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Americans want to spend on green, but can't figure out how, says study

Posted at 1:29 PM on 26 Mar 2008

Americans are primed to spend up to $104 billion on "green" technologies this year -- but don't know where to find them, says a new study. Which seems crazy, considering the plethora of green-shopping websites and companies joining in on the "green revolution," but what do we know? According to the survey conducted by Rockbridge Associates, some half of the spending on green technologies this year could come in the form of easier-on-the-earth vehicles.

sources: San Jose Business Journal, GreenerComputing.com, Cleantech.com

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Comments: (4 comments)

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Re: Americans want to spend Green

I definitely have seen the increase in "Green" spending. However, I am wondering how much of this increase is going to go to hybrid cars and food. In our current society there appears to be a focus on cutting down carbon through environmentally friendly cars and purchasing food through retailers such as whole foods. But is this enough?
If we are truly going to make a difference, driving a car that obtains a few more miles per gallon and eating more sustainable food items occasionally is not going to make a large enough difference. Many of these "Green" items are simply less bad for our environment. In order to make a substantial change, our culture needs a make over.
Unless our love of material goods and anything new and hip changes, I am afraid that our society will eventually turn our world into ruins. The movement towards "Green" can be seen as a step in the right direction but we must understand that this is a baby step, not a solution.

by awkline at 5:27 PM on 26 Mar 2008

Green is Main Street

I have been excoriating Wall Street about this. Green is part of a major economic change the sort that happens every 80 years. This change began in 2001.

The foundation is primed to help green. Banks are loaded with money and interest rates are low. However, the powers that be are very reluctant to lend still. This has to change.

For example, suppose we would take 10 percent of the commuting workforce and give them enough capital to run their own businesses so they don't have to get in a car and drive every day? It's not a "green technology" per say, but an operational and systems change that will result in big changes.

by jabailo at 5:38 PM on 26 Mar 2008

More Education Needed

I think your average Joe or Josie is quite confused by the sea of green. They want to do the right thing, but don't necessarily know what that is. They aren't sure what's legitimately green and what's just a good case of green washing. This is where Grist and related groups can really make a difference.

Just one example. A local University converted to Bio Boxes to replace Styrofoam, but they're still landfilling it. In a landfill, Bio Boxes degrade at the same rate as Styrofoam - little to none.

I would also like to see Chambers of Commerces ake a stand in educating consumers.

by winstonsgirl at 10:15 AM on 27 Mar 2008

Right On winstongirl

So much of America is fast talking con. Advertising Agencies talk green faster than the true believers, because the true believers have to research what true green is. But the AAs don't have to know what true green is...just how to make their words sound greener to the public so they can divert green dollars to themselves.

Your future is not determined by your past

by litesong at 12:40 PM on 28 Mar 2008

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