Many Shades of Green

GfK Roper Consulting, a division of GfK Custom Research North America ( www.gfkamerica.com ), today released its
2007 GfK Roper Green Gauge(R) study, finding the vast majority (87%) of consumers agreeing they are seriously concerned about the environment. In fact, most Americans are looking to the federal government to strengthen their enforcement of green regulations and (73%), while they say having a balance between economic growth and environmental protection is the goal, the environment should come first when a conflict arises (52%).

The top five environmental issues weighing heaviest on America's minds are water pollution and rainforest destruction (56%), diminishing fresh water supply (55%), fuel and energy shortages (54%) and man-made outdoor air pollution (53%). Asked who should take the lead in addressing these and other environmental issues, half of consumers (50%) rank the federal government first and 62% believe current legislation does not do enough to positively impact the environment.

Many Shades of Green
Segmenting consumers based on their green attitudes and actions, the study identified five key groups:

True Blue Greens: Environmental leaders and activists most likely to walk the green talk representing almost one third (30%) of the population. Nearly half (48%) turn to environmental groups as their main source of green information.

Green Back Greens: Do not have time to be completely green and not likely to give up comfort and convenience for the environment, but willing to buy green products. They represent 10% of the population. Nearly half (49%) get information on green issues from newspapers.

Sprouts: Environmental "fence sitters" who buy green only if it meets their needs representing just over one quarter (26%) of the population. One third cite newspapers as their main source of green information.

Grousers: Generally uninvolved and disinterested in green issues; believe individual behavior cannot improve environment. 15% of the population. Newspapers again serve as their major information source on green issues.

Apathetics: Not concerned enough about the environment to take action and believe environmental indifference is the mainstream. This group represents just 18% of the population. TV programs are their main source of environmental information.

Solar Decathlon 2007

Solar Decathlon 2007 takes place on the National Mall in Washington D.C., October 12 - 20, 2007.
The team houses in the "solar village" are open for public tours 10 am - 5 pm, weekends, and 11 am - 3 pm weekdays, except Wednesday, October 17, when the houses are closed for competition purposes. See the schedule for more information.

What is the Solar Decathlon?

Twenty teams have been selected by the U.S. Department of Energy to compete in the 2007 Solar Decathlon. (The request for proposals for the 2009 Solar Decathlon will be released during the 2007 event.) The teams, from colleges and universities around the globe, participate in an unparalleled solar competition to design, build, and operate the most attractive and energy-efficient solar-powered home. In fall 2007, the teams transport their solar houses to the National Mall in Washington, D.C., where they form a solar village. The teams compete in 10 contests to determine an overall winner. Using only energy from the sun, the teams generate enough electricity to run a modern household. With an eye on energy efficiency, the students carefully choose the systems, products, and appliances used in their houses.

The Solar Decathlon is a competition sponsored by the U.S. Department of Energy's (DOE's) Office of Energy Efficiency and Renewable Energy in partnership with its National Renewable Energy Laboratory (NREL). The American Institute of Architects (AIA), American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE), the National Association of Home Builders (NAHB), the U.S. Green Building Council (USGBC), BP, and Sprint are partnering with DOE as title sponsors.

 

2005 Top Finishers

Wins for the environment

I've heard news about two important courtroom battles.

First, a federal court has temporarily blocked the Shell oil company from drilling exploratory wells this summer off the coast of the Arctic National Wildlife Refuge.

Just last month people were rushing to court to stop the drilling before it could start -- and prevent any chance of an oil spill blanketing the shore of the Arctic Refuge and turning it into a long-term toxic waste site.

By putting Shell's operation on hold until the full case can be heard, the court has granted an eleventh-hour reprieve to polar bears and other wildlife, and shown its concern about the impacts of drilling. The full hearing next week is in federal court.

Now the second -- and equally dramatic -- victory: with the U.S. Navy about to train with dangerous, mid-frequency sonar during nearly a dozen upcoming exercises off the southern California coast, a federal judge has stepped in and blocked the use of the sonar!

The Navy needs to put common-sense measures in place to protect whales and other marine mammals from a lethal technology that has caused whale strandings and deaths around the world.

The court's injunction is "preliminary," which means that this fight is far from over. Nevertheless, it is a stunning setback for the Navy, and it supports our contention that whales should not have to die for military practice.

These twin victories are very important steps forward in our campaign to thwart the Bush administration's ongoing assault on America's wildlife and wild places.

I want to thank you, on my own behalf and on behalf of all the attorneys and staffers who are working so tirelessly on these cases.

What a great day for the environment!

Supermart for green building products

The Green Building Exchange held its grand opening Saturday in Redwood City, Calif. It is the first shopping and meeting center of its kind serving home buyers, builders and nonprofit groups. Products on display include solar panels, recycled renovation materials and low-toxic furniture.

"Home Depot doesn't have the service that comes with this," said founder Michael Schaeffer, who has worked in construction for more than 30 years.

But are the prices as low? "If you plan right, they're not necessarily higher. Sustainable homes have less frills."

Although many green building materials remain costly, Schaeffer believes prices will drop as consumer interest rises. He considers the polluting construction techniques of the 20th century to be a fad. Schaeffer hopes the location between two major Bay Area airports will help to attract people from far-flung places.

House-greening products and services are becoming big business as more people seek to reduce energy expenses and improve indoor air quality. As many as 10 percent of all new homes will include significant "green" features by 2010, according to projections by McGraw-Hill Construction and the National Association of Home Builders.

Credit: Elsa Wenzel/CNET Networks