According to the annually released National Technology Readiness Survey (NTRS), “Americans’ appetite for environmentally friendly technologies and consumer products is grossly underserved, with a potential $104 billion in sales this year. The annual survey — sponsored by the Center for Excellence in Service at the University of Maryland’s Robert H. Smith School of Business and technology research firm Rockbridge Associates Inc. — found that 71 percent of adults are interested in green technology, but there is a large gap between the number of products consumers own now and the number they say they would like to own.

The $104 billion market opportunity represents the annual sales potential of the 11 product categories measured in the NTRS. More than half, $54 billion, is the potential for sales of eco-friendly vehicles, including high-mileage, hybrid fuel, biofuel, and alternative-fuel vehicles. Researchers measured respondents’ interest levels for each of the eco-friendly product categories and calculated market value based on average selling prices.

“The key to tapping this huge potential market is targeting and appropriately addressing the green consumer,” said P.K. Kannan, director of the Center for Excellence in Service. “Our research found that green technology trends are led by a small, yet powerful group of influencers that actively act as evangelists to a secondary group of adopters.”

The NTRS classifies respondents into six segments based on their commitment to green technologies, their influence on others on being green, their skepticisms about green and their interest in technology. The survey finds that those most committed to the environment — 10 percent of adult consumers — are also very enthusiastic about technology. These “green tech leaders” are the same consumers who are often approached by others for advice on technology and the latest gadgets and devices. The researchers urge marketers to target this segment when introducing green products and services.

“There is a great opportunity for firms to not only target these green tech leaders to adopt their eco-friendly products and services, but also use them to get the word out,” Kannan said. “This market segment tends to be younger, heavier users of online social media and more enthusiastic about technology in general. They write blogs and advise others, and they also create a strong social networking effect that is critical for diffusing green technology to the larger market.”

“Marketers also need to be mindful of their message,” said Charles Colby, president of Rockbridge Associates. “Consumers are quite sensitive to companies that don’t follow through on their promises. Firms that misrepresent or exaggerate the benefits of their eco-friendly technology may find it backfires with consumer hostility or rejection.”

2007 NTRS Findings

- 83 percent of adults want to preserve and protect the environment

- 42 percent of adults said products and services that help the environment are hard to find

- 59 percent of adults say they like trying new technologies that help the environment

- 56 percent of adults say gadgets designed to help the environment would be fun to own

- 68 percent of adults like to do business with companies that are environmentally responsible

- 72 percent of adults say they resent companies who say they care about the environment but are not sincere

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Green Batteries?

Every year 15 billion Alkaline batteries ( enough for a column of batteries to go to the moon and back) are made and thrown away. Enter USB Cell – USBCell is a AA battery that can be recharged hundreds of times without cords, cables etc. According to their website;

“USBCell was recently commended for best product design of 2006 alongside the Ipod Shuffle and is now available online to 50+ countries” and “are estimated to save several KG of toxic waste and C02 emissions compared to using lots of ‘Rubbish after one use’ alkaline cells.” The USBCell works with wireless mice, folding or wireless keyboards, digital cameras, MP3 speakers, projector controllers and etc. Pretty cool.

In their twelfth year now idea-list is a great resource for both those interested in getting involved in supporting eco-friendly and those who operating a non-profit. For like-minded individuals the site provides a way to identify opportunities for involvement in your local area, jobs, interns, and useful sites. For non-profits it can help locate consultants, materials, interested volunteers, resources and discussion boards. A definite bookmark.

Another piece of good news - According to the Washington Post Sony is the first major electronics company to team up with Waste Management Inc. to expand its recycle program. Most computer and electronics companies like HP, Apple, and Dell require consumers to mail in their old equipment to be recycled. Starting September 15 however, Sony will provide 75 recycle stations available for consumers to drop off their old goods to be recycled. All Sony or Sony-Ericsson products will be recycled for free but other brands will require a small fee. California and Minnesota got the major share of the the stations with 17 in CA and 19 in MN. Sony plans to double the number of drop-off centers within a year, hoping to have at least one in every state and ultimately one within 20 miles of 95% of the U.S. population.

Reware is a really cool innovative company that sells portable solar powered chargers. The products use what they call a “thin-film” technology to turn sunshine into electricity and can be used to charge any 12 volt electronic device; mobile phones, games, PDA’s and etc. Kudos to Reware for developing such a great collection of products. What a great sustainable, marketable product! I noticed the other day that they are looking for interns so I thought I would add a link for those interested.