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Is it possible to pursue alternative, renewable energy while at the same time stimulating the economy? Well, it certainly seems to be working for Germany’s burgeoning wind energy industry! A recent article in Businessweek highlighted German’s windmill generators. According to the article, 7% of the nation’s power and electrical needs are generated from the wind power harvested by these windmills. Further, because of favorable regulation of the industry, “Germany has become a global powerhouse in green energy, producing more electricity from wind than any other country.” Germany currently leads the international market in wind production, they have no plans to stop there. According to this blogger, the country plans  to expand their wind farms and the use of other renewable energy resources, which will position Germany as a true international leader in alternative energy production.

In addition to the economic stimulus in the wind energy field, the German economy has benefited from other green businesses. According to Businessweek, this sector of the economy employs more than 235,000 people and generates sales upwards of $33 billion. While the U.S. economy is currently plagued with surging oil prices and increased concerns over global warming ramifications, Germany is seeing the payoff for their labors in pioneering wind-harvesting technology. In addition, the solar industry in Germany is also beginning to take off, with almost 100 companies manufacturing solar cells within the country.

As the market in Germany grows and experiences such a level of success, it begs the question: why aren’t other nations adopting similar approaches? Each country has its own natural resources, which, like the wind in Germany, could be harvested as a source of alternative energy. There are plenty of other possibilities: why not try to harvest wave/water energy? Plenty of nations, the United States included, might be able to develop technology to commercially harvest the power of moving water from rivers, waterfalls, waves, etc. Though German innovators currently have a leg up in the wind energy market, the US market in this field is growing rapidly. It is quite possible that the US will be able to implement a successful system as Germany has done, especially if they’re backed by similar government incentives and support. Clean energy could truly become a reality.

When the global atmosphere is telling us to “go green,” smart business minds will take that imperative seriously and find ways to profit at the same time. Germany’s wind industry has proven that a successful partnership between green energy alternatives and economic stimulation is possible. Other nations would to well to learn from this example, and green alternatives are proving to be a responsible and profitable solution.

China has long been plagued by air pollution problems. Rapid industrialization, the reliance on coal and the burning of fossil fuels, and a growing population of drivers have made China the world’s largest producer of greenhouse gases, surpassing the United States in 2007. As Beijing prepares to host the Olympic Games in August of this year, China’s government has moved to close factories in the provinces surrounding the capital to curb the pollution problem.

According to the World Health Organization, Beijing has the world’s most dangerous air, measuring 12 times the the “safe” levels suggested for respiration. Of the 20 most polluted cities in the world, China is home to the top 16. Authorities estimate that approximately 750,000 people die every year from respiratory illnesses related to pollution in the country. Chinese authorities and Olympic committee members are desperate and eager to put the right foot forward during the Games, and part of their challenge is to assure the world’s top athletes that it is safe to compete in Beijing.

For this reason, six municipalities and provinces near Beijing will see massive factory closures in the months leading up to the Olympics. Hebei, Inner Mongolia, Shangdong, Shanxi, Tianjin, and Beijing have already begun to close polluting factories and power plants to improve air quality in the region. Factories being closed include coal-fired power plants, cement factories, and chemical manufacturers. China plans to curb driving in the capital city prior to the Games, and though specific plans have not been announced, the Financial Times is reporting that as many as 1 million cars may be temporarily banned from roadways.

All of these environmental measures come on the heels of major athletes and foreign team’s announcements that they will not train near Beijing for health reasons. Indeed, British athletes will wear face masks at the Olympics to protect themselves from the poor quality air. Olympic rules require the competitors to remove the masks before their events, but they are allowed during training and warm-ups. As the Sunday Mirror reports, “The International Association of Athletics Federations have the final say on whether they [face masks] can be worn once events start. If the rule is changed many British athletes will be keeping them on.” According to the Sunday Mirror, the only team which had set up a training facility in Beijing was the U.S. boxing team, but they have since relocated outside the city due to the smog.

While Chinese efforts to improve air quality have been helping the situation, many in the financial world are concerned about the effects the factory closures will have on economic growth. China has consistently grown its economy by 10 percent each year, and analysts fear that it may slow significantly this year. However, if the efforts of the government produce a lasting solution to China’s air quality problems, slow(er) growth will be a small price to pay for a healthier population and a healthier planet.

The factory closures are just one of the many measures which China has taken to improve its environmental record prior to the Olympics. Many of the newly-built Olympic facilities incorporate energy-efficient and water-saving technology, including the stunning “Water Cube“, which will host aquatic events. Environmental watch dogs and journalists are hopeful that these green efforts will not be abandoned as soon as the Games are over. As Holger Preuss, and Olympic scholar and historian, told the Wall Street Journal, “[Environmentalism] may be one of the real Olympic legacies, and not the construction of great sport facilities.”

U.S. automakers are seeking new ways to improve the performance of electric cars. Following a progressive energy bill which requires a 25% increase in fuel efficiency by 2020, car companies are ready to take another look at the technology behind the electric car. Plug-in vehicles had a brief moment in the sun (largely in California) in the late 1990s, but a short battery life, lack of consumer support, and the powerful oil lobby combined to shelve the idea. With the popularity of hybrid cars and the support of legislation, automakers are exploring new options to make the plug-in electric vehicle a viable product for U.S. drivers.

The environmental benefits of plug-in electric cars are clear: the electricity required to power them emits 50% less greenhouse gases than a traditional gas-powered vehicle. The practicality of these clean cars is less obvious. They can travel approximately 40 miles before needing to recharge, and some of them can be plugged in to regular wall outlets. This would be perfectly reasonable and even convenient for the vast majority of U.S. commuters, 78% of which have a daily drive of 40 miles or less. It would be very impractical, however, for any extended trip, especially if the vehicle in question required a special type of charging station, as did GM’s late 90s model, the EV1.

The key to making electric vehicles successful in the U.S. market is finding a battery technology that can increase their range and decrease their price. In a recent interview with Business Week, Nissan Senior VP of Technology Minoru Shinohara points out, “The price of the battery is almost equivalent to the car itself. It’s not very practical right now.” For this reason, automakers are looking beyond the battery systems of past electric cars to the same technology that is used in laptops.

Both Nissan and GM are planning to introduce electric cars that use a lithium-ion battery, unlike the nickel-metal hydride versions that GM used for the EV1. These batteries have the benefit of being more stable than NiMH versions, which allows them to pass safety standards for cars. There are still some safety concerns, however, as there was a rash of exploding lithium-ion batteries in laptops in 2006. The batteries also hold a stronger charge and weigh less. However, at current production costs, they are estimated to add approximately $10,000 to the consumer price of the car, making it very hard to compete with hybrid vehicles.

GM’s lithium-ion powered car is called the Chevy Volt, and it will likely hit the market by 2010. It boasts a completely electric engine with a backup power system that will kick in after the lithium-ion battery is drained. The backup system, called E-Flex Drive, can be configured to run on gasoline and E85 (85% ethanol, 15% gasoline) or biodiesel. The electric battery can be recharged using a standard household outlet, or it can recharge itself using the gas-powered combustion engine. Hybrids already on the market, like Toyota’s popular Prius model, have nickel-metal hydride batteries recharged by a gas engine.

GM is still looking for a supplier for the battery system, and firms working to provide new technology solutions are getting a boost from government grants. One such company is A123 Systems, based in Watertown, MA and founded by an MIT professor. They have successfully created a lithium-ion battery that was demonstrated in a hybrid car, thanks to incentives from a Department of Energy grant. DOE funding for battery technology has reached $80 million this year, with $30 million going specifically towards developing fleets of plug-in electric cars. Automakers are also hopeful that government incentives will be available for consumers who purchase their green cars. A tax credit is already extended to hybrid owners, who get a break of up to $3000, depending on the purchase date and model of car.

Through a combination of innovation and government support, the electric car just might find a receptive market in the United States in coming years. It’s a good sign that filmmaker Chris Paine is making a sequel to his 2006 documentary, “Who Killed the Electric Car?” The title? “Who Saved the Electric Car?”

As more individuals and businesses take steps to go green in coming years, renewable energy sources expect to see massive growth. Both the wind power and solar power industries saw remarkable changes last year, with wind power companies adding over 5000 megawatts to the grid and the industry expanding by 45% last year. The solar power industry, though much smaller, saw a similar percentage increase, adding more than 300 megawatts to the U.S. power grid. The renewable energy field is a bright spot in a slowing economy, and experts predict that the growth spurt will continue, adding jobs and clean energy sources in many locations throughout the country.

Part of this trend is due to favorable policies and regulations at both the national and local levels. The federal government has enacted tax credits and business incentives to clean energy companies, and many states have followed suit. Though some of these credits are due to expire at the end of 2008, the industry may be able to weather the storm due to the increasing demand for clean energy in states like California, which has passed laws demanding that utilities buy a certain percentage of their wattage from renewable sources.

One state has been especially welcoming to renewable energy companies. New Mexico’s governor (and former Democratic presidential candidate) Bill Richardson told the Wall Street Journal that his state has enacted laws granting “close to $20 million” in incentives for German solar company Schott. Schott has plans to build a massive solar cell factory in Albuquerque that will provide jobs for approximately 350 residents by 2009, with plans to increase the opportunities to 1500 workers. Schott has a similar solar plant in Billerica, Massachusetts, which manufacturers solar panels for use by construction companies and individuals. The Albuquerque plant will focus on large-scale solar modules for use by utility companies who supply solar-based electricity to grids throughout the country. Because of policies like his, Richardson predicts, “The Southwest is going to become the laboratory for clean tech jobs in renewable energy and energy efficiency.”

Wind power is seeing even more impressive growth, and nearly 20,000 jobs are now available in the U.S. market due to wind energy projects. Half of those were added in the past year, and the trend is expected to continue. Experts in the clean energy field expect tens of thousands of jobs to be created in the coming decade. While some of these emerging companies focus on manufacturing large scale turbines for use by utility companies, others have taken a more local approach, installing smaller-scale turbines at businesses, schools, and hospitals.

One such company is Blue Sky Wind, based in White Plains, NY, and they expect to see a total production of 1000 megawatts through their various projects by 2010. Their common sense approach allows them to seek opportunities to make a difference in various settings. As their website explains, “We seek places where the electrical infrastructure is in place and where supplemental energy is needed and cost effective. BSW will consider urban, suburban, industrial, farm and rural settings for wind projects.” Many businesses are following the same model, and much of the wind industry’s growth is due to small-scale local projects like this. In the coming years, we can expect to see not only large wind farms popping up all over the country, but also turbines on college campuses, in business parks, and in housing developments.

The continued success of the renewable energy industry comes as a welcome bit of news amid pessimistic economic reports and talk of recession. This industry will prosper and grow in coming years despite the dismal prospects for other industries. This shows that utility companies and their customers are starting to consider the source and the environmental impact of their electricity.

A few weeks ago, we published an article about an up-and-coming website called Greenshopper.com. This unique business allows environmentally-friendly shoppers to locate green alternatives to their everyday purchases. Consumers who want to make socially responsible purchases can find everything from organic shampoo to hemp swimwear. The driving force behind this project is Zachary Bouchard, who founded Greenshopper.com after a successful career in financial services. I had a chance to speak with this remarkable 27-year old entrepreneur about his business and his passion for our planet.

Bouchard was focusing on responsible green investing when he decided to write a book about how to make good consumer choices that would reduce your environmental impact. “I had read forty or fifty books on the subject, and the research for my book developed into the foundations of the website,” he said. Bouchard had done some small website projects during his investment banking career, and his interest in web development coupled with the programming expertise of his stepfather led him to pursue Greenshopper full-time.

The philosophy that drives Bouchard is ‘vote with your dollars.’ He argues, “Capitalism is an essentially democratic process, probably more democratic than our two-party system. You have only two choices for president, but you have thousands of choices for every product that you buy.” It’s a compelling idea, and Greenshopper hopes to show people that it’s possible to influence the market by “voting” for environmentally-friendly companies. The website’s FAQ sections explains how it works: “Every purchase of a green product or service increases the demand for that product, making it more appealing for other companies to produce a similar, sustainable product.” By supporting eco-friendly products, shoppers can push responsible products to the mainstream and create a demand for items that do not contribute to the climate crisis.

He speaks with a passion and an urgency about our need to stop the climate change which threatens the planet. “Every ecosystem on Earth is on the verge of collapse, and what the politicians are proposing isn’t going to work. Small steps work on an individual level, but politically we need big steps.” His goal is to reach out shoppers who are just beginning to change their habits. “Our target market is people who are on the fringe, just starting to worry about the environment.” He stresses that the little things, like walking or biking instead of driving or swapping old light bulbs for energy efficient models, has the potential to make a huge impact.

To reach these consumers, Bouchard engineered an affiliate deal with Amazon.com, which allows customers to access the best green products from retailers all over the country. “Our ‘buy online’ section opens directly into your Amazon account, and we get credit for every purchase.” Amazon gives Greenshopper a cut of all sales, though Bouchard declines to reveal the exact percentage. He’s very excited about an upgrade to the site that will allow consumers to find local green businesses. “We want to be the one-stop shop for buying green, locally and online. Our customers will soon be able to find local green businesses that aren’t necessarily sold directly though Greenshopper or Amazon. This will reduce the environmental impact of shipping and allow local businesses to reach responsible shoppers in their areas.”

Other plans for the website include discussion forums and product suggestions, which will enable the community at Greenshopper to suggest new products that should be available on the site or identify products that should not be included. Bouchard has not yet conducted any national advertising for Greenshopper, though as their revenues increase and site’s design improves, he expects to see growth. As the revenue grows, so will Greenshopper’s philanthropic efforts; at present 10% of all their profits are donated to environmental organizations, and he hopes to up that number in the future.

To those who say that the younger generations are apathetic and uninvolved, I would point to Bouchard as an example of someone who has committed his life to a worthy cause. He is a true believer, and it is his hope for change that drives him to influence others. “When you start to understand the real problems we face, it can be scary and overwhelming. You have to have a tremendous amount of hope which overcomes the panic you sometimes feel.” While the problems our planet faces are indeed daunting, Bouchard is doing his part to educate the public and make it as simple as clicking a mouse to do the right thing.

Following the lead of new legislation in California, utility company Pacific Gas & Electric (PG & E) is aiming to provide much of the current energy it delivers to customers from renewable sources. Under Governor Schwarztenneger, California will require utilities to acquire at least 20 percent of their power from renewable projects by 2010, and a new target of 33 percent by 2020 was recently approved. PG & E has risen to the challenge, and they currently buy 12 percent of their power from environmentally-friendly sources like solar, wind, geothermal, and biogas, with contracts in place for 18 percent. It’s an unlikely move for a power company, but they are preparing for an emerging competitive renewable energy market.

PG & E’s website claims, “On average, more than half of the electricity we deliver to customers comes from sources that emit no CO2 and an increasing amount comes from renewable sources of electricity.” They are working with several Silicon Valley VC-backed energy companies who are pushing solar technology to the next level. They have brokered a 500-megawatt agreement with BrightSource, a company out of Oakland, CA. The deal is enough energy to light up to 700,000 homes at prices competitive with less-environmentally friendly options like natural gas. BrightSource builds massive solar fields in the hottest parts of California’s Mojave Desert, enabling them to maximize the power produced by their innovative solar panel designs. They are just one of a number of companies which PG & E has partnered with to provide clean alternatives to traditional electricity sources.

In addition to buying solar energy from local firms, PG & E also administers a Solar Schools Program, which will provide up to 40 schools a year with a 1 kilowatt solar installation. The program will not only help needy schools control energy costs, but will also provide a hands-on example of how renewable energy technologies work. PG & E is offering training seminars for teachers to help them incorporate the solar project into classroom lessons. Their interest in solar also extends to private businesses, who receive rebates and incentives when they install renewable energy technologies: “Through PG & E’s Self-Generation Incentive Program, nearly 130 customers received incentives of more than $69 million for projects totaling more than 37 MW in 2006.” One of those companies is Google, who installed a solar-paneled carport at their headquarters last year.

The utility giant is also working on an initiative to tap the power of the tides in San Francisco Bay. They’ve teamed up with the City and County of San Francisco and the Golden Gate Energy Company to conduct a study which will assess the technology solutions available to harness tidal energy. This would create a zero-emissions renewal power source for PG & E. The utility hopes that, “future plans could ultimately lead to the development of a full-scale commercial project [in the bay].” Their plans include building two 40-megawatt power plants along the California coast in the next few years.

Why all the interest in renewable energy, especially coming from the largest utility company in California? Peter Darbee, CEO of PG & E, told Business 2.0 magazine, “This is a defining moment for utilities. Are we going to be central players in shaping the new energy economy that is now emerging, or are we going to leave these challenges to others?” His strategy is clearly to embrace the new trend towards renewable energy, and it’s turning out to be a sound business strategy. Darbee has taken the company from bankruptcy in 2001 to profits of $2.8 billion in 2007.

PG & E’s strategy proves that renewable energy is not only the right thing to do anymore, it’s a profitable industry. As other states begin to follow California’s lead in regulating the percentages of clean energy that utilities must distribute, other companies will surely look to PG & E’s business model for inspiration.

“It is difficult to get a man to understand something when his salary depends on not understanding it.”

-Upton Sinclair

The quote above inspired the creation of a website called Greenshopper, which is a self-described, “environmental super store and online community for green shoppers.” Founded in 2006 by Zachary Bouchard, the site aims to provide a one-stop location for those who wish to buy environmentally friendly products. The site fills a growing need in the e-commerce world by allowing users to research and buy green products.

The website links to over 200 companies which manufacture organic or green products. While other smaller sites of this type exist, Greenshopper has successfully negotiated a partnership with Amazon which allows them to offer online ordering and shipping through the retail giant in exchange for a percentage of the profits. Their relationship with Amazon enables customers to use existing Amazon accounts to buy at good prices and Amazon’s reliable shipping to receive products quickly. As Greenshopper’s FAQs point out, Amazon is estimated to have a lower ecological footprint than other retailers because they ship directly from manufacturers to customers without the middleman of a brick-and-mortar store.

Greenshopper’s products are carefully vetted to make sure they meet customers’ expectations. They aim to include products which are pesticide-free, made from recycled materials, and/or organic (i.e. cotton, bamboo, hemp, etc.). They also include products which are designed to reduce energy consumption, like weatherization products and low-energy light bulbs. The website explains, “A light bulb by itself is not necessarily made from sustainable materials, but it reduces our coal burning fossil fuel consumption and is the best current green alternative.” The team at Greenshopper individually selects the products featured on the site to offer the latest technologies that reduce our impact on the environment.

In addition to featuring environmentally friendly products, Greenshopper provides funding for various environmental groups. They currently donate 10% of all profits to environmental groups with different focuses each month. Founder Zachary Bouchard makes it clear that the site has no specific political affiliations: “The environment should not be a partisan political issue, as it doesn’t matter if you are a democrat, republican, independent, green party, etc - we all have to have a habitable planet to even be able to discuss politics in the first place!” As the site continues to succeed, Bouchard plans to donate a larger percentage of the profits to environmental charities.

Greenshopper subscribes to the “vote with your dollars” philosophy, meaning that every choice we make as consumers is means by which to influence policy. If we support businesses who produce sustainable products, we are encouraging other businesses to change their environmental policies. Greenshopper’s website argues, “By buying green, we not only protect these ecosystems with our purchase, we expand the reach of the green movement, pushing it towards the mainstream”. Indeed, the website’s partnership with Amazon does bring green consumerism to the mainstream of online purchasing, and other businesses will follow their lead.

But what about the prices, you might ask? To those who complain that green products are more expensive, Bouchard’s service offers a means by which to trade the financial bottom line for the green bottom line. Besides, by fomenting competition among green products and companies, your purchase will also drive down prices and create a more competitive market where consumers can demand lower cost, more eco-friendly goods.

Sometimes, as a society, we won’t believe something until we see it with our own eyes. As the saying goes, “a picture is worth a thousand words.” Non-profit groups are using this stubborn sentiment to their advantage by showcasing satellite images of disturbing environmental changes on Google Earth. Green non-profits who are telling their stories on Google Earth include: United Nations Environment Programme, Appalachian Voices, Neighbors Against Irresponsible Logging, Jane Goodall Institute, and the Sierra Club.

These savvy environmentalists use Google Earth Outreach to create unique educational slides and photos that appear as a layer on the satellite maps. The Outreach website encourages charity organizations to use this tool to their advantage: “As a non-profit or public benefit group, you can use Google Earth to capture the work you’re doing, the people you’re helping, the challenges you face and the change you’re helping to enable - all in the visual context of the environment in which these stories take place. By downloading your KML files, anyone, anywhere can fly in Google Earth from where they live to where you do your work. This virtual visit to the projects and people you support gets users engaged and passionate about what you’re doing and builds support for your cause.”

The United Nations Environment Programme (UNEP) in particular has incorporated some striking images of our planet in their “Atlas of Our Changing Environment” on Google Earth. Before-and-after images of 100 spots that are facing environmental changes appear in the mapping program. Included in the slides are shocking images of the endangered Amazon rainforest region, the dwindling polar ice caps, the explosion of development in both Las Vegas and Shenzen, and the destruction of massive mangrove jungles in Southeast Asia. Google Earth users can zoom in on these regions and see high-quality images that serve as an educational object lesson. Slides also present content that explains the causes of specific environmental changes and the years the different photos were taken.

These Google Earth-hosted campaigns hope to rally support for their projects and reach the ears of government officials who can legislate to protect these areas. For example, Appalachian Voices uses the program to allow users to enter their location by zip code and see local supplies of coal and the damage mines have done in their areas. Dole Food Co. has also employed Google Earth to show consumers where their bananas were grown, the history of farms in the area, and see aerial images of the farm. The Fair Trade Certified organization also has a Google Earth presence which allows users to virtually visit certified farms producing fruit, rice, coffee, cocoa, and tea. This kind of awareness is essential to changing people’s habits, particularly in an era where homegrown or local food consumption is so rare.

Google Earth supports templates in KML format, and you don’t have to be a programmer to create engaging and beautiful slides to promote your cause. Their Outreach branch offers online tutorials to help users learn how to create slides, incorporate the passage of times into their maps, embed videos, and promote the finished product so it reaches their audience. This innovative idea is a great way to reach new advocates, interest potential donors, and add a visual element to the story of any non-profit. Explore Google Earth’s Global Awareness layer to see the unique tools that non-profits are using to give us a much-needed object lesson in environmental responsibility.

Google has long been a proponent of green technology and reducing carbon emissions for some time. In 2007 they announced a plan to become “carbon neutral”, reducing their carbon emissions from data centers and offices to zero. Part of the solution was building a massive solar panel at their Mountain View, California campus. They also supported (with VC money) the RechargeIT initiative, which promotes the use of plug-in hybrid electric vehicles. However, a November 27th announcement shows that Google’s commitment to renewable energy goes beyond reducing their office’s carbon footprint and giving money to other organizations. They are launching an initiative known as RE>C, which aims to develop cheaper and cleaner energy sources than coal. RE>C will “focus initially on advanced solar thermal power, wind power technologies, enhanced geothermal systems and other potential breakthrough technologies.” ( Google Press Center ). This move is not only responsible, but it also makes good business sense.

Google has millions to spend on side projects beyond the search engine and advertising core of their business, and renewable energy is increasingly an enticing investment as the world slowly wakes up to the reality of global warming. The burning of coal is currently the primary energy source for most people around the world, making up 40% of the world’s electricity production. It is also one of the leading producer of greenhouse gases, which contributes to the climate crisis. Coal is so popular because it is the cheapest energy source, but Google’s initiative aims to change this.

RE<C has already begun supporting two companies that are working towards cheaper electricity from solar and wind power. eSolar Inc. specializes in solar thermal power. They are driven by the simple concept that renewable energy should be priced competitively with fossil fuels. They produce relatively-small panels, which they call “heliostats”, and they are installed in configurations that maximize the energy absorbed. These installations are efficient, fast, and scalable to different sizes of power plants. Makani Power, which draws its name from the Hawaiian word “mah kah’ nee” meaning wind, focuses on high altitude wind energy. Founded by an MIT PhD and a wind surfing champion, Makani is developing high altitude wind capture technologies that have the energy potential to supply the entire globe.

Google has a real need for these types of technologies, as its data centers are some of the largest in the world. It’s not at all surprising that the biggest fish in the Silicon Valley pond is taking a stab at supporting renewable energy initiatives. What is surprising is that the move is not entirely a venture capital project. In addition to supporting companies like eSolar and Makani, Google will be hiring an in-house team of engineers and energy experts to work on the problem of cheaper-than-coal electricity. They will be tasked with the specific goal of “building 1 gigawatt of renewable energy capacity that is cheaper than coal. (That’s enough electricity to power a city the size of San Francisco.)” according to a Google press release. Though there are no specific numbers in terms of money allotted for this team, they are expected to complete their task “in years, not decades”.

While countless bloggers and industry experts are bemoaning Google’s apparent inability to stay within their realm of expertise, one cannot help but admire their hands-on approach. As an organization, they attract limitless talent, pull in countless billions, and have a reputation for success. They’re oozing money, and it’s hard to criticize a company that chooses to use their assets to support an important cause. Besides, this is essentially a business initiative. Renewable energy is beginning to catch on, and Google is getting in on the ground floor of an industry that is bound to grow. It’s a smart move, no matter how you look at it. Good PR + good ROI + doing good = a winning combination.

For more information about RE>C, please visit http://www.google.com/corporate/green/energy/index.html. To contact Google about investment, R&D, or project opportunities, send proposals and contact information to renewables@google.com.

Creative companies are always trying to “think outside the box”, whether that means developing a new, breakthrough product or finding an innovative use for an old stand-by. SkySails, a company which has revolutionized the shipping world with their towing kites, has accomplished the latter. SkySails was established in Hamburg, Germany in 2001 with the aim to reduce the fuel consumption of modern shipping by harnessing wind energy at sea. They were inspired by the historical use of sails to harness wind power, and the emerging sport of para-sailing.

SkySail’s website states: “It’s a simple fact: wind is cheaper than oil and the most cost-effective offshore energy source. Yet, despite its attractive saving potential, it is not presently being used by cargo ships - for a simple reason: so far no sailing system has met the requirements of commercial shipping.” The company has changed the industry by engineering a system that is easy to implement, whether outfitting a new vessel or retrofitting an old one. The entire system is controlled by a computer, which can be incorporated into the existing electronics on the bridge. Launch and recovery are as simple as pushing a button, and it takes about 10 or 20 minutes. The computer monitors the kite and controls its flight path and altitude. It flies higher than traditional sails, which allow it to capture wind that is stronger and more constant. Once it reaches altitude, the engines can be throttled back to save fuel without losing speed. The towing kite itself is approximately the size of a football field, but it stows easily in about the size of a telephone booth, allowing large shippers to maximize the amount of cargo they can carry.

Other design features also respond directly to the needs of cargo vessels. The kite is a double-walled structure made from highly tear-proof material. The double wall mimics the shape of an airplane wing, which allows it to operate not just downwind, but up to 50 degrees to the wind as well. The shape was engineered specifically to avoid heeling, or the tilting of the ship that is common among small sailboats. This makes for a safer ride, especially in high seas, since cargo ships are often carrying thousands of shipping containers on deck.

Rather than being an expensive proposition, this is one example of green technology that actually saves money. Based on today’s oil and gas prices, the system will pay for itself in 3 to 5 years. This type of technology is the key to getting businesses to adopt environmentally-friendly policies: it has to positively affect the bottom line. The most common drawback of green technology is that it tends to be more expensive than doing business the old way, and if more companies like SkySails can buck this trend, more businesses would be happy to do their part to protect the environment. This is the great challenge green businesses will face; if they can make environmental responsibility a money-saving proposition, they’ll be wildly successful. And all of us will benefit.