Cafe Musings (or How Clean Tech is Becoming Ubiquitous)
Ron Pernick
Back in 1996, already three years into the Net revolution, I recall
sitting in San Francisco Bay Area (my home for 13 years) cafes, and
realizing how all the talk I overheard was dominated by the Internet.
The guys at the table next to me were talking about their idea for an online
toy company, the people next to them about their Web zine to compete with
HotWired, and those behind them about the launch of their new online
stock-trading venture. At my own table, I was likely talking about online
travel, virtual communities, web search, or how to recreate the Whole
Earth Catalog on the web. A cacophony of web dreams and net creations...
Some were brought to fruition while others got no further than table-top
doodlings.
In any case, conversation about the Internet was seemingly ubiquitous.
Now, from my perch in Portland Oregon (a major node in the global transition
toward sustainability) – the conversation is very different. In 2008, when I
go to cafes in Portland, the conversation is on green buildings, solar PPAs,
wind-power development, green-collar jobs, regional and organic foods, and
clean-tech relief and development efforts in the developing world (to name a
few).
And it's not just Portland.
Clean tech, green biz, and sustainability are now the stuff of cafe
conversations (and new business formations) in such far flung locales as
Toronto, Canada; Shanghai, China; and Bonn, Germany.
At a recent family gathering (in a restaurant, not a cafe) I was amazed at
the level of discourse and familiarity with clean-tech issues among my
siblings and cousins. One of them asked me about the issue of grid
transmission constraints for moving wind-power resources from remote
locations to urban centers, another wanted to better understand the
environmental impact and lifecycle assessment of the battery packs in hybrid
vehicles, and yet another was grappling with the issue of carbon
cap-and-trade versus a carbon tax.
In my estimation all this conversation and technology and business
maneuvering is a good thing. We're no longer at the stage where people need
to be introduced to these issues, we're at a stage where people are asking
below-the-surface questions, devising innovative remedies, and creating new
business plans to address some of the greatest challenges of our time:
resource constraints, environmental degradation, energy security, and
economic and job creation.
I've heard some recent rumblings on the web and in the blogosphere about the
impending "green bubble." And in some ways they might be right – there could
be a waning of "green" as the next "cool" thing. Some overvalued sectors
will likely come back down to earth. Feel-good environmentalism in the form
of "carbon offsets" for Hummer-driving, McMansion dwellers will certainly be
exposed as being an inadequate solution. But I think something far more
striking is happening. Green business, clean-tech, and sustainability, like
the Internet, are going to become ubiquitous. And by becoming so prevalent
and embedded, they'll in many ways disappear.
Utilities won't just deliver cheap and reliable electricity (their age-old
mandate), but now their business case will increasingly rely on delivering
energy efficiency (including the smart grid) and low-carbon or zero-carbon
emission energy sources (like solar power, wind power, and geothermal).
Builders won't just build skyscrapers that pepper the urban landscape,
they'll develop smart buildings that reuse water, utilize significantly less
energy, and that are generally cleaner, brighter, and healthier. Waste
management companies won't just haul garbage to increasingly scarce
landfills, but harvest their waste bounties as new recycled materials,
energy feedstocks, and fertilizers.
Don't get me wrong – the shift won't happen overnight. Neither is it a fait
accompli. Instead, it will take a concerted effort among enlightened policy
makers, technologists, entrepreneurs, business titans, academics,
financiers, citizens, and others over the next 10-20 years.
But the signs of the clean-tech transition to mainstream ubiquity are
becoming clear. Just witness the following headlines from the Clean Edge web
site over the past couple of months:
- China to Double Renewable Energy Target
- Las Vegas Hotel Becomes World's Largest LEED Certified Building
- New Jersey Utility to Offer $105 Million in Solar Loans
- EU Countries Near Agreement on Sustainability Criteria for Biofuels
- AES and Riverstone Commit $1 Billion to Solar Joint Venture
- Wal-Mart to Provide Energy-Audits for State Capitals
- PGE Announces Landmark Deal for up to 900 MW of Solar Thermal Energy
- GE Invests in Electric Vehicle Producer Think and Battery Manufacturer
A123Systems to Commercialize Electric Car
So, when I travel around the country and overhear people in cafes talking
about plug-in hybrid electric vehicles, the presidential candidate's stances
on global warming, or a new business plan for a clean-tech company – I don't
get discouraged that it's a fad about to pop. I see it as the next big wave
of innovation and entrepreneurship – and one that's getting firmly seated in
our collective ethos.
That, I believe, is something to muse (and cheer) about.
------------
Ron Pernick is co-founder and managing director of
Clean Edge, Inc.,
coauthor of
The Clean Tech Revolution, and Sustainability Fellow at Portland
State University's School of
Business.
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