For Green Tech Businesses is Data-Visualization the Next Big Thing?

At Open Forum:

For years scientists have been arguing that the rest of us do not see what they see when we look at data about climate change. While the documentary An Inconvenient Truth provided a compelling narrative, few feel that awareness of these issues has led to wide scale behavior change. 

Energy Hub Dashboard

Energy Hub Dashboard

It seems that it is natural human behavior to forget about rising CO2 levels and warming glaciers when we make the critical decisions that negatively affect the environmental. Despite all of the increased data and knowledge about global warming, do you know which decisions impact the earth the most?

Enter the power of data visualization to attempt to connect the dots between data,personal decisions about energy use, and behavior change. Several large companiesand startups have taken on the challenge to build feedback loops for us to use to see the impact of our actions, and give us a construct for us to understand how we change our behavior.

This article attempts to provide an overview of early stage and even established data services that take a different stance on the right point of intervention, in the right time, place and context:

Personal energy use

You can start by attempting to measure your personal energy use on the various footprint calculators on the Web. A simple quiz-style footprint calculator like the one provided at Nature.org will tell you how your household stacks up against the US and World averages, or the Android app ecorio.

Car energy use

Toyota was one of the first companies to demonstrate how data visualization in the vehicle could affect eco-efficient driving with their Prius dashboard, showing the electric-gas engine at work in response to the driver’s pedal use. Since other car companies have launched their low emissions vehicles they have attempted different ideas for giving feedback. The Ford SmartGuage dashboard turns smart driving into a video game that rewards you with a growing vine as your efficiency climbs. The Nissan Leaf uses remote monitoring systems to report remaining batter life and location of charging stations. The Chevy Volt, prior to the car’s launch, already has aniPhone app that enables battery monitoring, and shows energy data over time.

Home energy consumption

PG&EGE, Google, and Cisco have all created energy-monitoring smart meters for homes, along with several venture funded start-ups such as Energy HubTendril andGreen Energy Options. These firms are in a race to compete for their share of the emerging energy feedback market. The vision is that when these feedback systems are connected to a smart, clean energy grid, we will be able to modify our energy use in response to cost and environmental feedback about the use of energy intensive appliances.

Everything energy consumption

There are two companies attempting to provide a framework for measuring the impact of all things. The HP CeNSE system promises to become a “central nervous system for the earth.” Project Team Leader Peter Hartwell envisions billions of small, cheap, sensitive detectors that react to motion and vibration, for the purpose of measuring weather conditions, traffic, and structural strains on buildings, all centrally controlled by major infrastructure providers. Meanwhile, Pachube provides an open source platform for monitoring “the Internet of things” with environmental data sensors attached to devices and buildings. Pachube is a website to which users can submit sensor data from environmental sensor networks retrieve the data through Pachube’sservers in a consumer-accessible way, and that you can begin playing with today.

All of these businesses, large and small, are taking a leap of faith that data visualization of environmental feedback will change the way we make decisions about energy usage. Which company or idea do you think will be the most successful?

Green Brands: Do Intentions Matter in Ultimate Success?

At Open Forum for Inhabitat:

Two roads diverge

Two roads diverge

Let’s imagine two business leaders, both entrepreneurs, both looking to create an environmentally friendly and efficiently produced sunscreen.

Entrepreneur One is a green purist. Inspired to start a business after failing to findeffective non-toxic sunscreens for her first baby, and she decided to create thehealthiest, most environmentally friendly sunscreen in the marketplace. She has done a comprehensive analysis of how to how to reduce environmental impact across all stages of the lifecycle, and impacts beyond just carbon emissions. She realizes the product manufacturing will be more expensive, so she is looking to distribute her product through Web sales, word-of- mouth and eventuallyspecialty retail stores that cater to a hyper-aware, green consumer parent.

Now imagine Entrepreneur Two, a self-admitted and proud green opportunist. Aserial entrepreneur who has successfully supplied products to Walmart and otherbig box retailers, Entrepreneur Two was inspired by the Walmart SustainabilityIndex effort. The first phase of Walmart’s effort focused on their suppliers, providing a set of questions and conversations with current and future vendors to suggest a preference environmentally efficient products. Entrepreneur Two is convinced of the market potential for a “clean sunscreen,” and is working furiously to create a cost-effective solution that might compromise with a few ingredients to achieve the right price for the business model. She is looking for her environmental gains to help her sell her product and get a distribution deal with Walmart, and then plans to dominate the category of sunscreens at the mass-market level.

These two stories post other questions for those starting business with a sense ofpurpose and opportunity. Do original intentions matter to you, as an entrepreneuror as a consumer?  Do you think consumers care about the individuals and ideals behind a brand? If you were purchasing sunscreen for your baby, which productwould you buy?

These two stories also provide us a framework to understand how we measure value in our society – cultural value, economic value, and environmental value. Looking through these three lenses of measurement, which entrepreneur will achieve  the most business success, and which will achieve the greater good?