Today’s blog is part two in a series posted by guest blogger, Ed Marshall, a Senior Account Manager at Beaupre.
The other week, I blogged that renewable energy alone will not be able to compensate for an anticipated precipitous decline in world oil supply. We said we need to invest in energy efficiency to bridge the gap. This week, I look at the challenges of becoming a more efficient world, starting with you and me.
In the mind of the average consumer the image of efficiency and its close cousin conservation is one of deprivation and austerity. Certainly not the stuff that made America great! America was built on fables of abundance.
But doesn’t efficiency have its own attractive tale to tell? Take the iPad, for instance. Turns out it’s really energy efficient. Among the many ballyhooed features of the iPad, right up there with the sexy interface, is its amazing battery life. Wait - praise for efficiency? Sure, because that’s efficiency delivering something people really want; truly mobile computing. After all, who wants a mobile device that needs to be tethered to an outlet? The iPad isn’t just slick fun – it’s slick , fun, freedom!
By building more compelling imagery – starting with us as marketers and reaching all the way up to the Marketer in Chief – efficiency has as much, possibly more, intrinsic appeal as alternative energy. After all, lots of the alternative energy stuff is “five to 10 years away” and seemingly always will be (where is my hydrogen economy?). Insulation, smart glass, telecommuting, car sharing, geothermal heat pumps, new urbanism and smart planning? That’s efficiency, and that’s here, now ready to deliver more control in uncertain times, status among peers, novelty and more. So, if you’re starting out in a quest for green market dominance with a venture that’s efficiency or conservation-focused, look to spin a new fable of abundance based on the self-interest needs or wants that your product or service can deliver.
Ed Marshall has been in technology PR for over 12 years, following a stint in the non-profit world and a hitch in the journalism trenches at a daily newspaper. A cat magnet, avid reader and part-time unicyclist, Ed can be found most weekends reconfiguring the homestead or trying out yet another Linux distribution.
Are you as big a fool as I am? I’ve been giving BP the benefit of the doubt on the gulf oil disaster – until this morning, when I learned that the gusher could be spewing 11 to 16 times as much as BP has been saying. That's equivalent to a new Valdez spill every four or five days. The bigger estimate is from of a Purdue University fluids expert without an apparent dog in this fight.
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So how, exactly, do we make energy efficiency sexy? More about that in my next post.
Posted by: Ed Marshall