by Elisa Wood, via Renewable Energy World
Energy books tend to be either jargon-filled tomes or hand-wringing, end-of-the-world, please-just-shoot-me-now reprimands. So it was a relief to see that Brian Keane avoids both of these worn-out roads in his new book, “Green is Good: Save Money, Make Money, and Help Your Community Profit from Clean Energy.”
Keane expertly tells the clean energy story with humor and anecdotes likely to capture readers who want to learn more about energy efficiency and renewables, but have found few credible, consumer-friendly vehicles that teach them. I’ve never before seen solar power compared to Tony Bennett: not a rock star, like say, micro-hydropower, but “older, more reliable and almost certain to give a top notch performance every time.”
For those who know Keane, this engaging writing comes as little surprise. As president of SmartPower, a non-profit marketing firm, he’s the guy at energy conferences who can hold people’s attention — even during the low-blood sugar late-afternoon sessions — with his insight into how we think and behave as energy consumers.
Keane’s been in the thick of it for several years, working to sell the idea of green to sometimes skeptical politicians and an often snoring public. He takes us inside some of his intrepid efforts. The book provides an account, for example, of how he convinced two very different Connecticut mayors (think blue blood versus blue collar) to engage in a competition to see which city could get the most people to sign up for renewable energy. The mayors agreed to participate in the duel even under the terms that the loser would wear a t-shirt saying, “I wish I were the mayor of [name of losing city.]”
We get a clear picture of where we are today as energy consumers versus where we were 40 years ago in Keane’s comparison of his drafty 12-member childhood home in Massachusetts to his present energy efficient six-member Virginia house. You would think the smaller family, alone, would mean less energy use (“fewer bodies mean fewer eyeballs staring into the open refrigerator”). But no. Even with better insulation and Energy Star appliances, our homes now consume a lot more juice. Or here is another factoid from the book that puts our electricity appetite in perspective: College dorm rooms have more plug-in potential than the entire White House during Woodrow Wilson’s World War I presidency.
The book does not preach environmental religion; quite the contrary. Keane focuses on the relationship between green energy and capitalism. He advocates bringing “basic marketing principles to what often seems a holy cause.” In fact, Keane says “true believers” actually deter acceptance of clean energy by perpetuating the notion that going green requires adopting an alternative lifestyle (“wear hemp, eat only organic…”).
The title plays to the infamous line “Greed is Good” made by Gordon Gekko, the Michael Douglas character in the movie Wall Street. Keane portrays green as the flip side of Gekko’s destructive manipulation of capitalism; he takes us to a place where economic advantage and public good align. Rather than destroying the planet, here is where energy improves the environment using the good old-fashion profit motive. “Green is Good” offers an economic message that even Gekko might buy.
Published by Lyons Press, “Green is Good” is set for release in early October, and is now available for pre-purchase.
Elisa Wood is a writer for Renewable Energy World and RealEnergyWriters.com. This piece was originally published at Renewable Energy World and was reprinted with permission.
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I’d hope that some Hollywood screenwriters will be in touch with Brian Keane. There just might be another great movie here. And maybe a new role model for Americans with money.
Yes. Lone scientific genius discovers method for creating virtually limitless clean energy, threatening the future of fossil fuels. Then he and his papers disappear. Enter drunken, world-weary, journalist, throw in a few cliches that have stood the test of time, and you’re off to the races.
“Would Gordon Gekko go green?” is asking the wrong question.
No doubt a good many Gekkos are in process of moving into renewable energy plays with a view to maximizing return on brief investment.
The real question is whether Gekko-interest in renewables is of any help at all in our present circumstances.
It may be argued by some that any investment going into renewables is automatically helpful to controlling climate destabilization – but this assumption has been gutted by the continuing acceleration of fossil fuel usage globally despite rapid renewables growth.
In the absence of a global climate treaty adopting a global carbon budget under which national carbon emissions are defined, the reality is that any fossil fuels locally displaced by renewables’ deployment are being bought and burnt elsewhere. What the renewables are actually doing is helping to marginally lower global energy prices to avoid rising demand spiking prices and having a worse impact on economic growth. What they are not doing is cutting the growth of fossil fuel usage globally.
The Geko-interest in renewables shows no prospect of lobbying for the requisite global climate treaty since it has no loyalty to any investment – short term profit is the goal, not the economic, social or ecological wellbeing of the coming generations.
Speculating on global food prices being spiked by Obama’s corn ethanol mandate and by climate destabilization is a far more attractive field for the likes of a Gordon Gekko.
Regards,
Lewis
“Speculating on global food prices being spiked by Obama’s corn ethanol mandate and by climate destabilization is a far more attractive field for the likes of a Gordon Gekko.”
I totally agree! Green IS good and that investment is for the likes of say A Gore. Romney IS Gekko and greed is what Romney is all about! Fast short-term profit is what they are about. The only green they are interested in are greenbacks. Long term investment for the good of mankind that will also generate a profit…not for Gekko and his ilk.
Jesus H. Christ!! Who in the name of Pandaemonium is suggesting we trust any part of our species’ rescue plan to the Gekkoes?? At the first sniff of a slightly higher return, from trafficking in human organs or dumping toxic waste in ‘Somaliaised’ Third World countries, and their money will run. These leopards will never change their spots. They can be useful in planting trees or remediating ecological damage. The hard yakka and fresh air will do ‘em good.
Ms Wood,
How does the author bring basic marketing principles to the cause? And how does “he take us to a place where economic advantage and public good align”?
I’m sure the book is useful, so can you summarize what he recommends for us?
It certainly sounds like an interesting book. I think the best way to convince people to become energy efficient is to point out the savings that can be made. People will always enjoy being told they could have a bit more money in their pocket, rather than being pounded over the head with environmental rhetoric.