Detroit Leads?

I love the idea of the plug-in electric vehicle with on-the-go recharge that Chevy unveiled with its Volt. With a commute of about 16 miles round-trip a day, I'd rarely burn transpo fuel (biodiesel, gas, ethanol) on my daily trips.

Popular Mechanics has a nice overview of the technology.

This could be a big idea that captures short commuters and others. And I hear electric engines have the gusto that Americans have come to expect, and which sub 2-liter, highly fuel-efficient cars don't. At least the Tesla does and the drag race circuit is seriously toying with them too for the torque and instant-on.

This idea could be a big leadership position for Detroit, unlike the flex-fuels that nobody flexes, and the mimicked gas hybrid technology. I still see clean diesel hybrids making a big dent in the market, probably led by Audi, VW, Mercedes in the next year. This could have the same impact that Toyota and Honda had with the gas hybrid. But the Volt could be a shining star, if it moves into production soon.

Defending a Market Under attack

A post on the carbon offset market and some communications tactics to address the recent barrage on it:

http://blog.bitepr.com/2007/11/defending-a-mar.html

Swimming in Oil Spills

The recent disgorging of 58,000 gallons of bunker fuel into SF bay was unfortunate, if not unforeseen. Dozens of large container ships plow through the Bay's treacherous waters daily. But the perceived bungle in cleanup efforts will have the US Coast Guard smarting for many months.

As a surfer who lives on Ocean Beach in SF, this hit home particularly strong. I found dead birds next to oil blobs a couple days after the spill, and couldn't get into the water or even on the beach for most of the past week. Thankfully, I was back in the water at Sloat on Sunday enjoying clean, head-high waves.

The SF Chapter of Surfrider Foundation sprung into action quickly and helped direct folks that wanted to lend a hand in the cleanup. And now we have a brigade of volunteers trained in hazmat cleanup so there will be no delays next time.

Let's hope the NTSB and the Coast Guard hold accountable those that caused the spill and those that didn't quickly contain the spilln which led to its spread across hundreds of square miles of bay, ocean and beach.

Chevy Hybrid on the Radar

The Detroit News reported on Nov. 14 about Chevy's sustainable marketing strategy, led by its new Chevy Silverado Hybrid, a world's first.

Props to Larry Burns for being honest that Chevy hasn't told the "green" story well in the past (honesty). But has Chevy had anything to talk about? The new marketing campaign touting green seems very well thought out and digestible for media and consumers alike -- and shows a vision for the future -- which is great.

But he notes that Toyota has an image "to die for." Toyota's image is built on credibility and proof points that back up claims -- that have been years (if not decades) in the making. Toyota's brand has always had an element of efficiency in it; not so for Chevy (thus the skeptics).

When making "green" a part of a brand, it exposes you to more scrutiny, esp. if there's a legacy actively resisting CAFE (though even Toyota is guilty here). When making a claim, it can't be just to build an image, it has to be authentic -- or you'll get raked over the coals. The "green" bunny is out of the bag now for Chevy; it'll be hard to put it back even if oil drops back to $60 bbl.

Clean Feelings

Here's a post I made to my company's (Bite) blog back in July 2007 on consumer feelings toward a brand based on perceived leadership in sustainability:

http://blog.bitepr.com/2007/07/clean-feelings.html

Carbon Leakage - Sounds Messy

Carbon leakage was a new term for me -- and its kinda catchy. To me it generally refers to the offshoring of carbon emissions. So, while I may be pissy with China based on my perception that it's not checking carbon spewing industry, I recognize that my purchase of products made in China are contributing to the problem.

I've posted a blog on the topic here: http://blog.bitepr.com/2007/11/paying-to-stop-.html

Here's a more technical definition: The term carbon leakage refers to the effect that a part of the CO2 reduction that is achieved by countries that abate CO2 emissions is offset by an increase in CO2 emissions in non-abating countries. http://www.rivm.nl/bibliotheek/rapporten/500036002.pdf

Buying Our Way Out of This

It seems that "green commerce" is getting some legs. I like the concept of everyone helping out by changing their buying habits. A nice way to ease into it. Question is, have we passed the "ease into it" stage?

A co-worker brought up Green.tv as a new media company focusing on all things green (aptly so). I like their recently launched NewConsumer channel, which is about fair trade and ethical shopping. This is tapping into the broader consumer interest in “green commerce”, similar to ShopGreen from PriceGrabber.com, the broader ENERGY STAR movement, etc.

Another budding idea is the Interra Project, backed by one of the founders of Odwalla.

And there are a variety of new media properties popping up in the broader green space, including Building Green TV and competing green ad networks from Lime and SustainLane, which is great.

Consumerism may be here to stay; can we buy our way back to sustainability by applying consumer marketing vs. cause marketing concepts to effect consumer change? Check out EcoAmerica and the LOHAS study for more ideas.