Green Market Penetration
By robertludvig on Nov 9, 2007 in Trends
No one really knows how much the green market has penetrated traditional markets but I have come across some interesting information from Morgan Stanley. They have focused on alternative energies, specifically the impact it will have in terms of penetrating the energy market as a whole.
Green Market Penetration Forecast
- World-wide sales from alternative energy sources could reach one trillion dollars by 2030.
- The world’s population explosion, climate change, and much higher costs of traditional fuels, are are significant factors in the growth of alternative energy sources.
- In the year 2020, revenue from alternative energies could top 500 billion dollars.
- The market penetration of biofuels could grow to over 21% by the year 2030.
If the forecasts are accurate green market penetration in the energy industry will be very impressive.
The two major industries where green market penetration has occurred on a mass scale has been the auto and energy sectors. Both industries are followed by just about everyone and certainly every investment bank. It is more difficult to pin numbers to other industries in terms of green market penetration. To get a reasonable estimation all you have to do is use your eyes and ears.
As an example, to get a semi-accurate prediction on the current and future penetration of the organic food industry all you have to do is go to your local supermarket. The organic food sections seem to be growing all the time. First it was vegetables and fruits, now entire aisles are dedicated to organics. Also, observe the vast array of ethically grown coffees.
At the moment the only tangible way to measure much of the green market penetration is through observation. Green companies are simply becoming more recognizable, to the point where they come to the consumer instead of the other way around. Once having to search out these products, they are more readily available to the average person. Eco-friendly products are growing rapidly and are more common than ever.
Eco-friendly Products
Here are five examples of websites that came up when I Googled the keyword term “eco friendly products”.
There were over half a million results for that specific term. By just walking my neighborhood I am constantly in awe of the amount of organic and environment friendly products available. From fertilizers to lightbulbs, the growth has been phenomenal.
To sum up this post, I want to stress the point that it doesn’t matter what industry we focus on, green market penetration is real and it is happening at an alarming rate.
Source: Environmental News Network
Technology and economy have always driven the relationship between humans and nature. But now, with so many people, the relationship between technology and economy also holds the future of the human race and the planet. There can be much much good — what we view as progress. And there can be problems — terrible ones. Much depends on the positive feedback loops. Global warming means there will be more food grown in Canada and it’s thawing permafrost will release even more greenhouse gases.
The question is not really about having technology or profits or progress (or not), but whether a particular techno-economic approach gives us new and larger problems or new and larger solutions? A positive feedback loop for solutions? Hmmmm, I hope that got your attention. Is such a thing possible? I believe the answer is YES and it takes the form of an ancient-future soil technology called Terra Preta do Indio (Portuguese for Indian Black Earth).
Recent research emerging from the Amazon basin is locating large deposits of an extremely fertile and resilent soil called terra preta. It appears to be human-made, ancient indians adding charcoal to the soil to produce the result — carbon dating says much of it is 2500 to 4000 years old. Terra preta soil is so productive — up to 800% increased plant growth — that it could have easily supported an agriculture capable of feeding millions of people living in great cities in the central Amazon basin. Hmmmm (again). This is the legend of El Dorado.
But do we have to embrace a mythic vision, a conquistador’s dream of gold? Is there some solid science involved? Might there actually be a modern soil technolgy whereby faster growing plants would draw more CO2 out of the atmosphere and the unused plant waste turned into charcoal to be returned to the soil — resulting in increased crop yields, more carbon capture and long term sequestration, more food and fuel for increasing populations, and a new era of abundance. In other words, might there be a positive feedback loop for healing ourselves and the earth? A technologically and economically supported relationship for bringing human beings and nature into a mutually supportive marriage? A sustainable relationship of abundance?
The data are not in but the soil research is being conducted and the hopes are great. But we will need more than new agricultural technology. Right now the overwhelming economic opportunities are located in creating fuel. What can incentivize devoting a portion of the charcoal that can be produced from agricultural waste to amendments for renewing the soil?
THE CARBON EXCHANGE CAN PRODUCE THE NEEDED ECONOMIC TIPPING POINT.
Those who have no choice about polluting ways can fund those who have a choice but incur lost opportunities for short-term profits if they do the right thing. We can leave the blame-game and help each other. What a concept!
Please check out the following links to discover more about this exciting possibility.
The ABC 11 minute video about the the modern version of terra preta called “Agrichar”. http://www.abc.net.au/catalyst/stories/s2012892.htm
Kelpie Wilson’s lay person’s introduction to terra preta. http://www.biochar-international.org/images/Joyful_Liiving_Terra_Preta_Sept-Oct_0207.pdf
Research confirms that char added to soil boosts crop productivity. http://biopact.com/2007/06/research-confirms-biochar-in-soils.html
The BBC documentary, “The Secret of El Dorado”. http://www.bbc.co.uk/science/horizon/2002/eldorado.shtml
Ken Salazar has introduced a bill in the US Senate that would fund research on agrichar. http://biopact.com/2007/10/towards-carbon-negative-bioenergy-us.html
I report the story unfolding from Brazil here. http://lougold.blogspot.com/
Lou Gold
An American in Brazil
Lou Gold | Nov 21, 2007 | Reply