Supermarketer

Log onto the SmartPower website, scroll down to your state, and learn about the different ways you can start using clean energy. In some states, it's as easy as checking off a box on your utility bill. In others, there are incentives for installing solar photovoltaics on your home. And in still other circumstances, you can buy "clean-energy tags" that allow you to support the clean-energy industry.

We stand behind Green-e as the "Good Housekeeping seal of approval" for clean energy. Green-e is a certification program run by the Center for Resource Solutions in California, and they regularly certify various clean-energy products.

I'd first validate their concerns. The fact is that even a wind farm has an environmental footprint. And we believe that we should make sure that when we build a power plant -- any power plant -- be it coal, oil, gas, nuclear, or even a wind or solar "power plant" -- we do everything in our power to mitigate the damage these power plants can do to the environment.

If only I had a crystal ball ... I would venture to say that it's probably safe to bet on all clean, renewable-energy technologies. The reality is that fossil fuels are just becoming too costly. As a nation, we are going to have to increase our "energy portfolio." In order to do that, we'll need to take advantage of all various kinds of clean energy available to us.

We are working aggressively to bring clean energy into our country's urban centers. In fact, our 20 percent by 2010 campaign is designed specifically to get cities and other urban areas to be the true leaders in making our country energy independent. By committing to use 20 percent of their energy from clean, renewable energy, cities and towns are leading by example and helping to build a true clean-energy marketplace. Already, urban areas such as Hartford, Conn., Providence, R.I., and Worcester, Mass. have committed to 20 percent clean energy by 2010.

Our interest is in building a strong, robust clean-energy marketplace. To do that, we are seeking to make clean energy a larger piece of our nation's energy portfolio. In other words, we are not saying that our nation must use 100 percent clean energy tomorrow. Indeed, it would be somewhat irresponsible to say that -- kind of like suggesting to someone to put all their money into one stock. We are looking to diversify the energy portfolio. And 20 percent clean energy by 2010 would represent a major step in the right direction.

Your question feeds directly into the theory that is SmartPower and why the Connecticut Clean Energy Fund helped create us in the first place. In short, it's simple supply and demand. If we can get enough people to actually buy clean energy like you're doing, then the price will come down. So get your friends and neighbors to sign up for Connecticut's clean-energy options, and help build the clean-energy market.

Great question! The reality is that our friends and neighbors need to know first and foremost that clean energy actually works! Believe it or not, most people know that clean energy is good for the environment. They know it's good for public health and national security. They just don't think it's strong enough to actually keep the lights on at night or the heat on in the winter. That's why our message to regular consumers is: "Clean energy. It's real. It's here. It's working. Let's make more!" (Check out our TV ads here.)

I know what you mean! The root of the problem is the harsh reality that all clean energy doesn't get the respect it deserves. Wind, solar, and hydropower are still considered "alternative" types of energy that just can't be relied on to power our world. That's why we need an organization such as SmartPower to "market" clean energy to regular people the way Coca-Cola markets soda. If we do this right, I think increasingly you'll start to see geothermal power -- and all clean-energy technologies -- getting more respect.

Put another way, the cleanest energy you can use is the energy you don't use! So you're right on target: energy-efficiency measures must be part of our national discussion on clean energy.

Good point. We specifically are supporting what is commonly referred to as "small hydro." That is, hydropower that is less harmful to the environment and less damaging to river ecosystems.

We're seeing this in the U.S., too. The nuclear power industry is getting renewed traction these days. In large part, this traction is being spurred on by well-meaning environmentalists. After all, if your biggest concern is global climate change brought on by greenhouse gases, then nuclear presents itself as a good solution.

I think much of your concern is based on the message. We have found that words such as "green" and "alternative" do not resonate with a majority of Americans. In our consumer research, we have seen that for many people, "green power" represents a political party or even a lawn service! It doesn't speak to them about clean, renewable energy. Similarly, "alternative energy" conjures up a lifestyle choice that many people either don't feel comfortable with or simply doesn't include them.

This is a great point and something that we are very much looking to push. New home construction could easily include solar photovoltaics, and to many home buyers, this would be an incentive to buy -- akin to granite countertops or central air conditioning. The key is a marketing campaign such as SmartPower that markets these homes to the builders, the sellers, and the buyers. If we can do that, then we'll really start seeing some movement in the distributed generation market.