Generation G and Alternative Green

Generation G is what Trendwatching.com is referring to today as the "generosity" (vs. greed) generation. This article/posting is feels like one of my earlier posts - i.e. far too long to do much other than scan quickly, especially when you are busy.

But I am glad to see that they included a thought around "green" or "eco-generosity" in addition to ideas around charitable acts (including how Perkonomics might apply).

I have been thinking recently about a post on the direction the green movement is likely to take in the coming years. Rather than simply be about saving the planet, which some "light-green" consumers might get behind (e.g. driving a 22 MPG hybrid Lexus), the I predict alternative energy to grow in popularity for economic reasons before environmental ones. Smart value combined with feeling good should present opportunities to marketers. Especially as the new administration in Washington pumps money into this area.

Yes alternative energy will remain only a fraction of the total energy our society consumes for many, many years. But from what I have seen there are several very innovative ideas out there that have the potential to catch on. At some point in my lifetime, I believe we will reach a real tipping point on this (Yes we can). When the economy starts to improve, we may need a bigger shove in this area (e.g. think gas tax that gets redirected into alternative fuel R&D). In the meantime there will be lots of opportunities as new things are tried.