USA Today is now on the marketing payroll of NASCAR

USA Today ran a story this weekend by Nate Ryan entitled “Nascar going green, moving to ethanol blend fuel in 2011.” On this blog, we have spent a fair amount of time talking about both the use of buzzwords such as “green” and the pitfalls of biofuels. One post from a couple of years ago debunked the debunking of several ethanol myths while we have also looked into the prospect of biofuels dragging 30 million people into poverty and increasing carbon emissions by 30-fold. Needless to say, this story feels a lot like it is out of early 2008 rather than October 2010.

NASCAR is moving towards a 15% ethanol blend fuel beginning with the 2011 Daytona 500. While this isn’t the only green initiative, it is the one NASCAR would like to be the focus of its PR campaign according to NASCAR CEO and Chairman Brian France:

“When we said we had to accelerate our green efforts, this was a centerpiece,” France says. “It’s certainly the most visible thing we can do.It’s also one of the more difficult things that we do.”

If something as environmentally and socially destructive as corn-based ethanol is the centerpiece of your green efforts, then it’s not a stretch to say you have problems with your plan. The article does make a brief mention of other initiatives such as recycling and LEED certification for new buildings, but the bulk of the text is dedicated to the marketing advantage gained by the change in image.

But the switch to ethanol might be the most important step in achieving an ancillary benefit — attracting new sponsors in the green economy to cash-strapped teams hurting for funding since the onset of the recession.

“If you make a presentation to sponsor your car or race, it’s, ‘Well, tell us what you’re doing about green concerns.’ If you don’t have an answer, that may shut the door for you. They might not have an interest. There are some companies that are going to have budgets set aside exclusively for people that are actively green. There is a smart economical benefit to this.”

For me, the rationale behind having ethanol be the forefront of ‘green’ efforts is pretty clear. Thanks to some clever marketing and lack of real criticism of ethanol in the media, the public generally views it as a good solution. Also, it is a fairly easy and inexpensive switch for NASCAR and requires no huge switchover costs that other process changes may. Altogether this is a pretty inexpensive greenwashing campaign that allows NASCAR to get some free advertising from news sources such as Nate Ryan of USA Today.

One could make the argument that this is a relatively moot point as the prospects for NASCAR becoming a sustainable sport are bleak. I wouldn’t mind seeing some high powered electric cars race around the track, but we would also lose those roaring engines that make it so exciting at times. Like most every other sustainability effort, NASCAR is still in the ‘doing things less badly’ stage. It should get praise for the positive steps taken, but heavily scrutinized for this move.

In the end, my issue is not with NASCAR, but with Ryan. The title “Nascar going green…” is effectively advertising for NASCAR while the message of the article deals with the desired impact of the switch to ethanol on sponsorship. In fact, the author does not seem too concerned about the environmental consequences of a switch to ethanol, leaving that question unresolved:

NASCAR couldn’t provide many specifics about ethanol. France said the move would reduce the carbon footprint of a race (“we’re not exactly certain, but there is a benefit”).

If Ryan truly wanted the focus to be on NASCAR ‘going green’ then he would have investigated this aspect a little bit more to inform readers. If not, then the title should have instead been something along the lines of “NASCAR seeks to attract environmentally-conscious fans and sponsors through ethanol fuel blend.” Of course, that would be expecting a lot out of Nate Ryan and the mainstream media.

Advertisements

Green-tech investment falls 50%, but it’s no time to worry

The first quarter of 2009 saw a sharp decline in all forms of investment in clean-tech and energy both compared with a year ago, as well as the fourth quarter of 2008. Overall, the $13.3 billion invested was down 53% from the previous year and 44% from the last quarter. Investments in new renewable-energy projects led the decline, with venture capital investments also dropping 22% and a near evaporation of all investment in pure-play clean energy companies. However, this raw figure does not tell the entire story for the industry, nor is it necessarily indicative of a trend.

Story

Continue reading

Continuing the Fight Against Buzzwords – “Green Job”

President-elect Obama’s proposed economic stimulus package, with the goal of creating millions of “green jobs”, seems like a panacea able to fix our ailing economy, cut our reliance on foreign energy and mitigate the effects of climate change. While the details and price of the plan have not yet been worked out, we know that it would include funding for state projects to improve infrastructure and public transit, provide further subsidies for renewable energy, as well as facilitate the implementation of residential “smart” meters as the first part of process to make the energy grid more efficient.
Continue reading

The True Meaning of Sustainability

In recent years, many terms have arisen in order to describe very similar environmental standards. Whether a product is green, eco-friendly, environmentally sound, organic, or sustainable, people are willing to buy on the premise that they are helping to preserve the earth.  Through this explosion of terminology, it is apparent that the true meaning behind these words is unclear to a majority of people.
Continue reading

Green Chemistry – Saving Us From Petroleum Plastics

Ask a typical American where he thinks rising oil prices will have the most impact on his life, and he’ll probably answer “at the gas pump” (that is, if he owns a car). He may be right – as of 2006, gasoline accounts for roughly 45% pump of total American oil consumption[1]. But far from the minds of many consumers is the prevalence of goods that are manufactured from petroleum derivatives: polyethylene terephthalate (“polyester”) in plastic bottles and synthetic textiles, polystyrene (“styrofoam”) used in packaging, low- and high-density polyethylene used in a variety of products. As the price of petroleum continues to climb, the prices of products containing petroleum-derived plastics will rise accordingly.

Continue reading