AMA Green Marketing in the New Administration

786 views

Published on

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?

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
786
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

AMA Green Marketing in the New Administration

  1. 1. Discovering the Value of Green Marketing for B2B: Green and the New Administration American Marketing Association June 30, 2009 1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 12

×