Category: Energy & Sustainability

By Posted on Posted in Energy & Sustainability Tagged with , , , ,

Recently, I suggested that Obama do a massive solar/sustainable stimulus package. And I wrote,

The really good news? Such a plan could be put into place with surprisingly little capital outlay, because creative financing structures already exist that can let private investment step to the plate. I’ll talk more about this in my next post.

OK, so I squeezed a couple of posts in between. But I’m getting back to it.

And I think the answer is the deep-energy work by people like Amory Lovins of the Rocky Mountain Institute, who looks holistically at problems and comes up with amazingly intelligent solutions. I profile him in my book, Guerrilla Marketing Goes Green; here’s a little excerpt:

Though he lives in the Colorado Rockies, where it often goes well below zero Fahrenheit (–18ºC) on winter nights, his house has no furnace (or air conditioner, for that matter). It stays so warm inside that he actually grows bananas. He uses about $5 per month in electricity for his home needs (not counting his home office). Whether your company is looking for a huge competitive advantage, a more responsible way to do business, or both, the Lovins approach may be the answer.

Lovins built his luxurious 4,000-square-foot home/office in 1983, to demonstrate that even then, when energy technology was much less evolved, a truly energy-efficient house is no more expensive to build than the traditional energy hog—and far cheaper and healthier to run.

The payback for energy efficiency designs in Lovins’s sprawling, superinsulated home was just 10 months. The sun provides 95 percent of the lighting and virtually all the heating and cooling, as part of an ecosystem of plants, water storage devices, and even the radiant heat of the workers in his office.
Noting that energy-efficiency improvements since 1975 are already meeting 40 percent of U.S. power needs, Lovins claims a well-designed office building can save 80 to 90 percent of a traditional office building’s energy consumption.

Conventional building logic, says Lovins, says you insulate only enough to pay back the savings in heating costs. But Lovins points out that if you insulate so well that you don’t need a furnace or air conditioner, the payback is far greater, “because you also save their capital cost—which conventional engineering design calculations, oddly, don’t count.”

“Big savings can cost less than small savings,” Lovins says—if designers learn to think about the overall system, and how different pieces can work together to create something far greater than the sum of its parts. The trick is to look for technologies that provide multiple benefits, rather than merely solving one problem. For instance, a single arch in Lovins’s home serves 12 different structural, energy, and aesthetic functions.

The profile in the book goes on to talk about a house in the California desert that not only cost $1800 less to build, but saves $1600 a year in maintenance…and hydrogen cars that compare favorably on every criterion and use far less energy. Lovins’ company just completed a deep-energy retrofit on the Empire State Building that will save over $4 million every year. And Lovins is only one of the practical visionaries with real-world solutions you’ll encounter in the book.

In other words, we have the technology NOW. Combine this with such strategies as lease-to-own programs, or programs where the solar company fronts the cost of installation and pays it back to the homeowner out of energy savings, and we can easily get off the fossil-nuclear treadmill, or at least cut it back by 80% or so. Especially since a stimulus program would bring in economies of scale and lower the cost of the installations.

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, People Helping People Tagged with , , ,

Last night, the local organizer for the Transition Towns movement finally got around to doing one in my town. We were a small group including several of the “usual suspects” (old friends from previous organizing campaigns) as well as a handful of others I didn’t know–with a lot of good ideas.

Transition towns organizing involves taking steps to get society off fossil and nuclear fuels, and building community in the process. It’s very much directed by the people who participate, so if a few people want to form a sewing circle to make cloth totes residents can bring to the market, or plant trees, or insulate houses, or work with local government to install traffic calming, or whatever—they do it. And it’s nice and small and manageable, town by town, neighborhood by neighborhood.

The movement started as an outgrowth of the permaculture movement in Kinsale, Ireland and Totnes, UK, and has spread widely.

Now, with a few years under its belt, it may be one of our best hopes for avoiding catastrophic climate change (on which the window is getting smaller) and the great hardship of massive price shocks on all the things based in fossil fuels—which is pretty much everything.

Resources:
Transition Towns organizing site for the US
The “get moving” page on the international website (which I found after getting distracted by some wonderful storytelling about live in past generations in a British village
The simple little WordPress site for Transition in my own community of Hadley, Massachusetts

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, Entrepreneurship Tagged with , , , , , , ,

The latest stimulus proposal, announced this week by Barack Obama, will put $50 billion into the hopper for improvements to “the nation’s roads, railways and runways,” as the Associated Press story alliteratively noted.

And certainly, those improvements are needed. Europeans and east Asians laugh openly at our rail system. Our roads and bridges need shoring up. And plane travel in general has become a chore.

But before we go off improving more roads (which seemed to be where the bulk of the first round of stimulus went), shouldn’t we be looking at energy? How about a program to deep-energy retrofit many existing buildings, become a world leader in nonpolluting renewable energy, and reinvent public transit in ways that encourage its use. A massive program to cut fossil fuel and nuclear dependence by, say, 75 percent would have these extra advantages:

  • Immediate economic stimulus, in the form of dollars saved on energy costs that become available for other uses
  • Tens or maybe hundreds of thousands of new jobs: in production, installation, weatherization, analysis, and more
  • Reduced dependence on foreign energy sources, thus freeing up foreign policy decisions to be made on other criteria than protecting our oil interests
  • Ability to curtail unsafe deepwater oil drilling until the bugs are worked out
  • New life for existing residential, commercial, government, and industrial buildings
  • Drastic reductions in prices for solar, wind, geothermal, and small-scale hydro, as larger markets enable economies of scale
  • Reduced air and water pollution
  • Reduced carbon footprint and maybe even the potential to reverse catastrophic climate change
  • Far less energy wasted in transmission losses, because more of it will be generated at the point of use and won’t need to be transported
  • Conversion of energy from a constantly rising ongoing cost to a fixed one-time cost amortized over many years
  • Elimination of any possible argument in favor of extremely dangerous and/or highly polluting power sources such as nuclear or tar sands

    • And those are only a few among many.

    The really good news? Such a plan could be put into place with surprisingly little capital outlay, because creative financing structures already exist that can let private investment step to the plate. I’ll talk more about this in my next post (after Rosh Hashana is over).

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    By Posted on Posted in Demographics/Psychographics, Diversity, Energy & Sustainability, Marketing Techniques and Philosophies Tagged with , , , , ,

    Would you use the same marketing strategy to sell a Lexus and a Smart car? I certainly hope not! Market segmentation, and then marketing differently to those different segments, is a pillar of marketing strategy and has been for more than 100 years. And in our technological era, it’s so easy to do, you’d be a fool to try any kind of one-size-fits-all marketing.

    This is equally true in any sector of the Green market. Example: the affluent suburbanite who shops at Whole Foods is going to have different wants and needs than a just-getting-by urbanite who’s a member of a food co-op for economic reasons…or the rural farmstand shopper who values the freshness and health benefits of just-picked organic produce. And with each of those slices, you want to slice again: a parent of young children needs a different approach than an elder living alone. Market to them differently, or fail to market.

    Just as in B2C (Business To Consumer) marketing, in the B2B world, you have to understand not only your own motivations, but those of your clients. Are they motivated by a desire to lower carbon footprint, a desire to reach the Green market themselves, an EPA mandate to clean up their act, or simply a desire to shave 30 percent off their energy bill?

    There’s a good article on the Strategic Sustainability Consulting blog on this, which I found through Carolyn Parrs’ blog.

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    By Posted on Posted in Corporate Social Responsibility, Energy & Sustainability, Marketing Techniques and Philosophies Tagged with , , , , ,

    The latest research proves the need. In a wonderful article for Sustainable Life Media, “Measuring the Value of CSR Communications,” Perry Goldschein notes that “80% of consumers had no idea that sustainability leaders (e.g., HP, Intel, Cisco, Unilever) were participating in any sustainability practices at all.”

    If the sustainability efforts of these leading companies are so under the general public’s radar, what does that say about the rest of us and our visibility?

    This is why I wrote my eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), why I do Green marketing consulting and speaking, and why I’m starting an international trade association for Green marketers: to provide the tools businesses need to tell their Green story to the world, and to take full marketing advantage of the edge that gives them if told properly.

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    By Posted on Posted in Energy & Sustainability, Shel's Personal Life, Uncategorized Tagged with , , , ,

    If you think we in the Green movement tend to take ourselves waaaay too seriously, here’s a bit of comic relief.

    Dilbert creator Scott Adams describes with excruciating humor all the missteps in building a Green home.

    I can relate. In my own Greener home adventures, we’ve discovered…

  • Solar panels without hinges cost A LOT of money to take down and put back up again when you need a new roof.
  • Tax credits are available for new roofs that keep your house cooler in the summer, even if you don’t use an air conditioner. But they don’t apply to roofs that keep you nice and toasty warm in the winter, even if you live in COLD New England.
  • Because of stress from extreme temperature variations, solar water tanks wear out in about half the time of conventional tanks—but not so fast that they’re still under warranty. Right about the time that the savings had paid for the unit.
  • Just because you want to go Green doesn’t mean it will be easy. When our furnace went, we couldn’t justify the cost of geothermal, and ended up replacing our oil-burning furnace with…another, more efficient, oil-burning furnace. Sigh!

    In an ideal world, we’d be able to afford, and justify, the $50,000 superinsulated roof, the geothermal heater, jacking up the R value on our 1743 farmhouse to the point where we had essentially no heating bill…but that’s not the world we live in. We did put in both solar hot water and photovoltaic systems years ago, but we’re a long way from feeling or being energy self-sufficient, and the capital costs were high.

    Am I sorry we took these expensive Green initiatives? Not at all. Do I feel we could have been better shoppers if we’d been more informed? You betcha.

    And do I want incentives to bring the prices down and the reliability up throughout society, especially for those least able to afford a large capital investment with a sometimes dubious payback? Absolutely.

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    By Posted on Posted in Demographics/Psychographics, Energy & Sustainability, Shel's Personal Life, travel Tagged with , , , , ,

    Yesterday’s postal mail brought an invitation by the Massachusetts Department of Transportation to survey our driving habits.

    I live in a rural area, along a state highway but between two college towns. Green as I’d love to be, I go most places by car. Occasionally, I’ll have enough time to bike to Northampton or Amherst, but it’s about 50 minutes each direction, and that’s a big chunk out of my day. It’s also not a very pleasant ride, along a busy, very hilly highway with lots of curves and potholes and big stretches without a shoulder.

    I’m a lifelong fan and USER of public transportation. Growing up in New York City, I was eight years old when I switched from the school bus to the public bus—and that was with a transfer. I’ll often take buses instead of driving to Boston or New York (and I’ve actually booked Amtrak for my next trip to Washington). When I travel out of my area, I rarely rent a car unless the destination city is the start of an extended driving trip. If I’m just staying locally, I use buses, trams and subways (and the occasional taxi.

    There’s a local bus that runs past my house. But even though I’m a public transit guy, I’ve lived here 12 years and have never taken it. Why? Because it’s set up to fail. The local transit authority, in its wisdom, runs full-size coaches three times a day in from Northampton to South Hadley and twice a day back to Northampton. I have lots of reasons to go to Northampton, but I can’t do it on the bus. The first trip to Northampton that passes my house arrives at 5:30; the last bus back departs Northampton at 5:35. So that leaves five minutes, after business hours, to do my business. Ha, ha.

    If I happened to want to go the other way, I could have a whole hour in South Hadley, between 5:05 and 6:05 p.m. Whoopie! Oh yeah, I could also arrive at Mount Holyoke at 8 a.m., and if I happened to somehow discover nine hours of things to do in sleepy South Hadley, I could catch the 5:05 back home. Thanks a lot.

    I can see these rare buses go by my house, and they’re usually very uncrowded. What a surprise! Set up a bus service to fail, and then complain that nobody takes the bus.

    But how’s this: what if instead of a 40-passenger coach scheduled as to be unusable, there was a 10-passenger van or minibus, going, say, every two hours. Labor cost would be higher, as a driver would have to be diverted from a more popular route. But the other costs of operation, such as fuel, would be sharply less for each run. And my whole family would probably use the bus several times a week, especially if the route were extended three miles past Mount Holyoke to the high school my son attends, at the beginning and end of the school day. Probably so would a number of other people. Maybe enough to make the route viable.

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    By Posted on Posted in Energy & Sustainability, General Commentary, International Association of Green Marketers Tagged with , , , ,

    You’ve all heard, “Necessity is the Mother of Invention.” Well, perhaps that’s true. But another parent might be frustration: wanting to do something better, more easily, faster than you currently can.

    Yes, some products are developed to fill a need we haven’t known we had. Advances in portable technology, from the beach transistor radio and Sony Walkman to smart phones and PDAs, have often come up to create whole new markets once we realized that these devices we never had were indispensable. Ditto with kitchen technology improvements, like the microwave oven (I still don’t have one of those, by the way). Maybe we could call this “visionary innovation.” A lot of the really big sweeping changes come from these types of innovations: telephones, personal computers, solar collectors, bicycles…

    But other innovations clearly arise because someone got frustrated by the limitations of what existed. Thomas Edison went through 10,000 experiments before he could develop a workable light bulb. Would he have had the patience for that long quest if he hadn’t felt frustrated that the dark hours were so unproductive? Certainly the idea of lighting a room has existed since the discovery of fire, thousands of years ago. But the need for better lighting became much more acute as the 19th century brought not only the Industrial Revolution (with big dark factory spaces to be illuminated) but also a mass culture that began to read actively.

    Look at Google: Existing web search tools were very frustrating in the mid-1990s. To completely change the paradigm of how material was scanned by searchbots in order to achieve not only faster and more accurate searches but also a much cleaner interface was likely a response to the clumsiness of Yahoo and Alta Vista at the time.

    I’m not an inventor, but I am an innovator. A few years ago, I registered some domains for what I thought was a very cool concept: Enter a budget for airfare, enter available departure and return dates (and how much latitude you had with each of those), possible departure airports, choose domestic or international, and have the site spit back suggestions for actual trips you could book (I remember that one of the domains was wherecanifly.com). This came directly out of my frustration trying to plan a trip without having a clear destination and having to laboriously enter itinerary after itinerary.

    I still think it’s a brilliant idea, and one that would be easy to fund with venture capital, advertising, and commissions on travel services. But programmers I talked to told me that was a lot harder to engineer than it seemed. After a year of not finding anyone willing to run with it, I let those domains expire. (Anyone want to run with this, talk to me about being your marketing director 🙂 ).

    People like R. Buckminster Fuller and Amory Lovins seem to have an almost magical ability to fuse the visionary and the frustrated; they harness their frustrations not for the obvious incremental solution, but for something new and deep and very exciting—and they also have a certain inventor’s ADD. The present is never enough for them; they’re always on a quest for something new and strange and wonderful

    Both Fuller and Lovins had an impact in industry after industry—reinventing construction, transportation, industrial manufacturing…whatever struck them as in need of improvement.

    Right now, I’m in the process of launching the International Association of Earth-Conscious Marketers: a trade association for Green marketers. I hope that what comes out of this will also be a fusion of the best in these twin fathers of innovation.

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    By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, Frugality/Frugal Fun, People Helping People, poverty, Shel's Personal Life Tagged with , , ,

    This time of year, we spend an astonishing amount of time dealing with food: harvesting from our garden, making salads, cooking, preserving, giving or occasionally selling surplus…but it is SO worth it!

    Long before we had a garden of our own, I’ve been an advocate of local community food self-sufficiency. Not that a neighborhood or village would grow all its own food, but even the most urban could grow some vegetables and herbs, some berries.

    Food is a basic necessity, and as such should be a right (ditto for drinkable water and health care, among other things). But in many poor communities, there are few gardens and not even any supermarkets. Rooftops, vacant lots, and even windowsills could change this—and in the process, empower residents, break down barriers, form friendships, save people money…and introduce folks to the absolute joy of eating fresh organic produce grown right where you are.

    Yesterday, I made a batch of pure tomato sauce: no oil, no water, no herbs, no onions or garlic, just fresh ripe garden tomatoes, cooked in their own juice for several hours, until the sauce was about a third of the original volume, and had a flavor so royally rich you’d think it was made of 24-karat gold. Today, it was Dina’s night to cook. Earlier today, she went and got a couple of pounds of green beans out of the garden (along with another 40 full-size and 125 cherry tomatoes, enough corn for our lunch, celery, eggplant, edemame, zucchini, and I forget what else). She cooked the beans lightly for a few minutes in my super-intense tomato sauce and served them over couscous. WOW! Served with a salad of our own cucumbers and tomatoes and lettuce from our local CSA farm, plus some Turkish olives and feta cheese, it was a fabulous dinner.

    Today, I made another batch of that good sauce (most of which we’re freezing for the winter), a batch of zucchini pickles, and a batch of dried tomatoes. Dina processed the leeks for freezing. I confess, we’re putting in a couple of hours a day. It really helps that I work at home and that Dina doesn’t have to go teach at the university in the summer. Seems like every break I take from the computer I am dealing with food. But come January, when the produce you can buy is almost inedible, we will pull some of our bounty from the freezer or from the dried stash in the pantry, and we will enjoy locally grown meals almost as good as those we’re feasting on now.

    It’s an experience that should be shared widely. I feel very sorry for those people who’ve never had a REAL fresh tomato. Comparing it to a supermarket tomato is like comparing a perfectly aged French triple-cream gourmet cheese with Velveeta.

    And I feel grateful not only to live in a place where we can have a garden, but in a time when consciousness of local organic and fresh foods is high, and where food is helping people know their neighbors and boost their nutrition.

    Yes, a tomato can change the world.

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    By Posted on Posted in Corporate Social Responsibility, Energy & Sustainability, International Association of Green Marketers Tagged with

    I’m organizing an international trade association for Green marketers–with the hope of not only raising our own visibility but providing the media and speaking venues with a pre-vetted bunch of articulate experts who can make the case for sustainability –and actually foster changes in society by increasing our own influence.

    Please take a couple of minutes to answer the quick survey at https://www.surveymonkey.com/s/8WB8ZMG – if you might like to serve on the Steering Committee, your answer is time-sensitive, because I’ve suggested some possibilities for a conference call early next week. Even if you don’t want to be involved at that level, your input is very valuable right now.

    If this is of interest, you’ll probably want to read the series of blog posts I did last month, pondering the structure and scope of the organization: https://principledprofit.com/good-business-blog/category/international-association-of-earth-conscious-marketers/ (This post will show up at the top of the list; just scroll past it.)

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