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Ivan Enviroman
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AlwaysOn Going Green 2008 WrapUp: Bridging Green’s Great Divide Published by SustainableMarketing on NewsGator Online on October 6, 2008 in marketing. 0 Comments  There remains a distinct disconnect between the Green Movement and Clean Tech. One is rooted in Berkeley, the other Silicon Valley (interesting how close they are in proximity…what is it about the Bay Area?). Somehow, though both groups are clearly trying to bring about a massive shift in our society, towards sustainability and natural systems, the two groups remain distant and distinct. Many reasons for the gap exist, though any attempt to diagnose would have to begin with a discussion of stereotypes: green is for hippies, yippies and yuppies; clean is for VCs, IPOs and the NYSE (I was going to say I-banks, but I’m not sure those still exist). I appreciate that there are impressive young business minds in the green movement, guys like Tom Szaky of Terracycle and Ben Brown of MakeMeSustainable, to name a couple, and some world-leading scientists and non-profit directors like Paul Hawken and Amory Lovins, there is also a scarcity of true, business-bred, white-hairs. Yes, there are converts from big business who have come on board (Ray Anderson, John Doerr, Jonathon Greenblatt) to great effect, the majority of companies that are truly green are run on a shoestring by young, passionate visionaries. Clean Tech, on the other hand, is well funded, resource heavy and guided by middle-aged, highly experienced business people who had formerly run other large, conventional companies. What I saw at AlwaysOn’s Going Green Conference was a step in the right direction in terms of bridging the gap and at the same time a clear indicator of just how deep and wide the divide is. I’m at many of the green conferences on the west coast and the attendees are often quite similar from one event to another, usually providing me at least several dozen familiar faces to reacquaint myself with. At AlwaysOn, there were only a few of the likely suspects (Axil Comras, Steve Glenn, Karen Solomon and Mike Flynn) and a sea full of suit wearing execs I didn’t know. My take is that the price ($2,250) was too high for most of the purely greens, hence their weak numbers. Fortunately the entire show was shown live on AlwaysOn’s site and is now archived, so you can watch it for free. As for content in terms of panels and keynotes, I must say it was an incredible array of minds, thoughts and discussions. Vinod Khosla gave a tour de force about why Clean Tech is limiting itself by definition; Elon Musk shed some light on his grand philosophy and countless others described the new green world as they saw it. Frankly, an eco-nut’s buffet. While I could write endlessly about the information purveyed and visions declared, below are some of my favorite findings: *Always On gets social media. The front row was a dedicated “Bloggers Bullpen,” the first time I’d actually seen room made for bloggers at a green conference, and there was live blogging broadcast behind the speakers to catch the discussion taking place online. Bloggers, though, still seemed to be checking their email more than covering the event, but who doesn’t excessively multi-task these days? *Clean Tech is just as convinced as the Green Movement that growth rates are explosive and will continue to grow; as I like to say, necessity is the driver of fate.*Water and energy are now directly interlinked (see Sustainable Water Alliance) and rightfully so; it takes water to create energy and energy to create water, oh, and without water, humans die in 3 days. *“Nature will show us the way,” Dennis Calvert, Biolargo’s CEO proclaimed, echoing a thread through the conference: Biomimicry. *Both silos of the movement use the same generalized rhetoric about the future, yet with different target areas, lifestyle changes v. hi-tech changes. *They handed out SIGG-like bottles and the attendee felt like she had to explain it: “since this is a green event we have these water bottles you can fill up.” *Richard Hamilton, CEO of Ceres, the company that does the genetic modifications for Monsanto said “we’re not going to run out of food any time soon” … so, ahem, why do we need GMOs? To my question about gaining public sentiment in the US and EU against GMO foods: people are stupid; we don’t care about the EU because China and India are buying our products like crazy (don’t believe me, see it for yourself). Live bloggers, right behind Hamilton’s head, ripped GMOs and called Richard “scary” to his face (he actually notices it and is obviously offended). Later in a conversation with Hamilton, he likened the rise of Whole Foods to that of GNC in the 90s, declaring it to be a passing fad and affirmed that Norman Borlaug’s Green Revolution of the 60s is still a successful model. *Vinod Khosla, Khosla Ventures, boldly throws down the gauntlet with the statement that clean tech as we know it is irrelevant and that the new green is “Main Tech” or lighting, homes, bioplastics, the infrastructure of our daily lives. He says the winners must have a diversified effort: take as many shots as possible. The areas he was most keen on are distributed & utility-scale solar, engineered geothermal, wind storage, synthetic natural gas to the more mundane, lighting, batteries, motors, home building, engines, appliances, pumps, cellulosic and algae fuels, water systems, tools, plastics, electrochromatic windows. Investors should follow Khosla as he has his finger to the pulse of the movement. He says corn ethanol, like hybrids are a stepping stone to the market and helped to create the dialogue and innovation that are next generation clean technologies. Khosla is working on what he calls the CLAW rating system (Carbon, Land, Air, Water) which is similar to LEED, measuring eco-impacts of biofuels and clean tech.*Quotables by Khosla“this planet needs at least an 80% reduction in carbon emissions” “natural gas is a dead end”… “as are vegetable based fuels”“the goal is to solve the global climate change problem”“non-food based biofuels models should be plugged in to all the nation’s paper mills that have been closed down in recent years”“use perennial crops for ethanol”“Polyculture [rather than monoculture] creates higher yields”“Trivial amounts of land can be used to completely replace oil” “Bioalgae is the next generation of biofuels [= lower cost/higher yield]”*Elon Musk, Founder of Tesla Motors, Solar City and SpaceX, points out that Silicon Valley is the center of the Green Car Revolution which he, via Tesla, helped to start (true) and that the Volt came to concept because Bob Lutz was inspired by the Tesla (also true). Tesla is soon coming out with a sport sedan “Model S” $60k, 20k units, in conjunction with Daimler (thanks be to god). Soon coming out with extended range versions (>300 miles per charge) with fast charge capability (<60mins) pack can be swaped out. Musk’s venture, SpaceX, is due to his long-standing goal to help humans become multi-planetary, and while flying around in space, burning 30,000 gallons of fuel per flight doesn’t sound green, he offsets the emissions with another company he’s invested in: Climos. Musk’s best advice to the entrepreneur in you: “avoid the error of excess scope.”*My Top 2 Notable Companies:1) AquaVia: radically bringing solutions to the water crisis; noted carbon/climate change is secondary to the water crisis. 2) Coskata: best of breed biofuels company: http://www.coskata.com/*The car we all need: The Honda Civic FFC on Cellulosic Ethanol for $15,000, lowest emissions per dollar. *The car I want: Tesla Model S with extended charge and swap out batteries.***Scott Badenoch is co-founder and CEO of CreativeCitizen.com, the wiki for green living, where you can find over 600 Creative Solutions for living more environmentally friendly lives. Scott also consults businesses and government entities about sustainability. He can be reached at scott@creativecitizen.com or follow him on Twitter: TheCitizen. (Please click the headline if you would like to comment on this post)  Green Exchange Marketplace Aims at Becoming the Largest Green Business Community in the U.S. Published by SustainableMarketing on NewsGator Online on October 6, 2008 in marketing. 0 Comments  Brothers David and Doug Baum founded Baum Development LLC, in Chicago in 1989. In 1991 they started Baum Realty Group. Baum Development has received numerous awards including seven Chicago Association of Realtor Good Neighbor Awards and a Preservation Excellence Award from the city of Chicago for their work in adaptive reuse and historic preservation.  There latest project brings the past and future together with Green Exchange, a business community devoted to the triple bottom line combining a virtual and community of socially-minded entrepreneurs along with a real-world community of retail and office space housed in a nearly century-old industrial building that once served as headquarters for the Vassar Swiss Underwear Company.  The Baum brothers and their team are nearly complete in retrofitting the grand old 272,000–square-foot structure into the LEED Platinum certified home for more than 100 businesses offering a “unique collection of leading edge products and services to the environmentally conscientious consumer.” “Live green and prosper” The idea of the Green Exchange is more than just as a shopping mall for green businesses, but also as a “communication tool” designed to help the green business market move from “niche to mainstream”. According to the Baum’s, the Green Exchange is designed as a collaborative community for business leaders and entrepreneurs to network and share ideas, while interacting with the public to raise awareness of sustainability, both educating the consumer and providing green options for a wide range of products and services. As well as the physical community, Green Exchange hopes to build an active virtual green business community led by many of the “big names” in the sustainability movement, including Van Jones, Carol Moseley-Braun, Craig Sieben, and many others. The Green Exchange makes these “Eco-Leaders” available to answer questions and talk of their vision for sustainable business and the green marketplace. If you’re a green business owner or entrepreneur in the Chicago area, Green Exchange offers amenities to “drive your Triple Bottom Line Growth” for all types of businesses, from retail, office, shared office, and live/work lofts. Out of ashes of the old economy will emerge the full realization (and necessity) of the green economy. The readers of Triple Pundit know that already, and the Green Exchange aims at doing its part. The Baum brothers say it best:“Green Exchange is committed to shifting the green marketplace from niche to mainstream, making green living easy and accessible for the public, and giving green businesses and innovators the national stage they need to grow exponentially.” (Please click the headline if you would like to comment on this post)  WEST COAST GREEN: ELV Motors’ Scooter gets 180MPG Published by Steve Hussey on October 6, 2008 in marketing. 0 Comments  California-based ELV Motors showcased several slick electric scooters at West Coast Green, but they stole the spotlight with their VKM 50 hybrid that gets about 180 mpg. Its 49cc gasoline engine powers a 500-watt electric engine and it reaches nearly 40 mph. It also looks more like a motorcycle than a scooter, with a tandem seat for driver and passenger. Best of all it retails for $2895. (more…)   ![]()   acts_as_video_fu Published by Matt Darby on October 6, 2008 in programming. Closed Rails plugin that easily allows you to show video streams on your site. Some gigantic Los Angeles green marketing whatever - Wired News Published by SustainableMarketing on NewsGator Online on October 6, 2008 in marketing. 0 Comments ![]() Some gigantic Los Angeles green marketing whateverWired News - 12 hours agoBy Bruce Sterling October 06, 2008 | 9:34:50 AM *It's finally happened. A "green" event that's so chi-chi, refined, modiste, New Economy and top-end that I ... Sierra Club’s Carl Pope – The thin green line - Ethical Corporation Magazine Published by SustainableMarketing on NewsGator Online on October 6, 2008 in marketing. 0 Comments  Ethical Corporation Magazine![]() Sierra Club’s Carl Pope – The thin green lineEthical Corporation Magazine, UK - 19 hours agoBy endorsing consumer products, environmental campaigners could help shoppers make sense of brands’ green marketing claims. But such partnerships are ... Green marketing runs risk of ‘greenwashing’ (BizJournals) Published by SustainableMarketing on NewsGator Online on October 6, 2008 in marketing. 0 Comments It may be good business to incorporate green practices into a company’s operations — turning off lights or using recycled materials — but it’s not always good business to promote those practices. EmailAddressValidator Published by Matt Palmer on October 5, 2008 in programming. Closed Verifies the validity of e-mail addresses through a regex, DNS lookups, and SMTP transactions to mail servers. Latest Bookmarks on Ma.gnolia.com Published by ivanoats on October 5, 2008 in bookmarks. 0 Comments Here’s what I’m reading and bookmarking on the webSteel Storage Cabinets & Office Storage Cabinets at School Outfitters Tags: storage, cabinets, garageView all my bookmarks on Ma.gnolia Tog: A New Way To Social Network-ify Your Rails Apps Published by Peter Cooper on October 3, 2008 in programming. Closed  Tog is a new extensible open source social networking platform that you can add to your Rails apps developed by Keras Software Development. ItUnlike the incumbent Community Engine, Tog is not a plugin - nor is it a stand alone application like Lovd By Less or Insoshi. It's a collection of many plugins and scripts that can "togify" your existing application - adding the social networking features straight in. For example, the tog_social plugin adds basic social networking support such as profiles, groups, and "following." tog_mail, on the other hand, adds internal messaging / mail folders.Tog's developers have done a good job putting together a cohesive official Web site, so it's easy to learn more. They also point to a number of existing sites that are using Tog in some capacity.      « Older Entries My Web Host  Subscribe through Feedburner     Recent Comments Ivan Storck on Dreaming of a hybrid-biodiesel vanMadalin blue on Dreaming of a hybrid-biodiesel vanbitgreener on Green Shopping and a couple of Ruby LinksJim Jeffers on How to remove subversion (SVN) info from a projectWeb Design Zoo on Sinatra : Classy web-development dressed in a DSL Twizeets! Flickr
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 Sustainable Marketing News ArticlesGreen marketing runs risk of ‘greenwashing’ (BizJournals)Sierra Club’s Carl Pope – The thin green line - Ethical Corporation MagazineSome gigantic Los Angeles green marketing whatever - Wired NewsWEST COAST GREEN: ELV Motors’ Scooter gets 180MPGGreen Exchange Marketplace Aims at Becoming the Largest Green Business Community in the U.S.AlwaysOn Going Green 2008 WrapUp: Bridging Green’s Great DivideEco-Labels Enable Smarter Decision MakingMarketers Eye Fair Trade Certified As the New 'Green' - Brandweek MagazineThe World of 'Green Advertising' (AdWeek)'Green' marketing loses buzz and credibility (International Herald Tribune) Meta Log in Entries RSS Comments RSS WordPress.org Tagsatomfilmschristmascopywritingcornecopreneurenergyfarmbillfoodframeworkglobalwarminggreengreenprophetgreenshoppingisraelkingcornkivalightsoutsfmapsmicrofinancemysqlorganicfoodpbsperuphotographypicoshotprogrammingrailsrakerubyrubyonrailsruby on railssakesantasearchsubversionsustainabilitysustainablemarketingsvnthumbnailstraveltrendstvwebdesignwebdevelopmentyahooCategories asides bookmarks business lifestyle marketing music nature photography programming spirituality sustainability technology travel water
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