What is the Renewable Energy Brand?

What is the purpose of Renewable Energy? To save the planet? To become energy independent? To make a profit? To provide jobs? National security?

What is the Renewable Energy brand? Is it simple? Is it mainstream? Is it expensive? Is it patriotic? Is it friendly? Is it treehuggers? Is it Midwestern? Is it alternative? Is it cool? Is it caring? It is wise? Is it conservative? Is it green?

The “green” movement is about being environmentally-friendly. Is that what Renewable Energy is about? “Green” has meant saving or reducing, in addition to recycling. What image do these words have in your mind: save, reduce, recycle? For most, they mean inexpensive or less money.

Does that apply to Renewable Energy? Should it? Should we as Americans expect to pay less – or more – for the Renewable Energy brand? Isn’t Renewable Energy in fact a premium product? Shouldn’t we be willing to pay more for a product that will help save our planet and by the way, make us more secure as a nation?

Most people still think it's all about "green." Why? Because if you don’t manage your message, someone else will. We haven’t given the American public the right message (if any) about Renewable Energy, so they (we) interpret as best we can with little or no information. In addition, those that use “green” to talk about renewable energy are only harming the Renewable Energy brand, because they are confusing two different movements.

People hear about the green movement, renewable energy, environmental friendliness, alternative energy, energy security and conservation. Who really knows what they all mean? We must define the Renewable Energy brand. We cannot expect Americans to understand – much less, trust – Renewable Energy if it is not clearly defined and communicated.