Better, Living Life Better
Green: When you are aware of your daily choices and how they impact the
environment. When it’s cynical, it’s called green-washing.
Clean Tech: Knowledge-based products and services that improve operational
performances while reducing waste.
Clean Energy: Sources that release little or no pollutants. Solar, Wind, Geothermal,
Tidal, Wave, Hydroelectric, Biomass.
Smart Grid: A way to measure energy consumption and address energy independence
and resilience issues.
Energy Efficiency. We can’t make the gains if we don’t figure a way to reduce
Characterized by greater precision in factoring environmental costs
and benefits into policy and corporate decision making.
Puts communities at the center of environmental strategies.
Diagnoses and addresses behavioral causes that exacerbate
Recognizes political AND business dimensions of environmental
How Do You Know It’s Real?
Non-profits: Doing good has never been so popular
Start-ups: There’s a new dot com in town
New corporate attitudes: From B-corps to social capital markets
Brand and process overhauls: It’s no longer about “what was”
“Born Green” brands: No longer just on cooperatives’ shelves
Investor owned utilities: Incubating the future companies
New world of EE: Water and energy efficiency
Renewables & alternative energy: Wind turbines replacing oil derricks
The Business Drivers
A Business Paradigm Shift
Green Tech Gets Serious: Something
big is shifting in the business of the
is emerging as the new front in the global
economic fight. March 7,
Green Investment Still Strong
• Pike Research estimates that approximately 57 million customers worldwide will use social media
to engage with utilities in 2011, and that number is expected to rise to 624 million customers by
the end of 2017.
• A newly fielded survey indicated strong fundamental interest in PEVs, with 40% of participants
stating that they would be extremely or very interested in purchasing such a vehicle, assuming
the price were right.
• Driven by public policies that encourage a greater emphasis on energy efficiency to reduce costs
and improve operations, the ESCO market is expected to continue to grow faster than the
domestic economy and reach $16 billion in sales by 2020.
• Worldwide revenue from building energy management systems will increase at a compound
annual growth rate (CAGR) of nearly 14% through the rest of this decade, reaching just under $6
billion a year by 2020.
Europe Trends Strong for Sustainability
Despite the sluggish economy, spending by large firms in the UK on
energy, environment and sustainability initiatives is set to increase by 12
percent in 2012, by contrast the UK economy is only expected to grow
by only 0.6 percent.
www.verdantix.com (2012 report)
“The clean economy, which employs some 2.7 million
workers, encompasses a significant number of jobs
in establishments spread across a diverse group of
industries. Though modest in size, the clean economy
employs more workers than the fossil fuel industry
and bulks larger than bioscience but remains smaller
than the IT-producing sectors.”
"Sizing the Clean Economy," was published July 12, 2011 by
The Brookings Institute and Battelle
“Purpose is now the fifth “P” in the marketing
equation - joining product, place, price, and
promotion. Purpose allows deeper consumer
engagement with brands, allowing the
opportunity for citizen participation in solutions.”
Mitch Markson, Edelman’s chief creative officer
Follow the Money
Biofuels reached $56.4 billion in 2010 and
are projected to grow to $112.8 billion by
2020 States: CO is the 4th largest employer of
clean tech workers. MI had a 5.7%
Wind power is projected to expand from
increase in clean tech sector jobs as
$60.5 billion in 2010 to $122.9 billion in
almost all other categories were neutral
Clean tech's percentage of total U.S.
or net loss.
venture capital investments continues to
.WSJ “Next Big Thing” List: Suniva
rise, accounting for 23.2 percent of total
(crystalline solar), eSolar (solar thermal),
U.S. venture activity in 2010.
MiaSolé (thin film solar), Opower Inc.
$37 billion was allocated for renewables by
(energy efficiency software), GreatPoint
the federal government in 2010. $850 billion
Energy Inc. (coal gasification), SeaMicro
will be spent in China in the next decade on
Inc. (energy efficient data servers),
Boston-Power Inc. (lithium-ion batteries),
Luxim Corp. (energy-efficient lighting),
Sapphire Energy Inc. (algae).
$100 billion in energy projects allocated in 18 months
Renewables will start to win over the Secure homes become smart homes
LEDs inch towards acceptance
Moms’ green clout becomes
significant Green software begins to make sense
Car sharing becomes viable Water issues tied to worldwide
Commodity prices become an ally
Some big names, and some not so
Efficiency pays for itself big make the business headlines
Global CO2 Impact Will Demand
Catastrophic Impact of Resource
The world's population has reached 7 billion and is forecast to rise to
over 10 billion by 2050, putting even more strain on global resources.
The problem of over-consumption in high income countries has
produced an ecological and financial debt.
Health concerns: Increased hunger due to food yield changes will lead
to malnutrition; water scarcity will deteriorate hygiene; pollution will
weaken immune systems.
We are losing three species an hour.
A mere 0.5% of the total water on the planet is easily accessible for
CRM: Cause-Related Marketing
Purpose must now be engrained into the core of a company or
brand’s proposition. It is no longer enough to slap a ribbon on a
product. It must be authentic, long-term and participatory. 2010 Edelman Good
Purpose Global Study
80% of Americans are likely to switch products where price and
quality are equal when cause is presented with the product. 2010 Cone Cause
In a year when volunteering went up as charitable donations went
down, consumers are clearly demonstrating that they still want to give,
but in different ways. Look for brands to develop programs that
engage consumers instead of simply cutting a check or asking for
The Category is Set to Change Dramatically, adage.com, June 4, 2010
A new type of corporation that use the power of business to create public benefit
The Stakeholder-Driven Business Case for Sustainability and
How To Be Green!
Keep it real. Transparency is the word.
Read your life’s experiences through green colored glasses.
Create an opportunity.
Volunteer, intern, contribute.
Be mission-driven and find your career match.
Network. Network. Network.
Show it with how you spend your money.
It’s Cool to Be
Ethical in 2012
When Harvard MBA’s make a pledge to
do no harm and Eastern Michigan
University school of business hosts an
“Ethos Week,” isn’t this evidence of a
profound business paradigm shift and
don’t you want to “do unto future
generations as you would have them do
unto you” with your next career move?