+ Marketing Green on creating demand for renewable energy

The always-excellent Marketing Green has a great interview with 3Degrees' Adam Capage. The whole interview is mandatory reading, but this quote in particular encapsulates the essence of the problem for many sustainable products:

The real challenge is that renewable energy requires people to pay a premium and they have absolutely nothing [tangible] to show for it. People for a long time tried to compare this to organic food or bottled water or other premium product. And, you just can’t do that because with bottled water people think they’re getting [a personal benefit like] cleaner water. With organic food they might be stopping themselves from having pesticides. [Unlike with renewable energy], it’s not just about the public good.

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