AMA Green Marketing in the New Administration
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AMA Green Marketing in the New Administration

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Do you know how the Clean Energy Act of 2009 will impact your B2B Marketing? There will be nearly $60 million in government incentives once the Congress passes this bill and President Obama signs it. ...

Do you know how the Clean Energy Act of 2009 will impact your B2B Marketing? There will be nearly $60 million in government incentives once the Congress passes this bill and President Obama signs it. Will your company be ready to take advantage of it?

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AMA Green Marketing in the New Administration AMA Green Marketing in the New Administration Presentation Transcript

  • Discovering the Value of Green Marketing for B2B: Green and the New Administration American Marketing Association June 30, 2009 1
  • Summary Marketing Impacts • The Administration wants to: – Reduce environmental impacts from energy use – Lower energy costs – Use alternative energy – Create green jobs • B2B will have incentives to reduce and shift primarily through state, county, and city funds • Public and governmental pressure to act more “green” will increase, but likely paced due to high costs • Focus communications on what company has done to reduce energy consumption that will lower cost for them and ultimate consumer 2
  • Even in Democrat-Controlled Government, “Green” only 8% of the Stimulus - $60B • Tax Cuts, State Funds, Relief (Jobs and Bailouts), Infrastructure, then “Green” • Behind “Green” is College, Job Training, and Research 3
  • 70% of $60B going to Energy Efficiency Efforts in Business & Low-Income Energy Efficiency $59.5B Federal Energy-Efficiency Grants Other Energy-Efficiency Grants Smart Electric Grid Renewable Energy Loan Guarantees 13% 37% 18% 32% 4
  • H.R. 2454: The American Clean Energy and Security Act of 2009 • Sponsored by House Members: – Henry Waxman, California (D) – Edward Markey, Massachusetts (D) • Voted out of committee on May 21, 2009 • Pending votes in House & Senate • Signature expected by President in Fall • Contains 4 Titles: – I – Clean Energy – II – Energy Efficiency – III – Reducing Global Warming Pollution – IV – Transitioning to a Clean Energy Economy 5
  • Clean Energy (Title I) is about technologies to reduce carbon footprint; but these are costly • Investments in Clean Coal Technology, Electric Vehicles, Smart Grid (power), EnergyStar Appliances, and Clean Energy Innovation Centers • Cap & Trade system on Carbon Emissions • Marketing Impacts – Rising costs for suppliers – Expedited promotion of “clean” as a way to reduce carbon footprint – Energy conservation with Smart Grids and Appliances 6
  • Energy Efficiency (Title II) can reduce costs through DOE grants/incentives • Business to benefit most from Title II • Lighting, appliances, and prep equipment, transportation, & industrial • Grants for efficiency/renewable programs to Non-profit, City/County, and Low-income organizations • Marketing Impacts – Cost-savings can be significant – ROI payout needs to be reasonable – Lodi Winery earns $1MM in rebates (chillers, insulation, fermentation, and storage) 7
  • Reducing Global Warming Pollution (Title III) will regulate and provide targets • Business leaders involved in heavy industry, deforestation, & energy commodities (derivatives) will be under intense pressure to reduce • Reductions in plan: – 3% below 2005 by 2012 – Up to 83% below 2005 by 2050 • Marketing Impacts – Public pressure – Public Relations 8
  • Transitioning to a Clean Energy Economy (Title IV) provides Assistance to Change • Rebates for energy-intensive Industrial Sector (iron, steel, alum, cement, glass, pulp, paper, chemicals, ceramics) • “Complicated” calculations for petroleum refineries • Green jobs and training (cars & power) • Energy tax credit for low-income • U.S. private technology assistance and community efforts in developing countries • Marketing Impacts – Enhance communications around energy use and new technologies – Demonstrate green job or assistance in developing countries 9
  • Summary Marketing Impacts • The Administration wants to: – Reduce environmental impacts from energy use – Lower energy costs – Use alternative energy – Create green jobs • B2B will have incentives to reduce and shift primarily through state, county, and city funds • Public and governmental pressure to act more “green” will increase, but likely paced due to high costs • Focus communications on what company has done to reduce energy consumption that will lower cost for them and ultimate consumer 10
  • Sources • “H.R. 2454: The American Clean Energy Act of 2009: Short Summary,” Edison Electric Institute, May 18, 2009 • “Obama’s $787 billion Economic Stimulus Plan Mapped Out,” Financial INFOgraphics, June 2009 • “Incentives for Going Green,” Wines & Vines, June 2009 • “Overview and Impact of ARRA on Construction Spending,” Trane • www.energy.gov 11
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