Today in Cleantech

A New York Times articles last week argued that the green economy has disappointed and failed to create jobs. It’s angered many in the cleantech community who found the story misleading and who also realize that winning the communications and political battle means preserving incentives and the cleantech industry as a whole. However one reads the data in the Brookings Report is less important, though, than the reality that there are many reasons to support a green economy. And there are many ways to sell the message, as Michael Kanellos points out. It’s critical that the industry, which is highly fragmented across competing technologies, find a unified way to promote the value of renewable energy. My favorite message always has been the U.S. military and national security. The army is a major investor in cleantech because it’s critical to keeping soldiers safe and maintaining national security. It’s a message that reaches a demographic that doesn’t already drive a Prius.

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Adam Lesser

Analyst Gigaom Research

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