Why We’re Dumb About Greentech: Wired Explains
July 22nd, 2010 by Kevin Skurski
The Building Advisor is not the only one to have noticed that Americans seem to be slow on the uptake when it comes to energy efficiency. Wired Magazine’s Epicenter blog picked up greentechmedia’s (see our ‘green with envy’ post) “5 Reasons Why Green Tech Has Such a Tough Time in America” post this week, and there is some serious food for thought that goes beyond that now old standby explanation of unsexiness.
The post details how long we’ve had some of the technologies now considered “cutting edge,” such as the first wind turbine in 1888, the first photovoltaic cell in 1954, and even the invention of the first compact fluorescent lightbulb in 1976 – which wasn’t mass produced by GE at the time because it would have cost them $25 million to build the manufacturing facilities. Instead, the design was leaked and others copied it before GE had a licensing program.
“So why do we suck so much at green commercialization, while excelling at transforming science projects like search engines, microprocessors and microbes into Google, Intel and Genentech?” asks author Michael Kanellos.

Greentech does not equal hippie.
Oooh. Good question. But then he answers it five ways, so you don’t have to think that hard. And the answers go as deeply into our national need for excess as they do into mainstream mistrust of The Climate Crowd. As a sign of the times, Kanellos links to a story about the first Earth Day in 1970 and what its initiator, George Fallon, had to do with starting the EPA. It’s a bit serpentine, but a reminder that mainstream and political support – not just the “dirty, smelly, strident hippies,” as Kanellos calls them – can create real change.
Images courtesy Confessions of a She-Fan and Life of an Architect.




But she brings up another interesting point: are building contractors missing the memo on seeing themselves as energy managers? Do mechanical contractors know they’re in the business of energy management as soon as they see themselves that way?