In spite of the fact that quite a lot of money goes into coming up with innovative technologies that pose no threats to the environment, few of the things designed in research laboratories are actually bought by consumers.
Elton Sherwin, the senior managing director at Ridgewood Capital, argues that this is due to the fact that developments in the field of environmentally-friendly technologies are not properly advertised in the media.
Thus, seeing how they lack sufficient information about them, consumers are reluctant when it comes to purchasing.
According to cleantechies.com
Elton Sherman came up with this observation after having invested in energy-efficient devices himself and experiencing first-hand the fact that he lacked a proper market on which to find the customers he needed to make a profit.
Being a practical businesses man, Sherman quickly realized the he needed to strike a partnership with the Institute for Market Transformation (IMT) in Washington DC, which has “addressing market failures that inhibit investment in energy efficiency and sustainability” as one of its goals.
Up until now, IMT has succeeded in convincing three major cities – New York, San Francisco and Washington DC – to come up with and implement energy saving plans, with people working in the building sector here being willing to invest in green technologies.
In order to determine these three cities to start cutting down on their energy use, building owners and contractors were required to make all of their utility expenses public, meaning that in order to attract more tenants and buyers, they simply had to find ways to reduce these costs.
Thus, Elton Sherman's green devices for monitoring and controlling energy eventually found the market niche they needed.
Turning back to our problem – that of not having enough people willing to buy environmentally-friendly products – it is our belief that the situation Elton Sherman was faced with is by no means simply the “black sheep” in the green industries “family.”
On the contrary, it most likely that most of the breakthroughs made in the field of environmental protection go unnoticed or fail in reaching the general public because nobody bothers to advertise them.
Therefore, we dare say that it is high time the media started giving green technologies the attention they deserve.