OgilvyEarth, a sustainability consultancy, studied the mainstream consumer and posted some fascinating research. Specifically, 82% of Americans have good green intentions, while only 16% of Americans are firmly dedicated to fulfilling those green intentions — leaving 66% in the middle, the “Middle Green,” wanting to do more but not getting it done. This deficiency between intent and action — the Green Gap — is explained with some firm solutions in a 131-page reported called Mainstream Green.
The much-anticipated Honeywell Wind Turbine from WindTronics officially launches today, one day prior to Earth Day. This is a small wind turbine that we’ve mentioned extensively – here’s a video of one spinning. The launch is supported by a global network of distributors, partners, and retailers ready to sell the unique turbine from a starting price of $5,795, plus installation.
A new company, Switch Lighting, just introduced some new lights that look promising. The San Jose-based company has what it calls “the brightest warm light LED replacement available,” according to a news release, and we’ve been able to get access to a couple photos of the 75W bulb. The Cradle to Cradle bulbs — 40W, 60W, and 75W equivalents — have a self-cooling design that maximizes brightness and requires fewer LEDs.