A rosy idea for clean energy measurement

Arthur Rosenfeld - the godfather of energy efficiencyIn a recent news release for a cleantech client I struggled to quantify the energy savings and environmental impact that the technology delivered in a meaningful way. Communicating clean energy benefits can often trigger a mish-mash of metrics, like energy units (e.g. kilowatts/hour) made, dollars saved or potential pollutants scrubbed from the atmosphere.
 
To that end, Scientific American introduces us to a new scientific measurement for energy savings called the "Rosenfeld" named after the so-called "godfather of energy efficiency," Scientist Arthur Rosenfeld.
 
One Rosenfeld equals an energy savings of 3 billion kilowatt-hours per year -- the same amount generated by a 500-megawatt coal-run power plant. As Scientific American describes it, the Rosenfeld metric provides a much needed:  
"... measurement that would help regular people visualize efficiency's massive potential, but also be as accurate as possible." 
Weight Watchers have calories, cars have MPG and my woodstove boasts in BTUs. It's not a bad idea that communications pros in clean tech industries coalesce around a standard, meaningful unit of energy savings measurement. And while we’re at, let’s nickname it the Rosy for simplicity’s sake.

SAGE's re-imagining of windows will help save $300 billion in energy

This morning Department of Energy (DOE) Secretary Steven Chu – joined by Senators Al Franken and Amy Klobuchar – announced $100+ million in DOE funding and IRS green manufacturing tax credits for our client SAGE Electrochromics.
 
These funds will help SAGE establish a new 250,000 sq. ft. facility in Faribault, Minnesota used to manufacture energy-saving, electronically tintable dynamic glass that  makes buildings more energy efficient and creates hundreds of new, skilled, green manufacturing jobs.
 
While hundreds of buildings have already installed SageGlass windows, this new government funding will enable the company to mass produce its glass and bring this energy saving technology to the world.
 
Secretary Chu has repeatedly said the biggest gains in decreasing this country’s energy bill, the amount of carbon dioxide and our dependency on foreign oil will come from energy efficiency and conservation in
SAGE Electrochromics' SageGlass

SAGE Electrochromics' SageGlass
Courtesy photo

the next 20 years. SageGlass is a leading example of an energy efficiency technology.
 
SageGlass products transform windows from an energy liability to an energy source. The potential for energy savings is significant because energy loss through windows accounts for about 30% of heating and cooling energy. According to the National Renewable Energy Laboratory (NREL), electrochromic windows like those produced by SAGE can save one-eighth of all the energy used by U.S. buildings each year. This is equivalent to about 5% of the nation’s energy budget. This translates into savings of approximately $300 billion over the next 20 years.
 
That’s not chump change.
 
SAGE focused on something each of us experiences every day – glass – and re-imagined it, transforming glass into something innovative that helps make the world a better place and America more competitive.
 
This is a great example of how something seemingly mundane like a window can become highly transformational.

Hummer: a beast of a brand

Branding is tricky business.

It’s not enough to crisply differentiate a product, provide stellar service and reinforce your customers’ delusions of grandeur. The whims of the market might still bring you down.

That’s what’s happened with the Hummer. Say what you want about the make, now being
euthanized by GM, but you can’t deny the brand's potency. Huge. Tough. Dangerous. Cavalier. I am a force. Reckon with my a**.

The problem was, the brand couldn't contain its own machismo. Like a downhill ski racer hurtling off the course, the machine’s daring was its downfall. Utterly and unapologetically ginormous, it came to stand for everything that’s wrong with our auto-addicted, fossil-fueling, high-beaming selves. As we used to chant on the playground, Hey! Hey! Get outta my way! I just got back from the USA!

Which reminds me, a buddy of mine rolled up on a sexy new
BMC racing bicycle the other day. Beefy, squared-off tubes. Not to be messed with.

“Dude,” I said, “that baby is the Hummer of bikes.”

Like a good liberal, he blanched.

Oops, sorry, meant that as a compliment. He likes the bike because it’s Swiss.

Anyway, a pending deal to sell Hummer to a Chinese concern fell through this week, prompting GM to say it will begin the “orderly wind-down of the Hummer operations.” As with the other brand GM recently tried to retire, Saab, there’s a glimmer of
hope. That would be of interest to the 3,000 people who make and sell Hummers in the US, including 950 who work at an already shrinking GM plant in Shreveport, La.

If the brand does collapse, you can’t blame it on the brand per se. Gas prices, recessionary times, heightened eco-consciousness and a more touchy-feely zeitgeist also played roles. But wait, that’s getting back to the brand, isn’t it?

After all, the Hummer isn’t the only vehicle that gets paltry mileage. In fact, the
Hummer H3T at 16 mpg was green enough to get on the cash-for-clunkers trade-up list – not as a clunker but as an approved replacement. There’s a fair number of Audis and Beemers in that mileage range, and no one's callilng for their demise.

So maybe the Hummer got a bad rap. Or maybe it didn’t. Either way, the Hummer is gone (nearly). In the elegiac words of the Bard of Big, Hummerpedia.org:

This is the end, my only Hummer friend, the end. Bad news for those who love the H make.

<sniff!> Gone, perhaps, but not forgotten. It was a beast of a brand.

A few environmental predictions worth checking out

Forecasting anything except the weather in Antarctica is a low-margin game, at best, so I usually discount forecasts and predictions (including my own) at a hefty rate. Having said that, however, the American Society of Landscape Architects recently wrote some environmentally-related predictions that were engaging enough that I hope they come true – or in a few cases, don’t come true.

 

Aside from the subject matter itself, the thing I like about the ASLA’s predictions is that they communicate well. What I mean is that most of the predictions describe changes that would be very visible in the average person’s life – the proliferation of bicycles for commuting, or the growing cost of fuel making urban agriculture economically viable again. Check out the predictions on the ASLA’s “The Dirt” blog. What do you think?

Toyota's reputational challenges: a job for George Mitchell or Madeleine Albright?

Of the latest developments in the Toyota saga, the most potentially harmful to the company’s brand equity lacks the flash of its brethren, but packs a stronger long-term wallop. The most interesting new development in Toyota’s woes is the growing chorus of mumbles about the Prius, the world’s marquee hybrid vehicle and an icon in the green community.
 
Powering that story line are Steve Wozniak’s speculation that a software-related problem made his Prius accelerate on its own, and growing concerns that the Prius’ brakes are as problematic as the accelerators in its other models. Coming in a close second to the Prius is Transportation Secretary Ray LaHood’s offhand statement (since retracted) advising owners not to drive their recalled vehicles until a new safety device is installed. Although LaHood said he misspoke, the damage was already done.
 
However, the most worrisome news for Toyota is the DOT’s apparent willingness to fine the company for failing to respond quickly enough to reports that its gas pedals were sticking. That cuts right to the heart of Toyota’s competence and regard for consumers. If the feds fine the company, it will legitimize accusations that the company didn’t move quickly enough to correct a potentially dangerous problem. Again, it gets back to consumers willing to forgive mistakes, but not inattention. It will be interesting to see whether Toyota greets the growing chorus of criticisms with the transparency we advocated in our last blog.
 
One PR case study after the next has shown that as bad as things can get because of the facts, evasiveness makes it worse. Maybe the best thing the company could do is hire an outside investigator with sterling credentials to trace the problems from beginning to end, and cop out to whatever he/she dishes out. Sounds like a job for Madeleine Albright, George Mitchell or Sandra Day O’Connor.

A new generation of products wraps stodgy concept of conservation in sexy new clothes

Covalent’s organic solar concentrator - www.covalent.com

 Covalent's organic solar concentrator

Not too long ago I described conservation and efficiency as the homely sisters in the sustainable energy world because there were no iconic products that symbolize efficiency the way wind farms and solar panels symbolize their respective industries. I was wrong. Epically wrong.

The U.S. Department of Energy recently published a list of companies that received grants to develop energy efficiency technologies. Many of these products are relatively boring, designed to toil away deep in the bowels of a power generation system, squeezing out delivering a few more watts here and a few more degrees there. Others, though, really capture the imagination. They show that energy efficiency doesn’t have to be a dud in the public eye. It can excite the popular imagination and communicate the message that using less energy is the single nicest thing you can do for the Earth until renewable energy usurps fossil fuels. And some of these efficiency products are, if you’ll grant some latitude on the use of the word, sexy.
 
Take Nanotrons, a division of Agiltron. Nanotron is working on a long-lasting reflective coating to improve on today’s short-lived coatings. Paint Nanotron’s coating on your building’s roof, then watch your cooling costs drop. Kazak Composites  is developing building panels that retain heat and coolness, and “know” when to release them to keep room temperatures even. Lower air conditioning bills in a can? Smart sheetrock? Not bad.
 
Even the stuff that will work under the covers has a good cool quotient. Machflow Energy, for example, is using exotic gases like krypton and xenon in a heat pump that makes refrigerators, freezers and air conditioners run on less electricity and with no environmental damage. Considering that heating and cooling systems emit over a half billion tons of carbon dioxide into the atmosphere each year, according to the DOE, efficiency improvements make a huge difference to the environment. And you thought krypton was Superman’s home planet and xenon was the warrior princess’ brother.
 
Some products combine efficiency with one of the other marquee sustainable energy sources. Covalent Solar is developing coated glass that improves solar voltaic efficiency by concentrating solar energy on dense arrays of solar cells at the edges of the glass, reducing the overall number of cells needed to produce the same amount of power as a larger solar array. Giner Electrochemical Systems, LLC., is working on a new way to produce hydrogen (fuel cells, anyone?) with less electricity than current production methods.
 
So back to the use of “sexy.” Maybe “interesting” or “fascinating” would have been more appropriate words to describe these up-and-coming efficiency technologies, but they lack the necessary sizzle. Energy efficiency needs to be in the public’s face – and not just the “earth first” set. They’re already invested. I’m talking rank-and-file consumers. The U.S. consumer market consists of more than 100 million households and generates about 17 percent of the nation’s greenhouse gas emissions, according to EnergyStar.gov. As much as 30 percent of the energy used to power household heating, cooling and appliances is wasted. The European Union is ahead of the U.S. on the efficiency front. It has already set a goal of cutting its energy consumption 20 percent by 2020, and it knows it needs the mass audience’s buy-in to reach that goal. “To achieve this goal, it is working to mobilize public opinion, decision-makers and market operators and to set minimum energy efficiency standards and rules on labeling for products, services and infrastructure,” the European Energy Agency writes on its Web site. We’re not going to make worldwide societal changes that reduce energy consumption by talking like Mr. Spock. Efficiency needs an iconic product that combines a little Angelina Jolie sex appeal with some Steve Jobs salesmanship thrown in for good measure.

How GM can get its groove back

In an interview this week with NPR at the 2010 Detroit Auto Show, GM Vice-Chairman Bob Lutz was bemoaning how the company lost its way from the days when GM made its greatest cars in 50s and 60s.

Later that day, my iPod Shuffle dished up Neil Young's "Johnny Magic," whose video takes place inside Young's electrified '59 Lincoln, the LincVolt. And that's when it struck me ... with so much of GM's future riding on plug-in hybrids, why not be like Neil?

UPDATE: Yes, I realize that Ford built the Lincoln, not GM. I'm just saying...

Urban farming sows seeds of hope in Detroit

Urban farming - CleanSpeak Blog - Steve McGrath

What comes to mind when you think of Motor City? America’s proudest industry crushed? Twenty-seven percent unemployment? An exodus of more than half the populace?
 
How about a wasteland where you can buy a house for $15,000, if you dare live in it?
 
John Hantz sees all that but also envisions Detroit as the nation’s first urban farm. Acre after acre of sustainable agriculture could create jobs, attract tourists, yield the local produce consumers crave, and create scarcity of real estate to revive a moribund market.
 
“We need scarcity,” the wealthy stockbroker tells Fortune. “We can’t create opportunities, but we can create scarcity.”
 
An estimated 40 square miles of land lies abandoned in the 138-square-mile metropolis. The concept of farming it is drawing positive if cautious responses from various quarters. Says the American Institute of Architects, “Detroit is particularly well-suited to become a pioneer in urban agriculture at a commercial scale.” Fortune includes favorable quotes from a Harvard urban planning professor and a former HUD official as well.

Hantz Farms envisions tomatoes and greens germinating in the spring and shoppers harvesting ripe produce for the table in the summer and fall. The investor is offering $30 million for a pilot and is asking for free tax-delinquent land and zoning changes that would lower taxes.

Hantz has his critics and skeletons, but the idea is wildly fresh. And given the city’s legacy – creating an industry that helps warm the planet then protecting that industry at all costs – what could be more carbon negative?

2009: Looking back at the year in environmental issues

The scribes at here at CleanSpeak central have written about everything from wind, to solar, to endangered natural landscapes, to endangered McMansions, to Christmas trees, to hybrid vehicles this year. We decided to take a look back and nominate our own slate of candidates for the Top 5 Environmental Stories of 2009.
 
  1. The American Recovery and Reinvestment Act of 2009. It included $80 billion for green/sustainable initiatives like a smart power grid, renewable energy technology, home heating efficiency and green job training programs. If the American economy is going to be more sustainable, it’s going to take this kind of government leadership.
  2. The Copenhagen Climate Conference. It didn’t accomplish much of substance, but all of the major players were in one place duking it out, which at least elevates the issue of climate change to a more prominent place in the public eye.
  3. Boeing gets the 787 jet liner off the ground. The 787 Dreamliner, with a composite rather than aluminum skin, represents a future of more environmentally friendly air travel. With its more efficient engines and lightweight construction, the Dreamliner can make long hauls on less fuel than any of its forerunners or its ostensible competitor, the oversized Airbus A380.
  4. More polar bears are going hungry. Polar bears might be to this generation what the canary in the coal mine was the previous generations. Scientists in 2009 announced that the number of under-nourished bears has tripled in the last 20 years. The culprit is warmer global temperatures that are shrinking the ice masses where the world’s largest land predator hunts for seals.
  5. Chevrolet officially unveils the Volt. General Motors is staking a lot of its future on the plug-in hybrid, which is its long-delayed answer to hybrids from Toyota, Honda, Ford, and now Mercedes. That’s quite a turnaround for the company known for environmental nightmares like the Humvee, which gets about nine yards per gallon if it has a good tail wind.
There were, of course, innumerable other environmentally tinged stories this year. Any thoughts on what should have made the list? Let us know!

Real Christmas trees are okay

The verdict is in: It's okay to have a real Christmas tree – yes, the kind you cut down.
 
That’s according to the National Christmas Tree Association and my informal Yammer, Facebook and Twitter poll on tree choice. The breakdown:
 
Real tree: 74 percent
Fake: 15 percent
No tree: 11 percent
 
Although the poll was about respondents’ outright choice, many commented on the sustainability considerations. Lest you think the survey too lightweight, know that some heavy hitters took part.
 
A prominent New England horticulturalist:
 
“Buying locally grown trees help keep farms/crops alive. I like to make ornaments that the birds can enjoy and put the tree outside my window after the holidays to extend its life.”
 
 
A forester for the U.S. government:
 
“If you buy from a local grower, you are helping to preserve open space – the loss of which is arguably one of our most pressing environmental concerns in the Northeast. The grower is making a modest profit (compared to growing condos).”
 
The NCTA asserts that artificial trees contain dangerous chemicals, are imported all the way from China, and consume natural resources of their own in their manufacture.

The joy of real

In addition to the green benefits, many poll respondents prize the tradition, the scent, and the sheer joy (especially for kids) of having a real Christmas tree. Several mentioned felling it themselves and recycling it afterwards. Approximately 25-30 million real Christmas trees are sold in the U.S. every year, according to the National Christmas Tree Association (more stats).
 
Four of the 27 respondents to my poll prefer manufactured trees, yet only one does it for environmental reasons.
 
“We don’t like cutting a fresh tree every year. We figure one batch of plastic re-used for 20 years beats 20 trees on the environmental scale.”
 
The American Christmas Tree Association, not to be confused with the aforementioned National Christmas Tree Association, agrees with this position, saying that over a 10-year span, the carbon footprint of one artificial tree is smaller than consuming 10 real ones. Moreover, it says, the PVC in artificial trees is safe enough for water pipes and plastic wrap.
 
For real-tree advocates, however, the Tannenbaum is the soul of Christmas, and it shouldn’t come from Wal-Mart. It’s one of the last vestiges of real in a holiday dominated by electronics, licensed characters, parking lot wars, Manheim Steamroller and pathological consumption. For them, a real tree promises a real Christmas. So it’s good to hear that real trees are at least green enough for people wanting to do right by the environment.

What kind of tree are you getting? Post a comment explaining why. 

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