360DigitalInfluence

Ogilvy Public Relations Worldwide
Jun 04

Is Going Green About the Money?

As part of my personal quest to learn more about green and renewable energy technology, I attended the recently founded Renewable Energies Business Network or REBN’s first networking reception in downtown Denver last week.

As one who considers himself fairly well read on the subject of green, I was amazed as to how much more I learned from talking to people in the industry.

The event drew 60 professionals, all from different segments of the local renewable energy market in the Denver Metro area. And from the robust attendance and buzz in the room, it would appear that Denver is a hotbed for this industry and that there’s a lot of excitement about the emerging clean-tech boom.

I chatted with folks of some of the usual suspects in clean tech – wind power and solar PV manufacturers and installers like Clipper Wind and Namaste Solar but also learned about a new emerging part of the industry much lower down on the hype curve - algae biofuels.

While I certainly left the event much more informed about important industry legislation like the proposed Lieberman Warner Climate Security Act, I also couldn’t help but feel some déjà vu, like perhaps this could be the dot com boom all over again.

Much like during the dot com boom, there are countless small local players offering similar services. Will they all survive, consolidate or is there enough of a market to sustain all of them? And while my train of thought started to move down the path of – have I not seen this before, really, how many pet e-commerce sites do you need, it was suddenly brought back to positivity by a conversation I had with an exec from Vibrant Solar.

While some in the media are already saying that clean-tech is a boom ready to bust, the industry guys say this boom is just getting started – and it will go on indefinitely.

The chief reason – it’s all about the money. The fact is, a very small percentage of Americans will go green because it feels right. We live in a capitalist society where money talks above all else. And every day it makes more and more fiscal sense to purchase solar panels by tapping into the growing list of government rebates, to get rid of your SUV and bike to work and for the utilities to build or lease wind farms.

So although I left the event perhaps with some of the clean-tech kool-aid aftertaste, once it wore off, I still felt myself still thinking that this is just the beginning…

So I’d like to hear what you think, is clean-tech just a boom and a fad or do you think it’s hear to stay?

2 Responses to “Is Going Green About the Money?”

  1. Luca Penati Says:

    David,

    I personally think Clean Tech is going to stay. No doubt. It’ll change over time is something different and probably bigger. Will become a critical part of the energy industry. There will be a lot of M&A, consolidation like we have seen it previously in the computer industry and more recently in the software industry. The key is to develop new technologies that will have an impact on saving $$ — business or consumer doesn’t matter. They will either make changes only if it’ll be convenient.

  2. Ilan Caplan Says:

    David - Unlike the dot com boom/bust cycle, the clean energy/tech sector is primarily asset based and therefore enforces a limited organic growth rate. The dot com sector thrives in a realm that is based more on concepts and ideas associated with (broad generalization) easy cost entrants. The energy sector tends to require higher (initial) capital commitments and therefore collateral to aid in the leveraged expansion. That being said, there will definitely be some consolidations and certainly disappointments associated with various good technologies that will not be accepted by the broader market.

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