‘I’ve been working on the turbine, all the live-long day …’

A study that came out of Germany this week theorized that investments in renewable energy could pump as much as 600 billion euros into the European Union’s economies. The study, by Germany’s Institute for Climate Impact Research, forecasts a construction boom as owners retrofit homes and businesses to cut their energy costs, and as electrical utilities upgrade their existing grids into efficient “smart” grids.

So naturally, that made me think of railroads. Let me explain how the playpen of free association in my mind arrived at that comparison.

The railroads were the first quantum leap from colonial to modern America. Pre-railroad, the U.S. population huddled around harbors and rivers and lakes because they were the best means of transporting goods over long distances. Most of the American interior might as well have been Venus for all the good it was doing us. The massive agricultural plains of the Midwest were so far from major markets that it didn’t make economic sense to cultivate them on a large scale. There was no way to get the product to market. Then along came the railroads, and all of a sudden those empty acres in Kansas, Nebraska, Iowa, the Dakotas et al were a treasure trove. The railroads sparked one of the greatest economic expansions in history. As historian Chris Butler puts it on his site “The Flow of History,” “By 1900, railroads had virtually revolutionized overland transportation and travel, pulling whole continents tightly together (both economically and politically), helping create a higher standard of living, the modern consumer society, and a proliferation of new technologies. Although airplanes and automobiles would continue this revolution, it was the railroad that paved the way.”

The U.S. government subsidized railroad growth with land grants and military protection. It could have the same role in developing the renewable energy economy. Today, Congress and the White House are debating how much to support renewable energy economy’s development. President Obama put $16.8 billion for renewable energy and energy efficiency research and development into the 2008 recovery act. Deficit-conscious legislators in the House of Representatives want to scale that back.

The question is whether federal renewable energy spending is a drag on the economy (through deficits) or a growth path, as the German study suggests. The study’s author, Carlo Jaeger, doesn’t mince words.

“What we are showing here is that by credibly engaging in the transition to a low-carbon economy through the adoption of an ambitious target and adequate policies, Europe will find itself in a win-win situation of increasing economic growth while reducing greenhouse gases,” he writes.

What do you think? Is clean energy investment the next railroad, or interstate highway system, or Internet? Or is it just another debt to be paid off by the next generation?

One person will die today because of climate change

Climate change could wipe us out someday. That’s the story line, yet it doesn’t seem to be resonating on a broad scale. The truth is climate change is already killing us – if by us you mean humans on this planet.

According to a new report,

  •  350,000 individuals die every year as a result of climate change we’ve already experienced;
  • More than 99 percent of the mortality is occurring in developing countries;
  • 5 million will die over the next 10 years if we don’t change;
  • Nearly 1 million will die every year starting in 2030 if action isn’t taken; and
  • Climate change drains $150 billion from the global economy every year.

The report, by DARA and the Climate Vulnerable Forum, reflects death due to climate-related diseases and weather disasters; loss of habitat due to rising seas and desertification; and economic stress, including loss of natural resources.

How you receive these stats depends heavily on what you believed about climate change prior to reading this post. But even if you’ve bought in to the idea that climate change is occurring and is perilous, big numbers have a way of overshooting emotions.

The truth is we care more about individual suffering than group suffering. It’s human nature. That’s because of the way people regulate their emotions, according to another new study, out of University of North Carolina-Chapel Hill. “People expect the needs of large groups to be potentially overwhelming,” the authors write. “As a result, they engage in emotion regulation to prevent themselves from experiencing overwhelming levels of emotion.”

So when you read the stats, don’t picture 350,000 people dying. That’s a data point. Picture the suffering of just one person – say, an infant – starving to death because the local farmland has dried into a brick.

Insulating against revolution?

insulated coolerIn New England where I’m writing this, insulation is typically thought of as a way to keep the cold out and heating costs down. In hot climates, however, it’s a way to keep the air conditioned cold in and the hot out. Think of your beach cooler keeping the ice from melting and, in turn, your beer cold. Same concept.

A recent Reuters story notes that the Saudi government is undertaking an ambitious program to cut energy use by some 40 percent, “largely by enforcing investment in insulation”. So, why the Saudi push to insulate? They need the money – specifically, the money made selling oil. The Reuters story quotes a Saudi official noting that 70-80 percent of their energy use goes to air conditioning and they use oil to generate the majority of their electricity. With a growing population and an extreme dependence on fossil fuels to subsidize the amenities of a comfortable life (cheap electricity, plentiful food, cars, roads, etc), the Saudis are staring at a classic export land problem.

Almost half of Saudi Arabia’s GDP is directly related to oil exports. Some 75 percent of its government revenue comes from the oil industry. The more oil the Saudis use, the less is available for export, even as production from their aging oil fields slowly declines. The reduction in exports helps push up prices on the open market, increasing cash flow which encourages domestic economic growth and energy use. Eventually, this domestic demand increases enough to materially reduce revenue from oil exports, squeezing subsidies that support things like cheap and plentiful food and fuel. Exposing the national population to unsubsidized prices is politically perilous. Hello Cairo.

Saudi marketIran is caught in a similar rock-and-a-hard-place bind. Indonesia dropped out of OPEC in 2008 when declining production and increasing consumption pushed it from being a net exporter to net importer of petroleum.

So, what does the export land issue mean to us, the oil importers? We don’t generate much electricity in the United States with oil these days, but it certainly is vital to our transportation system. Whether by car, truck, train or plane, our consumer lifestyle is powered by petroleum. Gasoline, diesel and kerosene move everything from people, food and building materials to toys, toothpaste and auto parts. As oil prices rise, transportation costs increase, putting a drag on an already weak recovery. Hard to insulate our way out of that.

Unnatural resources: a reindeer case study

St. Matthew IslandAccording to the World Wildlife Fund’s Living Planet Report, we’re currently consuming 50% more natural resources than the earth can sustain, which means we’ll require the resources of at least two whole earths by 2030 to avoid humanity’s version of bee colony collapse.

Chicken Little hyperbole? Perhaps.

But Aussie cartoonist Stuart McMillen provokes chilling thought on the matter when he asks and illustrates “What happens when you introduce a couple dozen or so reindeer to an isolated island of untouched natural resources?”

Football, Fritos and the killer analogy

If you’ve got good stats to back up the value of your clean technology product, congratulations.

Quantifying the benefits your product delivers – e.g., pollution reduced, revenue generated, costs lowered, or time saved – can make a big difference to the communities you are trying to engage. Great stats, however, only work when the context is clear. How much is, say, 37 percent? 10 tons? A nanoliter? Compared to what?

To deliver that context and drive home the impact of your numbers, try drawing a simple, concrete analogy. That’s exactly what Reno Contracting of San Diego did a couple of weeks ago with a news release that began…

Reno Contracting has recycled more than 60,000 tons of waste from construction projects since the beginning of 2009, accounting for an average 72% of construction debris diverted from going to a landfill.

Great stats, but did they not get a lot better when the analogy kicked in?

This amount is the equivalent of three football fields, each 100 feet deep.

… and when the analogy was reinforced by this simple graphic?

While 60,000 tons of waste and 72 percent diversion are impressive, they operate on the cerebral level. Football field imagery, coming in the heat of playoffs for the country’s most popular sport, adds emotional impact.

So valuable is emotion that we’re in New England blogging about a West coast construction firm after seeing news that somehow caught the eye of Inhabitat, which gets 100,000 readers a day. Although I have no way of proving it, I think the football fields comparison made all the difference between obscurity and publication by one of the world’s premier green blogs. Okay, two, including us ;).

Ten days later, the Boston Globe rolled out three tangible comparisons in a front page story about coins that went missing in an armored car transfer. The coins weigh 4,317 pounds, equivalent to an average hippopotamus. Stacked, they’d be three times taller than the city’s iconic Hancock Tower. And, in case you hadn’t heard about the NFL championship tournament, the coins weigh more than the starting linemen of the two Super Bowl teams. There were graphics for all three of these analogies. Pounds are abstract. Analogies deliver emotional, or at least sensory, impact.

A client of ours offers up high-impact comparisons like these through their software. The product’s main function is performing forward-looking environmental impact assessments on manufactured goods while they’re still in the design stage. The software measures carbon, energy, air and water impacts of a design, not only in the straight-up metrics you’d expect, but also in their layman’s equivalents, such as:

Energy consumption – hours of TV watching, light bulb burning, laptop operation

Carbon production – miles driven (European car, American car, hybrid)

Air impact – liters of sulfuric acid created, Kg of corn grain produced in the USA, and (my favorite) bags of corn chips produced

Water impact – Deep ponds depleted, shallow ponds depleted, Kg of corn grain produced in the US.

Take your pick. If you can say your clean technology product can do the equivalent of taking 10,000 cars off the road, unscrewing 30,000 light bulbs and preventing 50,000 ponds from drying up, people will listen.

What other effective comparisons have you seen?

Rare earth alternatives are as easy as mock apple pie

Every year, just a short walk from CleanSpeak’s home in Portsmouth, New Hampshire, the Strawbery Banke historic museum puts on seasonal reenactments of life during different periods in American history. The most consistently interesting are the World War II era reenactments, when rationing and shortages ruled everyday life.

Walk into the kitchen of the 1940’s home and the lady of the house might be making a cake with no flour or eggs, or an apple pie with no apples – yes, the old “mock apple pie” recipe from the back of the Ritz cracker box. During those years, in the kitchen and beyond, every time ingenuity met shortage, ingenuity won. Oleo margarine replaced butter because the military needed fat for explosives. Nylon replaced imported Asian silk in parachutes as it previously had in women’s stockings. A chicory concoction – a vile brew by the few firsthand accounts I’ve heard, but better than nothing – substituted for coffee.

So when China makes more noise about curtailing the flow of rare earths vital to the renewable energy industry, I can’t get too bunged up. We’ve been there before. We’ll figure it out.

This sanguine attitude runs counter to much of the prevailing wisdom in sustainability circles. China produces 95 percent of the world’s rare earth metals, and its plans to cut back exports have sent tremors through the sustainability community. Wind turbine and hybrid vehicle manufacturers need rare earths to produce ultra-efficient magnets and batteries. Magnets doped with rare earth metals called neodymium and dysprosium generate electricity more efficiently than conventional magnets, and are also smaller and lighter.

The problem with these wonder metals is that they’re so environmentally harmful to produce that it undercuts the sustainability quotient of every wind turbine with a rare earth magnet. “Rare earths” aren’t rare. They occur in much of the world, but they occur in such small concentrations that it takes extensive production processes to extract them from raw ore. None of these processes are what you might call tidy. The New York Times reported that the main rare earth-producing mine and refining area in China is surrounded by metallic-smelling air, strip-mined hills, acid-laden streams, and a reservoir overflowing with toxic, slightly radioactive sludge.

This is in the name of clean energy?

There has to be a better way, and ironically it might be China that helps find it. China claims it is curtailing rare earth exports because of production’s environmental toll. As a card-carrying cynic, I think it has a lot more to do with China wanting to use the metals itself to help corner the world market on wind turbines.

In either case, China’s decision is spurring research into rare earth alternatives. Hitachi has developed a hybrid engine that uses high-efficiency ferric oxide magnets instead of rare earth magnets. Toyota is also working on a non-rare-earth generator. U.K.-based Chorus Motors has produced a hybrid engine that substitutes innovative mechanics for rare earths. Disk drive manufacturers, another big rare earth consumer, are developing bigger and better flash drives that don’t need magnetic media. The nanomagnetism research group at Northeastern University in Boston is working on magnets that have the same strength as rare earth magnets with none of the toxicity. They’ve already succeeded in reducing the cost and environmental footprint of rare earth magnets, which bodes well for efforts to replace them altogether.

I don’t know if any of these are an equal substitute for rare earths, but it’s obvious we need one. Poisoning the earth and water to save the air just doesn’t add up. A pie made with real apples (and my Irish grandmother’s recipe) is still the gold standard, as rare earth magnets may always be. But if it will help the environment to take the bronze, serve me up some Ritz crackers soaked in cinnamon and lemon juice.

Greenpeace as the tech industry’s green stamp of approval

Greenpeace has done its absolute best to be an epic pain in corporate world’s collective butt since 1971. So when Greenpeace says the corporate world is doing something right, there is an upside for said corporate world. After all, when just about every company in the world wants a good environmental record, who’s a more credible source than your most intractable green enemy?

A few days ago, Greenpeace released its third report on the computer industry’s green quotient. This year’s survey covered almost all of the heavy wood in the tech hardware industry: Acer, Asus, Dell, Fujitsu, HCL, HP, Lenovo, LG, Motorola, Nokia, Panasonic, Blackberry, Samsung, Sharp, Sony Ericsson, Sony, Toshiba and Wipro. (Not Apple, though. The two of them have been like a pair of wet cats in a gunny sack since 2006, when Greenpeace apparently singled Apple out for criticism of its environmental practices because a fight with Apple would draw the most press attention.) The reports ranks 18 of the world’s top desktop, laptop, television and game console manufacturers on three criteria:

  • removing toxic substances from their products;
  • end-of-life takeback; and
  • energy efficiency.

For the first time since it started the report in 2006, Greenpeace says the industry is making substantive progress in all three areas on a large scale. The report’s subtitle isn’t all that glowing – “Getting Greener But Not There” – but the progress made in just two years looks impressive. When Greenpeace did the first report in 2008, none of the products surveyed could claim to be green. Only a few scored even five out of a possible 10 points. By 2010, the picture was a lot brighter. Most companies were scoring well above five out of 10. The gap between the highest and lowest scores was much lower than in the previous two surveys. The industry significantly reduced its toxic chemical use and exceeded energy efficiency goals. High-tech companies still aren’t doing enough in product end-of-life, according to the report, but it also went on to say that:

This is an incredibly competitive, innovative and solutions-based industry, capable of creating the changes necessary to guarantee a sustainable lifecycle for each product manufactured. From our first Guide to Greener Electronics in 2006 to this third Survey in 2011, Greenpeace has seen the industry’s ability to consistently put greener products on the market. We believe the industry has the ability to overcome these existing challenges.

That’s an extraordinarily upbeat assessment from a group that isn’t famous for its good manners. Greenpeace is one of those groups that gives even their sympathizers the shakes now and again. There’s an unmistakable tone of smug superiority in their campaigns and their public statements, and they often come across as insufferably self-congratulatory. Their rhetoric is often over the top, such as calling Dell a “bloody marketing machine” for failing to eliminate hazardous chemicals from their products on a previously announced schedule. Greenpeace’s more colorful stunts routinely make the news media. In 2009, the group painted “Hazardous Products” on the roof of HP’s Palo Alto headquarters to punish the company for reneging on a promise to build more environmentally friendly products. Greenpeace members have chained themselves to public buildings, disrupted missile tests on restricted government property, and played chicken with whaling boats (though the group says it opposes violent tactics like that of former Greenpeace member Paul Watson). Greenpeace members scaled a water tower near George Bush’s Texas ranch to spotlight his administration’s environmental policies. They run embarrassing advertising campaigns against companies that don’t subscribe to their environmental orthodoxy.

They’ve also done things that, whether or not you agree with them, take incredible personal courage. Greenpeace volunteers have wrapped their bodies around baby harp seals in Arctic temperatures to protect them from Canadian hunters. Others blockaded the hunters’ ships to give still more volunteers time to douse the seals with green dye to ruin their fur. Those tactics helped effectively end the trade in harp seal fur in Europe in the 1980s. Greenpeace has often suffered for their boldness. In 1985, a Greenpeace photographer was killed when French government operatives blew up the group’s ship “Rainbow Warrior” as it sat in a New Zealand harbor preparing to protest a French nuclear test. Japan has imprisoned two Greenpeace activists on trumped-up trespassing charges after the pair turned over information that documented illegal whale meat sales.

What this is all leading up to is that no one can dispute Greenpeace’s authenticity. Love them or hate them or indifferent toward them, you can’t deny that their environmental cred is sterling because they’ve put skin in the game for 40 years. And the high-tech industry needs environmental cred.

The tech industry’s high electricity and toxic chemical consumption and its products’ relatively short lifespan have made it a target for environmental groups agitating for a more environmentally sustainable economy. There’s a lot of greenwashing going on these days as tech companies try to prove they’re not molesting the environment as they’re going about their business. Journalists and the public are getting more suspicious of environmental claims. Greenpeace is immune to greenwashing charges. The tech industry apparently understands that as much as they might privately loathe Greenpeace – hello Steve Jobs and the HP headquarters staff – the group’s imprimatur carries weight with a public that cares more and more about environmental issues. When Greenpeace and industry have a symbiotic relationship – even an uneasy one – you know the world is changing.

Mother Nature has gone off message

Forty-nine of our 50 states have snow on the ground – even Hawaii, says CNN – and we in the Northeast are getting dumped on. We’ve got official emergency declarations, National Guard activations, power outages, car crashes, flight cancellations and closings of just about every kind of operation that has a choice. It’s hard to worry about global warming today.

But just in case you were out shoveling and missed it:

  • We (or rather our descendants) are going to be living for the next 1,000 years with the adverse effects of the CO2 we’ve already generated – even if we could somehow halt fossil fuel use today. That’s according to a study just published in Nature Geoscience.

So if you go outside today, bundle up – and pray for a way to stay cool.

We care less about the climate

Or so it seems. As the planet heats up, global media coverage of the climate is down. Journalists published 23,156 climate-related stories in English last year, down 30 percent from 2009’s count, according to DailyClimate.org.

The new UN climate agreement in Cancun was largely ignored, at least compared with the 2009 edition in Copenhagen. That‘s the one that brought us the Climategate scandal, which set carbon consciousness back decades. Daily Climate says the December 2010 Cancun conference got a mere 10 seconds of airtime on the major network news.

The public just doesn’t seem to care like it used to. Or is it the media?

One thing stifling effective climate coverage is newsroom “tyrannies,” including those of limited time and space, of balance, and of the required “peg” or hook to justify a story’s urgency, says New York Times Dot Earth blogger Andrew Revkin.

‘Bo-ho-ho-ring’

There’s another tyranny, adds a Dot Earth commenter: The Tyranny of Boredom. “What about the simple fact that climate is quite possibly the most boring subject the science world has ever had to present to the public?” Randy Olson asks. “This stuff is bo-ho-ho-ring.”

If boring, it’s also complex. Consider the fact that December 2010 was the United Kingdom’s coldest since nationwide records began in 1910, and it was central England’s second coldest December since 1659. Now that’s a news hook. But being of the man-bites-dog variety, it muddies the waters, undermining the general understanding that global temperatures are, in fact, trending up.

(Eco-jargon compounds the boredom, complexity and confusion. Sustainability, for example,is one of Advertising Age‘s top 10 “jargoniest” pieces of jargon in 2010. “The term is a good concept gone bad by mis- and overuse. It’s come to be a squishy, feel-good catchall for doing the right thing.”)

In all of these cases, the “right” side of the argument is simply drowned out. A wind power company in the UK notes that 66 percent of survey respondents living near its controversial project actually support its proposed massive turbines while only 12 percent oppose them. But you’d never know it. Said the wind power company’s CEO, “We see this too often, the small loud minority being mistaken for the voice of the people.” (via Treehugger)

A new communications weapon

Concerned climate environmentalists and scientists are hoping to penetrate the ennui and reignite passion for their cause through “mind bombs,” writes Der Spiegel’s Axel Bjanowski. Mind bombs distill a cause into a highly emotional image, such as Greenpeace’s famous bleeding whale (image above), and drive a core message home. But photos of polar bears on ice, violent storms, turbines, or hockey stick graphs have been mind duds. They just aren’t working.

Other new communications strategies might include:

Sexy ads, e.g., a good-looking researcher in a bathing suit in the Arctic

  • Enlisting scientists to do their own journalism
  • Thinking smaller, i.e., focusing on a single, discrete facet of the climate problem and engaging a target audience to act
  • Anointing a new Al Gore
  • Establishing dedicated channels and processes for communicating important climate findings. (via Der Spiegel)

My hunch is that climate interest will largely hinge on the mind bombs. Two sets of birds falling from the sky – sad but not climate-related – are insignificant in the great scheme of things, but they generated massive interest this week. Meanwhile, a truly nuclear mind bomb, the BP spill, has an astonishingly short half-life in the public consciousness.

Climate change is the most important question of our generation: How can we amplify the silent ticking of the most devastating bomb of all, so that we compel the world to disarm it?

Admit flaws to achieve perfect tone

Rhetoricians call it “arguing against interest.” In simple terms, it’s a good way to build credibility fast. You readily admit a weakness in yourself or your argument to actually advance your larger case. I swear to you, your honor, I had no role in the killing of which I’m accused. I was out of state, uh, delivering a shipment of drugs. This mechanism causes the audience to wonder, who but an honest-to-God truth teller would disclose something so damning?

Arguing against interest can be a powerful tool for building brand credibility. Look at Domino’s Pizza, now publicly admitting their old pizza was terrible. Or Dos Equis: What, the Most Interesting Man in the World doesn’t always drink beer? This is a beer commercial!

What makes arguing against interest so powerful is its stark contrast against the vast majority of communication that argues, often lamely, in its own interest. Ads, websites, press releases and corporate blogs dump buckets of overstated goodness on a cringing consumer. You know, if you buy the right camera, you’ll shoot National Geographic quality images. With the right diamond necklace, you’ll be back on your honeymoon, and with a fabulous spouse.

Not saying such images aren’t seductive, but overstatement is the Achilles heel of marketers who are mired in old-school corporate communications. While gilding the lily has never been a great persuasion technique, today’s audiences despise it. They are sophisticated, discriminating and skeptical, if not cynical, driven largely by social media.

Case in point
A wonderful example of a brand arguing against interest to deepen credibility is Patagonia, the maker of outdoor apparel for skiers, rock climbers and campers (it’s like a crunchy Timberland). They’re not just sprinkling their content with a few aw shucks asides, they’re actually building their brand around a concept that, at first glance, is directly opposed to their own goal of making money.

The company’s Common Threads Initiative is urging customers to buy less clothing, wear it longer, repair it instead of throwing it away, and when it’s worn out, hand it back to Patagonia for reuse or recycling.

… to wrest the full life out of every piece of our clothing, the first three of the famous four R’s are equally important – to reduce, repair and reuse as well as recycle.

Under reduce, the company is calling on consumers to “buy what you’ll wear, and want to keep long enough to wear out” in order to “get by with fewer clothes.”

Under repair, it’s offering to fix zippers for free if the garment has enough life left in it.

(The company already has a recycling program that’s collected 39 tons of used clothes.)

This initiative is like General Motors telling you to drive your clunker into the ground because it’s the right thing to do. Of course, Patagonia is a for-profit business and commercial brand. So their larger goal with the Common Threads Initiative, one assumes, is to deepen customer loyalty, reduce raw material costs, and put a noble face on plain ol’ customer service (I mean, they’re probably going to fix zippers anyway).

Deep in the content
All this is clearly a flavor of cause branding, but Patagonia is taking it to the next level with a generous dose of argument against interest throughout its public content. For example, Patagonia recently underwent a corporate social responsibility (CSR) audit. A nonprofit watchdog organization took a hard look at their operations. Patagonia blogged about the audit in great detail. The post mentions a couple of instances of where the company fell short in the review (arguing against interest). They even admit they’re a founder of the group that was auditing them. Who even blogs about audits, much less the negative findings and conflicts of interest? Now you might be asking, where’s the marketing value in this? What comes through is not Patagonia’s warts, but its seriousness about being green and transparent. It’s as authentic as you can ever expect communications to get. And utterly believable.

Another example: In writing about the new Common Threads Initiative, Patagonia talks about its five-year-old recycling program, whose goal was to make all Patagonia clothes recyclable within five years. “This we will achieve in fall 2011,” Patagonia writes, “a year behind schedule.” Another argument against interest. This line is just sitting there in the copy, no excuses, no tortured transitions, just a fact. You make the call. This kind of statement is convincing.

Patagonia has a minisite, The Footprint Chronicles, that drills into the origin of Patagonia garments. Click on the Merino 2 Crew sweater and learn that the wool is sustainably ranched, the dye is okay, and the factory is okay,  but the wool travels 16,280 miles from sheep to store. “This is not sustainable,” the Patagonia website tells us. Who says this about their own supply chain? Nobody. In how many instances is it true? All the time, presumably. Patagonia cares so much about getting it right they readily admit what they’re still getting wrong.

In another Patagonia post, a blogger admits his orthopedic problems ruined his climbing adventure. One would expect tales of glory. But while Nike has LeBron and UGG Under Armour has Tom Brady, here’s Patagonia speaking through a guy whose arm keeps dropping out of his shoulder socket.

If all this arguing against interest sounds like overkill, it’s only because we’re calling out the exceptions to the rest of the Patagonia content, which as you would expect is generally favorable to the company. But this positive content is all the more believable next to a few well-conceived arguments against interest.

By acknowledging that’s nobody’s perfect, starting with yourself, you can strike the perfect note.