Cleantech 101 Global Research Findings and a Discussion on the Importance of Trust Building in the Cleantech Industry
Presented October 7th, 2009 Edelman Cleantech
August 27-September 9, 2009
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Cleantech’s Star is on the Rise
Cleantech Trumps IT, Biotech as Dominant Investment Sector in Q3 September 30, 2009 | Camille Ricketts …(cleantech) has emerged as the No. 1 sector in U.S. venture investing overall, surpassing long-time leaders IT and biotechnology, according to a new report released today by the Cleantech Group and Deloitte & Touche.
September 22, 2009 Treasury, Energy Surpass $1 Billion Milestone in Recovery Act Awards for Clean Energy Projects "We may not need any (nuclear or coal plants), ever,“ - Federal Energy Regulatory Commission director Jon Wellinghoff Edelman Cleantech August 27-September 9, 2009
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But Gaps Exist September 25, 2009 11:29 AM PDT Clean-energy wonks to Washington: Get a clue By Martin LaMonica Bringing new energy products to market requires not only technology breakthroughs but also coordination among start-ups, large corporations, financiers, and government
Silicon Valley venture capitalists nurturing growth of green technology Start-ups often need big money and investors steeped in big science and big government. By Todd Woody, Sept. 20th, 2009 “If you're doing tech investing you don't care too much what's going on in Washington with regulatory policy, but it absolutely matters with clean tech -- it's a big driver,� - Marianne Wu, a partner at the Sand Hill Road firm Mohr Davidow Ventures.
Edelman Cleantech August 27-September 9, 2009
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Research Methodology StrategyOne conducted nationally representative surveys of adults 18 and older in eight countries:
US
UK
France
Germany
Italy
India
China
Japan
How many
1,000
1,051
1,049
1,042
535
534
517
543
Margin of Error
+3.1%
+3.0%
+3.0%
+3.0%
+4.2%
+4.2%
+4.3%
+4.2%
How
Telephone
Online
Online
Online
Online
Online
Online
Online
When
Aug. 27-29, 2009
Aug. 30Sept. 2, 2009
Sept. 5-9, 2009
Sept. 5-9, 2009
Sept. 59, 2009
Sept. 5-9, 2009
Aug. 30Sept. 2, 2009
Sept. 5-9, 2009
This presentation also includes data from the Edelman Midyear Trust Barometer, a survey of 1,675 informed publics in the US, UK, France, Germany, India and China, conducted May 26-July 3, 2009 Edelman Cleantech August 27-September 9, 2009
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Across the globe, people believe technology can address future challenges Chinese, Indians are particularly bullish about technology’s role; Japanese are divided Not at all confident
8%
4%
3%
2% 16%
13%
25%
9% 6%
48%
13%
6% 1%
3% 1%
Not too confident 11%
3% 37%
2%
Somewhat confident
38% 40%
60%
52% 19% 56%
59% 27%
24%
17%
19%
Not sure
1%
24%
53% 45%
1%
26%
Very confident
This is in line with the Edelman Trust Barometer findings that the technology industry is among the most trusted across the globe.
25% 4%
US
UK
France
Germany
Italy
India
China
Japan
Thinking about the challenges the world faces, how confident or not confident are you that technology can provide long-term solutions to meet those challenges? Edelman Cleantech August 27-September 9, 2009
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There is a perception that government somewhat understands industry’s efforts to develop clean technologies But, sizeable minorities say Government does not understand
14%
10%
9%
9%
2%
11%
15% 20%
18%
31%
25%
27%
8%
Doesn't understand much
27%
4% 30%
15%
Doesn't understand at all
2%
2%
34%
Understands somewhat
9% 4%
15%
Not sure
Understands completely
48% 56%
22%
45% 44%
48% 37%
43% 30% 26%
9%
7%
US
UK
13%
France
7%
8%
Germany
Italy
12% 2%
India
China
Japan
To what extent do you believe that GOVERNMENT understands how PRIVATE COMPANIES are working to develop new clean technologies? Edelman Cleantech August 27-September 9, 2009
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With the exception of Japan, majorities say industry understands government’s efforts in clean tech development Don't understand at all 6% 17%
5% 22%
6%
4% 19%
26%
5%
1% 8% 4%
2%
13% 19%
8%
25%
7%
Don't understand much
20% 3%
17%
6%
32%
Not sure Understand somewhat
49%
Understand completely 26% 62% 50%
47%
53%
51%
46% 39%
9%
8%
US
UK
13%
11%
34% 14%
12%
2%
France
Germany
Italy
India
China
Japan
To what extent do you believe that PRIVATE COMPANIES understand how GOVERNMENT is working to develop new clean technologies? Edelman Cleantech August 27-September 9, 2009
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Across the globe, there is a call for Green Engagement: an industry-government partnership carrying the clean tech message China, Japan see a larger role for government 11%
11%
8%
13%
6%
2%
3%
Not sure 20%
Non-governmental organizations
39% 38%
49%
49%
51%
Combination of all 3
21%
43%
Government agencies Private industry
63%
2%
3%
8% 10%
25% 6%
13%
5%
21%
8%
10% 13%
50%
44%
22%
7% 13%
US
17%
20%
18%
24% 15% 7%
UK
France
Germany
Italy
India
China
12%
Japan
Of the following, which do you feel has the MOST responsibility for increasing the use of clean technologies? Edelman Cleantech August 27-September 9, 2009
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Across the globe, there is a call for Green Engagement: an industry-government partnership is essential for building trust Government alone
17%
23%
19%
Private industry ALONE
21%
11%
51%
61%
4%
67%
4%
US
72% 69%
22%
12%
10%
10%
8%
8%
UK
France
Germany
16%
6%
62%
15% 15%
Not sure
21%
58% 64%
Together
17%
Italy
4% 18%
5% 4%
China
Japan
7%
India
Which of the following approaches do you feel is the most TRUSTWORTHY? Private industry talking about the benefits of new clean technologies ALONE; Government agencies talking about the benefits of new clean technologies alone; or Private industry and government agencies talking about the benefits of new clean technologies TOGETHER Edelman Cleantech August 27-September 9, 2009
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Research Summary and Strategic Implications o
Across the globe, people have high expectations for technology to tackle world challenges. o o
o
Confidence in technology is particularly high in China and India The data align with Edelman’s Trust Barometer, which has historically found the technology industry among the most trusted by informed publics
There is a perception that government and industry somewhat understand one another on the development of new clean technologies. A plurality believe that government somewhat understands industry’s efforts, while a sizeable minority say the government does not understand. o Likewise, industry is seen as having a good, but not great, grasp of how government supports clean tech. o
Edelman Cleantech August 27-September 9, 2009
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Research Summary and Strategic Implications o
Increasing the use of clean technologies is a shared responsibility among industry, government, and non-governmental organizations (NGOs). These findings are consistent with the 2009 Trust Barometer about the need for government and business to work together. The Barometer found that 66% of informed publics globally believe business should work with government and other third parties to solve global issues. o Chinese and Japanese respondents see a larger role for government on clean tech development. This suggests a need for a government relations component for companies operating within these markets. o
o
And, the public is more trusting of information about clean tech that comes from more than one player. While industry is more trusted than government or NGOs, communication from multiple sources is more compelling. o The Trust Barometer found that 60% of informed publics globally need to hear something 3-5 times to believe it. Communicating frequently and honestly is important to overall company reputation. o
Edelman Cleantech August 27-September 9, 2009
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Call to Action o
Globally, there is a call for Green Engagement: a partnership among all players to develop and promote new clean technologies.
o
But, it is a mistake for industry to rely on another player to carry the message. Ultimate responsibility for communication lies with clean tech companies. o o o o
Industry needs a solid communications plan to aggressively engage third parties. NGOs are a trusted information source, but industry should not sit back and count on them to carry the message. Likewise, government is not an overly trusted information source on clean tech, and does not provide information as quickly as people would like. In order for companies to establish trust and message credibility, they must demonstrate that they are working with government and NGOs and not acting alone.
Edelman Cleantech August 27-September 9, 2009
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Thank you for your time Maria Amundson David Bloomgren Kimberly Kupiecki Sparky Zivin
Edelman Cleantech August 27-September 9, 2009
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