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Members of the global wind energy industry gathered in Anaheim, California last month for its annual conference. During the three-day event, wind energy articles made their way into the news columns—only to quiet down again after the conference ended and everyone went home.
Since our firm began following the wind energy industry in the late 90s, it seems the industry as a whole has struggled with communicating a message that resonates with a national audience and certainly, our policymakers. (Full disclosure: We work with NRG Systems, a manufacturer of wind measurement equipment for the global wind energy industry.)
Wind energy produces less than 2% of our nation’s electricity, but it could do much, much more. Wind energy has the smallest environmental footprint of any energy resource, but it seems to be held to a much higher standard than other energy sources (in terms of permitting, siting and regulatory requirements). Even in our state of Vermont, with public opinion polls consistently showing a high level of support for wind energy, there is only one commercial wind farm operating (in Searsburg). And that wind farm was installed way back in 1997. So progress in our state has been slow to say the least.
Wind energy hasn’t achieved that level of momentum or “tipping point” that Malcolm Gladwell discussed in his 2000 book, The Tipping Point. It seems that the wind industry is in need of that small change, that according to Gladwell, can create a social epidemic, a “wind energy revolution” if you will.
Certainly, national energy policy changes would go a long way to helping the wind industry establish a firmer foothold in the U.S. The American Wind Energy Association has lobbied for a national renewable energy standard (RES) and the continuation of tax policies to support further development of wind energy. But I have yet to see talk of RES and tax credits ignite passion in the ordinary American voter.
There was a time not so long ago that it seemed wind energy was poised to reach that “tipping point” and really take off. After experiencing decades as the fastest growing energy source, seeing fewer and fewer references to wind energy as “alternative” and welcoming the election of Obama who seemingly was more “friend” than “foe” to the environment, things seemed to be going the wind industry’s way. But then the recession hit, credit markets tightened and wind developers found it difficult to get financing for projects, some U.S. wind manufacturing facilities had to lay off workers and everything changed. The discussion at the national level changed. And wind energy is left fighting tooth and nail for every ounce of support it can get. What happened?
Playing Defense in Communications
Not to use a sports analogy, but as a communicator (and a sports fan), it seems to me that the wind energy industry is constantly playing defense. And you usually don’t score as many points when you’re playing defense (unless the offense really stinks). But the wind energy industry is going up against top players: the established energy giants of the oil, coal, nuclear and natural gas industries. They not only have bigger, stronger and deeper teams, but they also enjoy much greater financial support through long-standing tax incentives and other financial breaks at the Federal level. It’s really a David vs. Goliath story for the wind energy industry. (Hopefully, it will turn out as well.)
Whenever a wind project is proposed, opponents come out in full force, from environmentalists and the NIMBYs (the not-in-my-backyard folks) to the coal, natural gas, and nuclear industries. Whenever a negative article or editorial appears about wind energy, the wind industry steps up to rebut it.
While being prepared to play “defense” is necessary in communications, you have far more success with a proactive communications plan. It seems the wind industry lacks that proactive plan that will enable it to communicate to a global audience and speak to the many economic, environmental and societal benefits that wind energy offers our world.
But perhaps that’s the strategy of the opponents: to distract the wind industry so as to detract from its positive messaging and never let the industry find its voice or gain solid footing in our nation’s energy mix?
The Start of a Revolution
This is where a grass roots movement can make a difference. There are many of us, regular folks, who are tired of the destruction that other energy sources are inflicting on our planet. The news has quieted about the nuclear disaster that continues to unfold in Japan, but there is little doubt that this disaster will be with us for a long, long time. After reeling from the Gulf’s worse oil spill, we continue to be the world’s largest consumer of oil. As I read the news about flooding here in Vermont and in the Midwest, tornadoes in the south and the continued melting of the Polar ice caps, I can’t help but wonder if these weather events will become more commonplace as our appetite for energy continues to wreak havoc on the planet. We don’t see the mountaintops being blown off the Appalachians, but the destruction is happening, along with the poisoning of drinking water and soil (and people)in the areas surrounding these coal operations. And through it all, we and our policymakers continue to turn the other cheek and ignore the impacts that our daily way of life is having on this planet.
Time for a change
June 15, 2011 is Global Wind Day–an international day to recognize the many benefits of wind energy. It will take more than a day obviously to start a wind energy revolution. It will take continued effort at every level. But there will be small movements happening all around the world on this day to bring attention to wind energy. Here in Vermont, an effort called Wind Works in Vermont is being initiated with a goal of building a sustainable grassroots effort in support of wind energy. We all can participate.
Who knows? Maybe Global Wind Day will be that small change that will enable wind energy to finally reach that “tipping point.” It’s time for a wind energy revolution. And perhaps that’s the message that the wind industry will find that sticks: That it’s time for an energy shift…in so many ways…it’s time for wind energy.
