I'm cynical, too, about some things. But I think it's important to keep in mind that, like the old metaphor, a few bad apples don't make all the apples bad. I've been surprised at some readers who seem to think that any "green" announcement must be a greenwashing stunt. Healthy skepticism is a long way from a closed mind. Meanwhile, the willingness of consumers to pay a bit more for at least some green alternatives is increasing, while the price differentials come down.
9 of 10 may be green. But until the 9 of the top 10 new cars purchased are green and more expensive, I think we are still seeing the world through green colored glasses. The all mighty dollar which is spent by the American consumer will determine if green goes. I hope it does. And I will do my part to pay a little extra when given the chance. But as the economy struggles and people are having trouble just getting food on the table do to unemployment it will be difficult for people to pay more for green.
Good thing this is not greenwash. Unfortunately, the amount of greenwashing out there has apparently made a lot of people so cynical about green anything that they find it difficult to grasp the reality of actual improvements like this one.
I agree, Chuck, there is tons of greenwash. I receive scores of press releases from PRNewswire for Green Scene. The majority of "green" releases are items like a compnay that has reduced the energy consumption of its call center by 5% due to a green initiative.
Major corporations like P&G, Ford and DuPont make technology decisions about how to fulfill sustainability goals based on both economic and technical feasibility. This became clear to me during an interview with DuPont's head of renewable materials, some of which appears in my upcoming bioplastics feature in the March issue of Design News. It's also become clear with nearly every new materials technology I've reported on. So the replacement materials must have the same features, be about the same cost, and most likely (and practically a necessity in automotive manufacturing), their process should ideally be either a drop-in replacement during manufacturing, or easily appended to the existing manufacturing process.
But none of those factors tells us why these companies have sustainability goals in the first place. The main reason for those goals is customers, specifically consumers. The Freedonia Group analyst I interviewed for the same feature made it clear that, at least for bioplastics, consumer demand for sustainable solutions is what's driving innovation. It's consumers who are willing to pay a price premium for ecological plastic bag replacements or EVs, for instance, not aerospace engineers who care if their aircraft components are made of green materials.
Rob: Good point about it not being greenwash. Although there is admittedly still a lot of greenwash out there, I'm seeing more and more efforts at real "greenness." In the auto industry, hybrids are becoming the norm for new vehicle introductions. I recently finished a slideshow on concept cars, an nine of the ten mentioned are either hybrids or pure electrics.
I can understand your view that P&G's change in materials was likely economically motivated. I agree, but the economic equation may go beyond material cost and include competitive considerations. If the use of green materials is tested and found to help persuade the customer to choose the P&G product, the company may choose those materials even if they're more expensive than plastic.
The saying is usually ascribed to the Iroquois. However, the Constitution of the Iroquois Nations (aka the Great Binding Law), codified for the original five nations and a very interesting document indeed:
doesn't actually say "seven." In fact, seven is a "magic" or symbolic number more often associated with continental Europe and the Near East than with native peoples of the western hemisphere. The relevant passages in the Constitution say:
"Look and listen for the welfare of the whole people and have always in view not only the present but also the coming generations, even those whose faces are yet beneath the surface of the ground – the unborn of the future Nation."
"the Five Nations...shall labor, legislate and council together for the interest of future generations."
But the oft-misquoted line, "In every deliberation, we must consider the impact on the seventh generation" reads shorter and sweeter to modern ears.
Truchard will be presented the award at the 2014 Golden Mousetrap Awards ceremony during the co-located events Pacific Design & Manufacturing, MD&M West, WestPack, PLASTEC West, Electronics West, ATX West, and AeroCon.
In a bid to boost the viability of lithium-based electric car batteries, a team at Lawrence Berkeley National Laboratory has developed a chemistry that could possibly double an EV’s driving range while cutting its battery cost in half.
For industrial control applications, or even a simple assembly line, that machine can go almost 24/7 without a break. But what happens when the task is a little more complex? That’s where the “smart” machine would come in. The smart machine is one that has some simple (or complex in some cases) processing capability to be able to adapt to changing conditions. Such machines are suited for a host of applications, including automotive, aerospace, defense, medical, computers and electronics, telecommunications, consumer goods, and so on. This discussion will examine what’s possible with smart machines, and what tradeoffs need to be made to implement such a solution.