Category: Sustainability

A Sustainable Planet – We Need to Educate
By Categories: Blog, Sustainability

As an energy management professional, I am always reading terms such as “Smart Grid,” “energy efficiency,” and “carbon footprint.”  Among my peers, I also use such terms.  However, the esoteric use of such language is proving to have little effect among the masses.  Some of us are attempting to be good environmental stewards, but let’s face it – most of us are energy hogs.

I say this to illustrate a point, and it is not my intention to be judgmental.  The fact is that public-interest institutions and organizations have to do a better job in delivering a value proposition to the average citizen.  Utilities have to engage consumers in ways that encourage them to embrace behavioral modification that results in energy conservation.

It is imperative that local governments develop communication plans designed to engage citizens in substantive ways that make them want to recycle.  I live in a small suburb of Cleveland that offers weekly pick up of recyclable material (cans, glass containers, plastic).  Yet there are only a few of us on my entire street that voluntarily place their recyclable items curbside.Surely, a community of educated and professional people knows better.

The fact is poor messaging results in a lack of awareness in any community.  All schools should integrate environmental and energy literacy into the STEM (Science, Technology, Engineering, Mathematics) curriculum.  Religious institutions need to align spiritual messages with principles of environmental stewardship.  Every level of government should have someone who ensures that we meet our growing energy needs without compromising our planet.  In addition, this person should lead effective public education and awareness campaigns.  It is also about time that utilities develop hands-on tactics that enable customers to save money while reducing energy consumption.

The point is that we need to leverage those with existing political and social capital to drive home the message.  We have to educate, and then reinforce what’s learned.

From your preferred position, let us advocate for a sustainable tomorrow.

Green Visibility
By Categories: Sustainability

Almost every day I am reminded of being a good environmental steward.  Public service announcements have President Obama encouraging home energy efficiency from the oval office.  News articles tout the value of water conservation.  In my local community, I can place my recyclable glass, plastic, and aluminum cans for weekly curbside pickup.  Since this is voluntary in my community, I really feel like feel good to know that I am doing my part in preserving life on earth.

However, various studies have shown that most utilities have a long way to go on educating consumers about smart energy and water management.  Furthermore, I notice that very few of the neighbors in my suburban development recycle.  Surely, many of my educated and professional neighbors should understand the value sustaining our planet.

The fact is that this entire “green” movement is still abstract to the average person, and it does not resonate to most of us in a way that is immediately personal.  As I engage people on topics of the environment, it has occurred to me that I spend most of the time simplifying the message for people.  At that point, I get the “now I get it” response.

Messaging and strategic communication are critical.  Government entities, utilities, and major community stakeholders have to simplify the message.  We are told to get ready for the Smart Grid or to reduce our carbon footprint.  If we are to really prompt public behavior modification, then we have to put an end to the esoteric jargon.   This necessitates effective public relations and strategic communication planning.  When my 93-year-old grandmother understands exactly how reducing her carbon footprint can require less of her fixed income, now we are onto something.

Todd Q. Adams is Visibilty Marketing’s Chief of Sustainability & Innovation