Valley Views – Poughkeepsie Journal – May 30, 2010
By Melissa Everett, Ph.D.

The fallout from the Gulf Coast BP oil spill is a slow-moving reminder of an opportunity in disguise: to grow the market for clean energy jobs with a movement of households, businesses, and institutions that choose to use energy as the precious, risk-filled resource that it is.

The need and opportunity are clear.  American households generate 38% of the country’s carbon footprint, which is 8% of the world’s footprint and larger than that of any other country except China.  That means the choices of individuals and communities have powerful leverage, in the marketplace and the political realm.  An important statewide program to support household energy improvements, Green Jobs/ Green New York, is nearly ready to launch and is expected to create thousands of jobs for energy auditors, insulation contractors, HVAC and lighting specialists, and the like.    

Beyond the policies and programs in the pipeline, there’s only one more thing needed to create these jobs:  a market.   Our home-grown energy-efficiency industry  could be poised for serious growth, providing one thing happens:  that New Yorkers let their “good selves” out into the light, take a moment’s break from cynicism, and do the important little things that will save energy at home and work.  Changing a few light bulbs is a trivial response to the devastation in the Gulf.  But imagine living in a town that changed out all its incandescent lighting and set up its residents for lifelong savings by doing so.

In the United Kingdom, an intriguing energy saving campaign is spreading virally with the support of national media, stars, and many engaged citizens.  It goes by the name 10:10 - a campaign to reduce carbon footprint and energy use 10% in the year 2010.  You sign up, find tools and tips to take action, measure your footprint, chart your course.  It’s like a Weight Watchers for the planet.   Sixty-five thousand people and over 2,000 businesses are part of the campaign, which is endorsed and regularly covered in The Guardian.  It’s easy, and at the same time it has the juicy quality that invites participation.  October 10, 2010 is the global launch of 10:10.  How will we respond?

In the Hudson Valley, we have the makings of a similar campaign, the Ten Percent Challenge.  Sustainable Hudson Valley has put this campaign together with a website, incentives and rewards, tools and support.  The solar thermal company EarthKind Energy has generously pledged a free solar hot water system for the first community to achieve its 10% carbon reduction goals.   Right now, the town boards of Warwick and Fishkill are considering stepping forward as the first committed community, and others are deliberating in the background.  Cutting energy use and costs is hardly a new idea here in the Valley. But this campaign steps up the action and invites a new measure of creativity.  If not now, really, when?

Melissa Everett, Ph.D. is Executive Director of Sustainable Hudson Valley and author of three books on adult development, social responsibility and career choices.  She is at work on a new book, The Ten Percent Challenge.   This article also appeared in the Westchester Journal-News, May 23, 2010.