The New Green.

Just came across this "GreenWorks" event page that was post on brandrepublic.asia this morning. Once again reminding us that "Green" is no longer a fee good subject. Below is the lead in header from their webpage:

"The environment is now at the forefront of business, consumers and political agendas. How do corporations keep up with the world going green?"

Many green policy really started out to be a "good citizen" or "good corporate citizen" concept, but as the issue in energy and global warming beginning to affect our daily live and corporate bottom line. I think the old Green now becoming the new Green (money talks) that no longer a matter of good karma, just common business sense.

Take a look at what happen to the auto industry, specially in the US. When Toyota introduced the Prius to the market it was sold as technical wonder car that is good for the environment with it's ultra low emission. An iconic car that  can balance both utility and feed good factor. The benefice of fuel efficiency was really a byproduct in the process of creating an ultra low emission vehicle.

Toyota wasn't the first in bringing a mass product hybrid vehicle to the market it was the Honda Insight it has the same mission as the Prius but it success was limited due to its design and utility. The Insight was discontinued in 2006.

In 2008 hybrid car will began its path to become a mainstream format with model range from luxury SUV to entry family car like the return of the Honda Insight. Why all the sudden everyone are getting on the hybrid development, surely is not a sudden increase in the marketability of be "Green", is basically driven by increase in gasoline cost and now a possible slowing of economy around the world. With an unstable and limited energy solution without a clear winner in renewable energy solution the only action is to maximize the current solution. Does "GreenWorks" really means that being green really can make people turn to your product? I don't think acting or doing the "old green" will do it. I think you don't have to say anything about "Green" anymore, cause the "new green" has nothing to do with tree hugging or save the Panda it has more to due with economy and the people's bottom line.

From 2008 onward it's going to be an interesting time. A time where efficiency is going to be a key factor in development on all kinds of products and it just so happen that those solution also will be more beneficial to our mother earth. So, I guess it doesn't hurt for Google to design more energy efficiency server farm or user more renewable energy to lower its energy cost and look good in front of the public at the same time.

Look at the US auto industry. GM planting to introduce electrical car call the Volt in 2010, Tesla Motor gearing up for the delivery of its all electrical roadster in 2009, Chrysler out of the blue now has an program focusing on alternative energy motors, almost all auto company has an active program that is going to put new alternative vehicle on the road around 2010 to 2012. 

I hope the US and the develop nation will really look at this as an economical opportunity more then a political issue. I sure who ever can crack the problem on capture and storing sustainable energy will sure be a economic power house, putting a new definition on word "Green" in green tech.