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Many businesses are springing up all over the world that focus on renewable energy production. One of the most successful and innovative is OpenHydro, an Irish company dedicated to harnessing the potential energy of the tides. With the global demand for renewable sources growing, OpenHydro is testing tidal turbines in many locations throughout the world.

Recently OpenHydro became the first tidal energy firm to connect to the UK’s power grid, marking a shift in policy and a positive step forward for the viability of renewable sources. The company conducted 18 months of rigorous testing at the European Marine Energy Centre (EMEC) off the coast of Scotland at Orkney, and a 250kW turbine was successfully incorporated into the power supply.

In a press release celebrating the event, OpenHydro Chairman Brendan Gilmore said, “This is a hugely significant development not only for OpenHydro, but for the future of the Tidal Energy industry and security of energy supply. It is also a further major step in our program to deploy an array of 1MW turbines in Alderney, the Channel Islands, in 2009.” The company also plans to install test turbines in the Bay of Fundy in Nova Scotia, Canada.

Tidal energy is one of the most promisingly consistent forms of renewable energy. While solar is only practical in some places (like the Mojave desert) and wind is more reliable in others (like coastal New England), tidal turbines can be installed in any number of seaside environments with little impact on the surroundings. OpenHydro’s website explains how the tides can be harnessed: “Tidal streams are created by the constantly changing gravitational pull of the moon and sun on the world’s oceans.Tides never stop, with water moving first one way, then the other the world over. In certain areas geographic features such as headlands or channels serve to accelerate this movement of water. Since the relative positions of the sun and moon can be predicted with complete accuracy, so can the resultant tide. It is this predictability that makes tidal energy such a valuable resource.”

Another benefit of tidal turbines is the vast energy of the ocean. It is a massive, largely untapped resource that has the potential to meet a great deal of the demand for electricity. By some estimates, if we can tap even 0.1% of the available energy in the world’s oceans, it would meet the present global demand more than five times over! The possibilities are more than compelling, they are necessary.

Many opponents of renewable energy technology point to the limited capacity of various harnessing methods. For example, some criticize the fact that wind/solar/tidal energy is limited in its geographic viability and production capacity. However, as OpenHydro has proven in the UK and Ireland, if we use these technologies in places where they make sense, we have a much greater ability to supply renewable power to our grids. For example, the Mississippi River valley might be well-served with turbines on the river bed, while Nebraska’s needs would be more easily supplied with a combination of wind and solar. By employing promising technologies in strategic locations and environments, we can make a big dent in the amount of fossil fuels that make it into our energy supply.

Anyone who loves cars knows that concept cars are the biggest tease ever.  When a manufacturer unveils something, don’t expect to see it for about ten years.  Also, don’t expect it to roll off production looking anything like the original concept car.  As for the promises of what the car is supposed to accomplish, those generally get left on the drawing board and out of production.  So when BMW released its latest version of the BMW 7 Hydrogen concept car, the reaction was was ho-hum.  That is, until an independent report by Argonne National Laboratory stated the BMW7 actually emits less carbon monoxide than the air it uses.

This is not the first version of the BMW 7 Hydrogen concept car.  The first car was designed as a dual fuel source model.  Two tanks resided within the car to offer both hydrogen and gasoline as fuel sources.  Since the infrastructure for liquid hydrogen fuel stations was not prevalent, BMW chose to make sure it wouldn’t leave its drivers stranded.  The liquid hydrogen tank would power the V12 internal combustion engine for 125 miles while the gasoline tank would be available for 300 miles of travel.  What makes this most recent announcement so special is that the BMW7 is designed to run solely on hydrogen.  The engineers were able to improve efficiencies in the engine and the results are getting some serious attention.

BMW released Argonne’s findings at the 2008 SAE World Congress.  As Dr. Thomas Wallner, lead engineer in Argonne’s hydrogen vehicle testing activities, stated for BMW’s press release, “The BMW Hydrogen 7’s emissions were only a fraction of SULEV level, making it one of the lowest emitting combustion engine vehicles that have been manufactured.  Moreover, the car’s engine actively cleans the air. Argonne’s testing shows that the Hydrogen 7’s engine actually shows emissions levels that, for certain components, such as Non Methane Organic Gases (NMOG’s) and Carbon Monoxides (CO’s), are cleaner than the ambient air that comes into the car’s engine.”  So, does the world have its answer to zero emissions vehicles and dependency on foreign oil?  Not quite yet.

There are many in the automotive field who are not so enamored with the BMW 7 Hydrogen that they can’t see a few problems with the design.  First, the hydrogen required to fuel the car must be liquid.  In order for hydrogen to be changed from gas to liquid, it takes a serious amount of energy.  The liquid fuel must be kept at -253°C/423°F.  Unfortunately, that can only be done for up to 17 hours in the car’s fuel tank before it starts to off-vent.  Don’t plan on leaving your car in the airport parking lot over vacation.  Also, while the car doesn’t emit measurable levels of CO, it is releasing hydrogen, which is not currently measured as a pollutant for internal combustion engines.  An increase in hydrogen gas could have equally deleterious effects on the stratosphere as carbon monoxide has on the atmosphere.  While the hydrogen used as fuel and the engine used to run it may be clean, it is only a small part of the energy equation.  The energy costs of liquid hydrogen manufacture, distribution, and storage must also be factored in, and experts agree they set the overall equation into the negative.

There are claims that BMW is “greenwashing” the latest findings for their BMW 7 Hydrogen car.  This may be a bit cynical.  To claim that the BMW 7 Hydrogen is just a public relations move is harsh.  According to the BMW site, the three main goals for the project were to create an automobile that was powered by renewable resources, created lower CO2 emissions, and granted buyers freedom from dependence on fossil fuels.  BMW has definitely succeeded on one of their targets, but there’s still a long road ahead before they can live up to the other two.

Many of us make a concerted effort to recycle plastic bottles, aluminum cans, and paper waste in our homes and offices. When it comes to electronic equipment, however, we are at a loss. Though many gadgets contain recyclable material, it’s not widely known how to go about properly disposing of this equipment. Best Buy aims to change that. They have announced a new electronics recycling test program at select locations that allows consumers to do the right thing with their old TVs, cell phones, and other devices.

In a press release, Best Buy outlines their recycling program: “Starting June 1, 117 stores in the Baltimore, San Francisco, and Minnesota markets are inviting customers to bring in no more than two (2) units per day, per household, for recycling at no charge. Customers can bring items such as televisions and monitors up to 32”, computers, phones, cameras, and other electronics devices and peripherals in for recycling.” While the test program is not available at every Best Buy location yet, a list of participating stores is available on their website. This program is in addition to Best Buy’s current recycling policy, which accepts ink cartridges, cell phones, CDs and DVDs in store, and will allow for haul-away service during in-home installations. Depending on the success of the test, the program might be scaled across the U.S.

Best Buy collaborated with environmental consulting firm As You Sow. They work with manufacturers to ensure product safety and sustainability, as well as advocating for better environmental practices for corporations. Some of their successes include influencing Coca-Cola and Pepsi to use recycled plastics in their bottles and convincing Home Depot to sell only certified sustainable lumber. In response to the Best Buy recycling program, director of corporate responsibility at As You Sow Conrad MacKerron told the Baltimore Sun, “”I think this is the future of where we need to go with recycling. If you can make it almost as convenient to recycle as you can to buy electronics, you’ll have a higher percentage of people who will do it.”

Electronics manufacturers are also getting in on the recycling game, with several announcing limited programs of their own. Last year Sony organized a recycling program in conjunction with Waste Management, setting up drop-off points in every state for unwanted electronics. Toshiba, Panasonic, and Sharp also collaborated to form the “Electronics Manufacturers Recycling Management Company”, organizing other manufacturers to make recycling an easier process for consumers. The company reportedly collected 750 tons of old gadgets in its first five months of operation in Minnesota.

While all these efforts are laudable, it’s up to the individual consumer to make a real difference on this issue. Best Buy’s program helps because it makes recycling the old device a natural part of the process of buying a new device. It’s easy to remember to take out the soda cans at home, where someone comes to pick them up weekly right at your doorstep. It’s more difficult to take that old, heavy tube TV set to a special facility and pay to drop it off. Hopefully Best Buy shoppers in Maryland, Northern California, and Minnesota will take advantage of this program and convince Best Buy of its usefulness. I confess, I have an old TV to get rid of, and I’d love to do it in sustainable, responsible way.

Back in the 1980s, ethanol was seen as a nice idea that could potentially be used as a fuel source, but not as a viable alternative to gasoline. It took more energy to produce biofuels than they created, and the process was expensive. Fast forward to today’s energy concerns. Ethanol has become more than just a neat science project. It is a billion dollar industry which is helping countries gain a foothold in the world economy. Countries like Brazil, whose major exports used to be crops and textiles, are now supplying fuel-hungry economies across the globe with ethanol. As the United States seeks to end its dependence on foreign oil, more Capitol Hill legislation is making mandates for auto industry platform standards and fuel station distribution.

In the public’s eagerness to grasp at an idea that reduces our gas consumption, sometimes things become over-simplified. When most people think about ethanol, they think about corn. Then all the bad news comes out. Corn ethanol isn’t as efficient as gasoline. The production of corn ethanol creates more green house gases than traditional gasoline. Corn as a food source is being diverted from starving children so that people can run their cars! It’s enough to make anyone look at ethanol and think, “Why bother?”

However, ethanol is not just about corn. Millions in research and testing have been spent and will continue to be spent in developing ethanol from other sources like sugarcane. Cellulosic ethanol can be produced from vegetable oil and animal fats. Studies hope to produce energy by replicating the microbes in termite guts to breakdown cornstalks, woodchips, switchgrass, and weeds. Yeah, you read that right — termite guts. Companies like Dupont and Genencor are investing in this technology to the tune of $140 million.

Perhaps the most amazing and surprising source of ethanol to date is in the form of waste beer. Very similar to the “party foul” form of alcohol abuse found on Beirut tables nationwide, waste beer is the spill off beer from production bottling or substandard batches created at major breweries. The Coors Brewing Golden plant produces about three million gallons a year. They are the first major brewery to have converted their waste beer into ethanol, starting the program back in 1996. Most recently, they’ve decided to contribute all the flex-fuel needs for the DNC party in Denver this 2008.

The truth of the matter is ethanol is not the only answer to our energy problems. Ethanol is just a stop along the line towards developing alternatives to fossil fuels. Hybrids, biodiesels, and fuel cell technologies are making practical strides, albeit mostly in countries outside the United States. In fact, an operating tour bus in Mecklenburg-West Pomerania is currently capable of bringing up to twenty two folks around town in a quiet and low-emission fashion using hybrid fuel cell technology. Toyota is quite happy with the 20,000 hybrid units it sold in North America last month, up 67% from last year.

While interest in the technology continues to rise, the American public’s desire for alternative fuel source vehicles is really being stymied by the lack of supporting infrastructure. E85 pumps are few and far between except in targeted areas. The cost of installing a pump and maintaining regular delivery schedules just isn’t economically sound for most gas station owners. Proponents argue “If you build it, they will come”, while opponents say that most self-owned service station operators can’t afford to manage a resource that doesn’t sell. Much as the government backed highway system which helped to propel the usability of cars, ethanol will probably need the government to step in and create a fuel station infrastructure to help it turn the corner.

As more U.S. drivers are drawn to alternative fuels, a combination of business interests, better technology, and government support will likely make ethanol a reality. Our understanding of biofuels will expand beyond corn to include many waste products and ingenious sources that don’t have as big an impact on the environment. The public is ready for a change, and it’s time for necessity to breed invention.

While many businesses are building or retrofitting their headquarters to be more environmentally friendly, one industry following this trend is surprising. Autodealers are making sure their dealerships are meeting green standards, and they’re attracting new customers due to their efforts. Many are investing big bucks in green technology for their buildings, and they are hoping that it pays off in the eyes of customers.

A recent Wall Street Journal article profiles the efforts of the LaFontaine Automotive Group, which is currently building a green dealership in Michigan. “The hydraulic lifts in the service bay are lubricated with vegetable oil. Eighty-five skylights dot the ceiling. Doors are made of pressed corn. A costly geothermal heating system warms the building. Salespeople will wear organic shirts and water for car washes will be reused when the new dealership opens next month.” The family-owned dealer hopes that their green efforts will impress customers who want to support environmentally-friendly businesses.

Toyota is also hoping to cash in on green consumers by creating 100 dealerships that use and produce renewable energy. If completed by their goal date of 2011, the green dealerships will constitute 10% of their distributors. They have also overhauled manufacturing plants to reflect these values. Their website describes a facility in Torrance, California: “At least 95% of the building’s materials contain recycled content. It’s 30% more efficient than a typical Title 24 building and is built to LEED Gold standards. Its use of recycled water will save about 6 million gallons of water a year. The solar panels on the roof generation 20% of all the energy needs of the building…the campus has cut its reliance on the state’s electric grid by 50% compared to standard buildings.”

GM is expected to follow suit. The Wall Street Journal reports that Bill Hepburn, a GM executive in charge of dealer relations, is also committed to building and retrofitting dealerships. Internally, the automaker is already working to improve energy efficiency at their facilities and produce green vehicles, and helping dealerships go green is “the sort of third step in a three-legged stool.” Their website allows shoppers to search for GM facilities all over the world and find out what steps each location is taking to reduce consumption.

However, one major player in the auto sales industry is more skeptical. AutoNation, the largest dealership chain in the U.S., doesn’t think the strategy of LaFontaine is going to be effective. A spokesman told the Wall Street Journal, “Right now, we think there are other ways to go to be a good corporate citizen. I think it’s a huge investment, and I applaud these people for making the move, but you have to look at all the factors at play in a dealership.”

Some of those other factors are the types of cars being sold on the lot. Obviously, a carbon-neutral building that houses Hummers, Yukons, and Excursions represents a clear dichotomy. While auto retailers may have the best of intentions for their facilities, it’s impossible to be truly “green” when you’re peddling gas guzzling vehicles. However, it’s unfair to label their efforts as hypocritical. Consumers are responsible for their purchasing choices, and they may simply be reflecting the desires of the marketplace. Perhaps seeing a LEED certified structure built with sustainable materials will influence consumers to make better choices as they browse the cars on the lot.

It’s no surprise that with gasoline prices threatening to reach $4 a gallon, Americans are looking at fuel economy as never before. Most of us could not afford to keep a Hummer gassed up these days, and automakers are starting to shift their production and advertising to reflect this sad fact. They are reaching out to consumers with targeted ads, new technology, and clever marketing strategies that acknowledge new values in a slowing economy. So far, it seems like we’re taking the bait.

Even as auto sales in general fell, sales for some compact, fuel-efficient vehicles rose dramatically. As a recent Wired article reports, “Ford’s own Focus, which starts at $14,395, has seen its sales pop by 32% from a year ago. The Honda Fit ($13,950) has jumped 54%. And the Toyota Yaris ($11,350) has spiked 46% year to year.” Sales are up by such large margins not only because of their relatively low MSRPs, but also because it costs less to keep them running. At the same time, sales of pickup trucks and SUVs have plummeted. GM has reported a 25% drop in truck sales.

Small vehicles are breaking into the market in a big way. As this CNN report suggests, many micro-cars which have long been popular overseas are making their way into the U.S. market. The most note-worthy of these is perhaps the Smart ForTwo, an almost unbelievably compact commuter car. ForTwo gets incredible gas mileage and can be parked almost anywhere. In addition, many fears about safety are likely to be calmed by recent crash testing. The Insurance Institute for Highway Safety (IIHS) has given Smart ForTwo top marks for frontal crashes. With safety, fuel economy, and environmental responsibility on their side, small cars are becoming increasingly popular with U.S. drivers.

This shift in values is reflected in recent advertising trends. Gone are the sexy spots featuring SUVs driving through mud puddles and pickups pulling semis. Commercials seem to concentrate on fuel economy, price, and special offers and rebates. Many manufacturers are hyping their environmental policies as well, as this SuperBowl 2008 spot from GMC typifies. The ad features a new hybrid Yukon, which I suppose is meant to bridge the gap between America’s love affair with massive cars and their need to save money. A Honda ad also exploits this trend, showing its fleet weaving in and out of gas pumps without needing to stop.

Auto companies are also adding new sections to their websites to convince environmentally-conscious consumers to purchase their vehicles. Ford’s “Our Values” section describes the company’s initiative to turn paint fumes into energy, along with other green policies they’ve adopted. They even sell carbon offsets through a third-party called TerraPass, which allows Ford drivers to support clean energy projects. The site also hosts suggestions and tips for maximizing fuel efficiency, like maintaining tire pressure and driving smoothly. Subaru, which has gained the loyalty of many green drivers, is also hyping its environmental record. They operate a “clean plant” which is certified by the EPA, and also market Partial Zero Emissions Vehicles (PZEVs), which have gained recognition in the EPA’s Green Vehicle guide.

While not everyone is ready to trade in their gas guzzlers just yet, the trend is definitely toward more efficient and economical cars. As with any inflationary period or economic slowdown, the situation could very well be short-term and temporary. But maybe, just maybe, Americans will fall in love with compact, green cars the way European and Asian drivers have. If a true cultural shift is in the works, then the prices at the pump will be a little less stressful for everyone.

An unusual measure passed the house last year, tucked away in the energy bill that was made into law in August. Lawmakers who use public funding to lease vehicles will be required to choose those that meet a certain standard of fuel efficiency. The new law, which affects the House of Representatives (senators are not allowed to use office funding for car leases), asks the Environmental Protection Agency (EPA) to prepare a list of “approved” vehicles for congressional use. Those who favored the legislation hope that by setting a good example for the public, our elected leaders will help impact climate change and lessen our environmental impact.

The EPA list of acceptable cars is expected to be out before the end of 2008, and speculation about what will be included is rife. The EPA does host a Green Vehicle Guide website, which rates autos on a 0 to 10 scale for air pollution and greenhouse gas emissions, and many expect high scorers on that scale will populate the recommendations. These vehicles could include the Toyota Prius, Honda Civic hybrid, Ford Escape hybrid, and other low-impact options.

Reactions in the halls of Congress are mixed, with some representatives pleased to be doing their part and others angry at being forced to change their car choices. Rep. Emanuel Cleaver II, a Democrat from Missouri, drives a converted diesel van that runs on used vegetable oil. He has little sympathy for colleagues who must lease green cars. As he told the L.A. Times, “They want their Lexuses and their Cadillacs. I just think it’s a poor example for us to spend so much time talking about energy independence and global warming and presenting to the people an image of fat cats living the fat life.”

Others find the new law to be an unfair limitation. Joe L. Barton (R - Texas) expressed the opinion that it is one’s constituents who should decide if a vehicle is inappropriate for their congressman. “I guarantee you that my district is not upset that I’m driving a Chevy Tahoe.” His district, incidentally, is where his Tahoe was manufactured. Others complained that the list might hurt domestic automakers. “A Prius isn’t made in the United States,” Rep. Elton Gallegly of California noted. Some representatives also pointed out to the L.A. Times that they chose to lease certain vehicles due to mountainous districts and height requirements, which made small cars uncomfortable.

While the bill is undoubtedly controversial, it is also unusual in its specificity. We have many regulations and requirements of our federal representation, but choosing their vehicles for them is certainly a first. It’s not a surprise that some find the move too pushy and personal. After all, their constituents would balk if the situation were reversed; imagine Congress trying to pass a law that required us to buy only certain models of cars. That being said, congressional leaders are not your average Joes. They are using taxpayer money to lease these vehicles, and many of their taxpayers are choosing more responsible cars. While it may not be as flashy, I’m sure a hybrid SUV can climb mountains or accommodate tall representatives just as well as its gas-guzzling counterpart.

Today is the 39th annual celebration of Earth Day, a “holiday” created in 1970 to increase awareness for environmental protection. People around the world will plant trees, conserve electricity and water, stop driving, and make changes to their habits today in an effort to reduce their impact on our planet. Businesses have also taken note of Earth Day, and many of them have enacted policies or planned special activities for today. Companies in many industries are going green not only to improve their green policies, but also to attract employees and customers who care about the environment.

As the L.A. Daily News is reporting, Anheuser-Busch has Earth Day festivities planned at many of their 12 facilities around the country. Employees will telecommute, carpool, and use alternative transportation this week, as well as participate in tree planting and conservation exercises. Their website’s landing page takes visitors to a new section highlighting their involvement in green projects and their commitment to recycling and conservation. As their Employee Involvement section says, “Through these efforts, we hope to foster a community that has a desire to give back in order to preserve the environment around us. At Anheuser-Busch, we realize that we don’t just work in this world. We live in it.”

Another company working to improve their green quotient is Whole Foods, a grocer specializing in organic and healthy foods. Whole Foods vowed to end their use of plastic, disposable grocery bags by today. As a January press release explains, “Together with our shoppers, our gift to the planet this Earth Day will be reducing our environmental impact as we estimate we will keep 100 million new plastic grocery bags out of our environment between Earth Day and the end of this year alone.” Whole Foods is not the only grocery chain to make an Earth Day commitment. Safeway is converting many of its California locations to solar power. They also buy electricity for their stores from wind projects around the country, making them the 3rd largest retail purchaser of renewable energy. In honor of Earth Day, Safeway added two more store locations to their growing solar grid.

Businesses in other industries are also doing their part to participate in Earth Day. On the media front, The Weather Channel’s eco-friendly imprint Forecast Earth is carrying special programming to help viewers understand the global climate crisis. Their campaign, called “Help Make Every Day Earth Day”, gives viewers (and readers of their website) the opportunity to create videos and blog pieces about green issues. Users can submit their own content to share their ideas and strategies for going green. One video highlights the founder of Eco Envelopes, Ann DeLaVergne, whose company reduces the waste caused by reply envelopes. The Weather Channel has a massive audience, and therefore a massive platform with which to make an positive environmental impact. Their willingness to feature green content, and their ability to motivate viewers to do the same, represents the power that Earth Day has to change people’s minds.

Companies who make efforts to become more eco-friendly are not just becoming more responsible, but they are also influencing their customers and employees. Not only are customers looking for green options, but job seekers are become more conscious of their employer’s actions. As a recent Environmental News Network article points out, “A majority of U.S. workers (64 percent) say that their decision to work for a company or purchase its products are “strongly” or “somewhat” influenced by a company’s environmental practices or polices.” Indeed, as a new generation of green young people enter the workforce, a company’s ability to attract them through environmental responsibility may become a major factor for recruiters.

Environmental responsibility is not just an individual value anymore. Businesses around the world are taking up the pledge to honor Earth Day by improving their green policies. These businesses are well-positioned to have a competitive advantage as consumers and employees reward those who go green.

Many businesses are marketing to a new kind of customer, one who recycles religiously, eats organic/fair trade fruits and vegetables, and shops with their environmental impact in mind. This trend towards eco-friendly products is breaking out of the retail and manufacturing industries and spreading into unconventional sectors. Now, even insurance companies are “greenwashing” their home and auto policies, offering customers better rates or environmental incentives for sustainable rebuilding after a disaster. Money has always been a powerful motivator, and insurance policies are cashing in on consumers who want to be responsible in every aspect of their lives.

One way in which insurance companies are appealing to green buyers is through discounts for hybrid owners or those who limit their driving. Traveler’s, Farmers, and other auto insurance companies are offering up to 10% discounts on policies for hybrid vehicles. The theory is that hybrid owners are more conservative on the road and in the maintenance garage than, say, Hummer owners. As Evan Mills, a scientist at Lawrence Berkeley National Laboratory told Businessweek, “Customers who buy hybrids tend to have a more conscientious profile.” So far, these policies are limited to a few companies, but the trend is expected to grow in coming years.

Many auto insurers are also offering discounts to green consumers who keep their mileage low. Customers of Progressive, GMAC, and Farmers in certain states receive discounts of 25% to 54% for driving less, depending on how many miles they log. The insurance companies use various technologies to track participant’s mileage, from GPS devices to small data-collecting devices that plug into the steering column of certain vehicles. Some consumers are limiting their driving for environmental reasons, though these types of policies equally benefit those who are doing so due to rising gas prices and other economic crunches.

Another trend in the insurance industry is policies which allow customers to rebuild using sustainable, eco-friendly materials and technology. Lexington Insurance, which is owned by AIG, will charge an extra 3% premium so homeowners or commercial owners can replace damaged property with energy-saving appliances, better insulation, and renewable or recycled materials. They also offer a product called LexElite Eco-Homeowner aimed at the growing number of households who actually generate their own electricity. As a recent press release explains, “If a homeowner’s alternative-energy system has a covered outage, LexElite Eco-Homeowner will protect the homeowner against lost income generated from selling surplus energy back to the local energy company and will cover the extra expenses incurred to purchase replacement electricity.”

While many insurance companies are going paperless, offsetting carbon emissions, and making donations to environmental organizations, the trend setters are now trying to pass these values along to consumers through competitive policies. These discounts could be the motivating force that convinces some drivers and homeowners to choose their purchases based on environmental impact. However, not everyone is convinced that an insurance policy is the appropriate place to make an impact. As Consumer Federation of America spokesman J. Robert Hunter told Businessweek, “”Rather than pay an extra 3% for something that may never happen, why not buy better insulation?” As Hunter suggests, these green insurance policies could simply be a marketing ploy that has no real ripple effect in our carbon emissions. Hopefully, though, the idea that buying “green” could save money might be the extra incentive that people need to push them towards environmental responsibility.

A new type of benefit has emerged in businesses across the country, and it’s aimed at helping workers minimize their impact on the environment. Employers, particularly those in the green sector, are offering incentives to employees to live greener lives, both inside and outside the office. While many businesses have worked to improve their energy efficiency at the office, dedicated companies have extended their reach to include the homes and vehicles of their employees, helping their work forces to live carbon-neutral lives.

One company who has helped their employees reduce their carbon footprint is Clif Bar & Co., a Berkeley, CA based organic energy bar company. In the fall of 2006, Clif Bar started a program called Cool Commute aimed at reducing the amount of fuel their employees consumed in getting to work each day. The estimate that before the program, employees consumed approximately 29,500 gallons of fuel a year with 25 miles per gallon fuel economy. To reduce the amount of pollution and carbon dioxide produced by these vehicles, Clif Bar decided to offer incentives to employees who carpooled, used alternative transportation, or purchased a more fuel-efficient vehicle.

Clif Bar employees who walk, bicycle, or carpool to work can earn as much as $700 a year in rewards, tax free. They also offer a forgivable loan program of up to $5000 to help employees purchase a hybrid or biodiesel car. Those who stay with the company for a certain period of time do not have to pay back the loan. Clif Bar also plans to add two more energy-saving incentives for employees. They will now offer loans for energy-saving home improvements and commuter bicycle retrofitting. One of Clif Bar’s five aspirations is, “Sustaining our Planet: Keep our impact on the environment small, even as we grow.” Their employee incentives are great way to ensure that their impact is as small as possible.

Offering green incentives to employees is not just a great way to reduce a company’s carbon footprint. As a representative from the American Solar Energy Society told Renewable Energy World, “offering green benefits can make a difference in a candidate’s decision to join a firm.” More and more people are trying to minimize their environmental impact, and employers who support their efforts will attract top talent. Also, as the Wall Street Journal points out, “more young workers are seeking out employers with a socially responsible mission.” As the work force becomes saturated with younger employees, businesses will find more ways to support their environmental efforts, including commuting incentives, gift matching to green charities, and carbon offsets.

While Clif Bar is exactly the kind of company you would expect to support employees with green incentives, some experts predict that this trend will spread beyond “green collar” jobs. As Joel Makower, executive editor of GreenBiz.com, told the Wall Street Journal, “I think employers are just beginning to understand that, to have an environmentally conscious work force, you need to help them in their every day lives.” Makower expects green incentives to spread into mainstream industries not only because it helps attract employees, but also because of the good publicity it creates for businesses. As these incentives expand throughout the business landscape, workers will have no excuses for failing to do their part to protect the environment.