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Joining the Green Rush Do You Have What It Takes

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					Economic Transformation: One
Based on Clean Energy Sources
It’s All about business drivers, scarcity, and
intention
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
    consumption
 New Environmentalism

     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
      environmental challenges

     Recognizes political AND business dimensions of environmental
      reform



www.gdrc.org/uem/environmentalism.html
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
    environment.......clean-energy innovation
    is emerging as the new front in the global
    economic fight.                    March 7,
    2011
       Green Investment Still Strong

January 2012

• 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)
Economic Reality

                      “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
http://www.goodpurposecommunity.com/pages/globalstudy.aspx
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),
    renewables.
                                                       Boston-Power Inc. (lithium-ion batteries),
                                                       Luxim Corp. (energy-efficient lighting),
                                                       Sapphire Energy Inc. (algae).
$100 billion in energy projects allocated in 18 months
2012 Predictions

   Renewables will start to win over the      Secure homes become smart homes
    jobs argument
                                               LEDs inch towards acceptance
   Moms’ green clout becomes
    significant                                Green software begins to make sense

   Car sharing becomes viable                 Water issues tied to worldwide
                                                humanitarian crises
   Commodity prices become an ally
                                               Some big names, and some not so
   Efficiency pays for itself                  big make the business headlines
Scarce Resources
Global CO2 Impact Will Demand
Big Solutions

 http://www.youtube.com/watch?v=4IkHtTgn3Nk&feature=player_embedded




                          www.gapminder.org
Catastrophic Impact of Resource
Depletion
   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
    human use.
Purposeful Intent
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
    Evolution Study



   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
    donations.
    The Category is Set to Change Dramatically, adage.com, June 4, 2010
B Corporations
A new type of corporation that use the power of business to create public benefit
The Stakeholder-Driven Business Case for Sustainability and
CSR
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?
Resources
   www.andrewwinston.com                  www.grist.org

   www.socialcapitalmarkets.com           www.bcorporation.net

   www.justmeans.com                      www.goodpurposecommunity.com/
                                            pages/globalstudy.aspx
   www.sustainablelifemedia.com
                                           www.gdrc.org/uem/environmentalis
   www.brookings.edu/reports/2011/07
                                            m.html
    13_clean_economy.aspx
                                           www.gapminder.org
   www.cohnwolfe.com/en/ideas-
    insights/white-papers/green-           www.matternetwork.com
    brands-survey-2011
                                           www.planetforward.org
   www. sustainableindustries.org
                                           www.csrwire.com
   www.greenbiz.com
                                           www.biggreenpurse.com

				
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