Eco to drive new post-recession economy

2:38 AM Wed 4 Mar 2009 GMT

'Protecting and prospering need not be at odds.' .

With the recession deepening, count on all things 'eco' to be repositioned from 'worthy but expensive' to 'worthy and a lot less expensive'.

Cash-strapped consumers are going out of their way to save money on energy bills, motorized transport and other waste-prone, eco-unfriendly activities.

While the environment may not be their first concern, they will nevertheless do less damage. Other consumers are still primarily interested in sustainable consumption, but no longer willing or able to pay the usual premiums. Examples:

BMW is now repositioning the Mini as not just fun-loving, but cheap to run, and eco-friendlier to boot. This will become an even more compelling story when the new Mini E (E for electric) takes to the streets.

Payless ShoeSource recently announced a new line of affordable eco-minded shoes (Zoe & Zac) in April. On average, the shoes will be under USD 30. Summer Rayne Oakes, a green fashion and beauty expert, has signed on as eco-consultant for the green footwear collection, which will use sustainable and eco-friendly materials such as organic cotton and linen, natural hemp, recycled outsoles and eco-smart packaging.

Whirlpool claims that its new topload Cabrio HE washer can save up to USD 900 in lifetime water and energy costs, while GE says its hybrid electric water heater will save consumers approximately USD 250 annually. Kohler Co. says that switching to its latest models of water-conserving shower heads, toilets and faucets would save a family of four between USD 90 and 200 annually (source: WSJ).

Toyota announced the details of the new Prius at the North American International Auto Show in Detroit (January 2009). This third-generation Prius comes with moon-roof solar panels above the rear seating that power the ventilation system, which is designed to keep the car cool while it's parked in order to reduce air-conditioning time.

There are plenty of examples out there and the marine industry is not lagging behind with major brands, engine manufacturers and other allied industries keen to cash in on consumer appetite for reducing their impact and spending, without costing the earth.

More at www.trendwatching.com

by Jeni Bone

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