Archive for January, 2009

Coca Cola has just been awarded the 25th Annual Gold Medal for International Corporate Achievement in Sustainable Development.

“Coca-Cola’s Signature Contribution (returning to nature and communities an amount of water equal to what it uses in all of its beverages and their production), was cited by the independent international Gold Medal Jury as an exceptional demonstration of leadership in sustainability. Based on reducing and recycling the water used in manufacturing, and replenishing water as a vital resource, the efforts are yielding important social, environmental, and economic benefits.”

This award follows closely on the heels of Coke’s launch of its wind-powered billboard in Time’s Square (and plans to convert another 29 neighboring advertisements). Though not the first to use alternative energies to power billboards or reduce the environmental footprint of signage, it is definitely a high profile step in the right direction.

“Refresh. Recycle. Repeat.” is Coke’s sustainable campaign slogan. The next goal of the beverage behemoth is to recycle or reuse 100% of its aluminum cans and plastic bottles in the U.S.

With any luck, other large corporations will feel the pressure to follow suit with their own initiatives.

Alex Haythorne, at FD Element in Vancouver

The United States is at a critical crossroads in its energy policy.  The Obama energy transition team is currently developing the initiatives that will shape the incoming administration’s energy objectives.

The U.S. is in a global race to develop renewable energy technologies – to compete with leading countries in Europe and Asia. New York Times columnist and author Tom Friedman makes this clear in his newest book, “Hot, Flat and Crowded.”  He talks about how the U.S. must be a leader going forward in what he terms “ET” (Energy Technologies).

In order to compete, the US has to be strong in each and all of the fundamental stages of the Energy Innovation Ecosystem:

1. Research
2. Development
3. Commercialization
4. Scale-Up & Job Creation

In the last stage, “Scale-up and Job Creation, we will see extensive “green” economic stimulus projects in the overall stimulus package – i.e. stimulus projects that will aim to create tangible jobs through the building of wind, solar and other renewable energy projects. In addition to funding green projects that will create measurable jobs, another obvious place for the incoming administration to put funding is first stage of the energy technology continuum, “Research”.

But we also need to make sure that over the long run we are strengthening the near-term home run technologies that are two to six years away from Stage 4.  This is where the investments of corporations and investors such as venture capitalists are key.

An example of a technology in this stage is cellulosic ethanol. Celluosic ethanol is two to four years away from Stage 4, and is currently moving from Stage 2, into Stage 3 – Commercialization.  The U.S. has led in the development of this breakthrough technology – and we NEED to lead in the commercialization of this technology so we reap the vast economic rewards that will inevitably follow.

A great example of innovation and scale-up in cellulosic ethanol is Mascoma Corporation, which has raised about $100 million in equity investments, and has also brought in more than $100 million in state and federal grants. Mascoma has developed a partnership with Governor Jennifer Grandholm and the State of Michigan in developing a major cellulosic fuel production facility that uses non-food biomass to convert woodchips into fuel.  In Michigan, the company has received $26.0 million from the US Department of Energy and $23.5 million from the State of Michigan to accelerate Mascoma’s construction of their plant in that state.  The CEO of Mascoma said, “Working with the state of Michigan, two of its leading universities, and JM Longyear on this significant project brings us closer to commercial scale production of biofuels that can promote energy independence, reduce greenhouse gas emissions, and stimulate regional economic development.”

Note that this is a rare example – of a leading start-up technology company that is working with state and federal government agencies and major corporations to scale-up and build major projects.

This is what our government should be looking to foster with its green initiatives now – with a small but reasonable portion of its overall renewable energy effort.  It is fine that the majority of funding will probably go to technologies in the 1st and 4th stages – but we need to put a reasonable amount of money and effort into the 2nd and 3rd stages as well.

It is critical that we in the United States design these efforts in the building of ET so that we move fast to compete in the global economic race.

Weakness in any one or two areas of this Energy Innovation Ecosystem make the whole ecosystem weaker.  Each of the four parts of this Innovation ecosystem need to be analyzed and strengthened for the U.S. to be successful in leading in “ET” and reaping the global economic benefits.

We can not afford to be MEDIOCRE competitors in this race.  We need to hit on ALL cylinders to successfully transition the U.S. into one of the leading economies in “ET” for the 21st Century.  This transition will not be easy!

By Jim Hurd, Director, GreenScience Exchange

FD Shift presents “In Conversation with Senator John Kerry” in which he talks about what to expect from the Obama Administration.

“I know from my discussions before and after the conference in Poland this winter that the Obama Administration understands this and plans to hit the ground running; and we have to move because the world is looking to learn whether the United States really is back. To lay the groundwork, we will work with the President to develop cap-and-trade legislation that cuts greenhouse gas emissions 80% by 2050. With 59 Democratic seats and strong environmentalists like the Udall brothers in the Senate, the 111th Congress has an excellent chance to succeed where past Congresses and past Administrations have been stymied. Internationally, given our track record in recent years, other nations’ worries are understandable. That is why one of the most important things the United States can do to make Copenhagen as productive as possible to send a message to other nations that we are ready to lead.”

 Click here to read the entire FD interview with Senator Kerry.

Broad societal trends — from a “green” President and energy team, to the rapid rise in new media tools and the increased need for businesses to cut costs — will make 2009 a landmark year in communicating on sustainability.

1. Thought leadership and innovation as keys to combating the economic downturn

From Detroit to Wall Street, it is clear that short term bottom-line thinking is not conducive to running a successful business today. In ’09, companies will expand their focus beyond traditional sustainability methods (recycling, carbon footprinting) to include new initiatives and innovations to cut costs and attract clients. And with many businesses planning either to maintain or increase their spending on corporate sustainability efforts, 2009 will be a year companies look for and promote new ways of “going green.”

2. More use of social media tools and online video

Online video, a medium which enjoyed 350% growth in 2008, will expand even more rapidly in ’09 and will increasingly be used as a replacement for written information. Businesses and advocacy groups are now realizing the communication potential of social media networking — such as Facebook and YouTube — to engage customers and other stakeholders. Even President-elect Obama utilized these new media tools to communicate his ideas about sustainability and other initiatives.

3. Aligning corporate sustainability initiatives and activities with core brand values

There will be a closer link between companies’ sustainability initiatives and their overall brand identities. Environmental stewardship will no longer be buried in the back of a company’s website because the ROI for green marketing strategies has been established.  Expect more companies to realign their core business values to adhere to these new standards being set by stakeholders, competitors and indeed consumers.

4. Consumer concern over global warming rebounds as U.S. policy on climate change is clarified

With the new administration already proposing the most forward-looking climate policy agenda ever, businesses and non-governmental organizations (NGOs) may choose to capitalize on this momentum by joining the green movement. News of Obama’s alternative energy plans has already galvanized many in the renewable energy industry and we expect this trend to expand into other business sectors.

5. Accountability involving third-party partnerships will be more important than ever

NGO partnerships are one of the soundest ways to enhance credibility on sustainability initiatives. In the long run this will blur the once clear divide between businesses and other organizations, such as NGOs. Working with these advocacy groups, companies will take more active roles in land and water conservation, wildlife protection, renewable energy and other sustainability priorities.

Grant Draper, at FD Element in New York

Under a crisp sky, the jubilee rose to its climax as the 44th President took his oath. The speech that followed spoke of “gathering clouds and raging storms”. The sheer magnitude of what the new President is faced with is truly staggering. Regardless of citizenship or political inclination, we all know the issues, we all feel their weight, and yet in many ways we’ve all bet the farm on Obama’s confident smile and promises of change.

Resuming tradition, President Obama will make his first foreign trip to Canada, where we can only assume the agenda will focus on Obama’s green stimulus plan.

Obama has pledged to double U.S. wind, solar and geothermal generating capacity over three years, and the plan includes $20 billion in tax cuts for renewable-energy production and an additional $54 billion of spending to modernize the country’s aging electricity grid, and to make homes, vehicles and buildings more energy efficient.

Word on the street is that Prime Minister Harper will take this opportunity to propose a binational deal which would secure a regional source of American fuel through Canadian oil, and help to coordinate Obama’s lofty environmental plans.

Many have noted Haper’s failure to come to terms with the world Obama is proposing. While Harper hopes to peddle our dirty tar sands, Obama has clearly stated the world’s addiction to fossil fuels, and his plan aims to fight climate change while simultaneously stimulating the economy - not through consumption of traditional resources, but through new technologies and innovations.

Are Canadians being left behind?

We are bombarded with news of how European nations are creating jobs and cleaning up their environment. Obama has essentially proposed the green new deal. It’s not difficult to see where the future lies.

So what do we do? We take advantage of this global momentum to promote 40-year-old technology and Canada’s largest contributor to Green House Gas emissions.

Harper can no longer afford to delay Canada’s leadership on environmental issues. As we celebrate the hopes of tomorrow alongside our neighbors, whom can we look to at home to pin our own hopes upon?

Alex Haythorne, at FD Element in Vancouver

Last week, Coca-Cola announced that the company is near to completing a huge lighting retrofit project in its California facilities as a means to reduce energy. Once finished, the project is expected reduce to energy consumption for lighting by 5.6 million kilowatt-hours (kWh) per year–and potentially 113 million kWh over the next  20.

“At Coca-cola Enterprises, corporate responsibility and sustainability is where the world touches our business and where our business touches the world,” said Terry Finch, general manager and vice president of Coke’s West Business Unit.

Coke’s latest sustainability report, released last year, highlights the company’s ambitious objectives, which include reducing water use at its manufacturing plants by 10% by 2010; reducing packaging material by 100,000 metric tons by 2010; and reducing emissions 5% from 2004 levels by 2015.

The Coca-Cola Company is a model not just for its sustainability initiatives, but also for its reporting methods. Coke’s sustainability website is an online, interactive medium through which consumers and other stakeholders are actively engaged via an “addressing your questions” section and a monthly email newsletter, among other applications.

By Dan Giacomini, at The Element Agency in New York.

There has been recent media buzz surrounding the oil sands in northern Alberta, with different groups offering opinions.

On Wednesday, the New York Times published a story exposing the realities of America’s largest source of imported oil.

According to Susan Casey-Lefkowitz, a senior attorney with the Natural Resources Defense Council in Washington. “It would be strongly resisted in the United States to exempt the tar sands from any climate agreement.”

But oil sands firms aren’t worried about increased regulation, according to Reuters UK.

Whether regulation is on the horizon or not, industry leaders are beginning to realize that they’ve dropped the ball with engaging the public about this mammoth project.

By Don Millar, President of The Element Agency

Climate Progress has been commenting on the second TVA coal ash pond rupturing at the “Widows Creek” coal plant in Tennessee.

The folks at Ecogeek have been discussing a new natural form of carbon sequestration that has been discovered off the coast of Antarctica.

Freakanomics blogger Stephen Dubner at the New York Times is asking the question: “how will the recession affect clean technology?”

Treehugger is reporting on Beijing’s desperation to get high-polluting cars off the road by offering as much as $3,600 to citizens who give up their vehicles.

HackingCough is holding Apple accountable for recommending to its shareholders that they vote down a proposal that would bring to light just how green the company is.

And The Oil Drum is discussing the pluses and minuses of upgrading the US electric grid.

By Michael Morris, at The Element Agency in New York

Both South Korea and Japan made announcements yesterday about taking measures to create more than one million green jobs each.

In a world that continues to experience unprecedented economic, environmental and social challenges, more American businesses need to recognize their responsibilities to help a positive impact on society.

Community activist and author Van Jones presents practical insights into the two major challenges facing our society which are – socioeconomic inequality and imminent ecological catastrophe – and advocates solutions for how “investments” by businesses and government can solve them.

Jones sets about defining the principles of a “smart, supportive, reliable” partnership by calling on business and government to capitalize on the growing consumer demand for green solutions with the introduction of a “Green New Deal”. In his book, The Green Collar Economy, Jones re-imagines FDR’s original New Deal in his advocacy for a new Green New Deal with government “a partner” of the people, and sets about defining the principles of a “smart, supportive, reliable” partnership.

Last month, a group of 14 companies announced a partnership – The U.S. Advanced Battery Consortium – with the U.S. Dept. of Energy’s Argonne National Laboratory to build a plant to make lithium-ion batteries for electric cars.

Following January 20th, expect to hear more “partnership” announcements between the Obama administration and the private sector. Business and government partnerships are the shape of things to come.

By Grant Draper, at The Element Agency in New York.

2009 will be the year when a number of highly anticipated technologies will come out of their prototype phases and begin reaching consumers.

One of the most promising new products is coming from a company called nanosolar, which recently developed a method for printing solar cells on flat sheets of substrate at a speed of up to 2,000 feet per minute.  Their technology is poised to dramatically reduce the cost of electricity to less than $1 per watt.  The company is currently working on two 5 megawatt solar farms and is producing sheets of solar cells for commercial applications, but will be selling to the general public by the end of the year.

By Michael Morris, at The Element Agency in New York