Green Energy Firms Need Conscious Communicators

In the past few months, just about every major company in the semiconductor business has joined a rush into the solar industry, paving the way for what observers predict will be cheaper, better and more efficient equipment for both consumers and businesses.
Mark Pinto of Applied Materials
According to The Austin American-Statesman, worldwide installations of photovoltaic equipment sales soared by 60 percent last year by some measures and are predicted to grow by more than 25 percent annually in coming years. The semiconductor industry, on the other hand, is growing at about 5 percent.
Traditional solar companies are taking an optimistic view of the invasion of tech titans. Although their arrival means more competition, it also is bringing legitimacy to a business that was long considered more whimsical than practical.
From a marketing communications standpoint, I’d argue the opportunity in green energy is just as large. New companies are being born. Old companies are bringing new products to market. And customers need to know where to turn.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.