cleantech 101

1Edelman Cleantech

August 27-September 9, 2009

Presented October 7th, 2009

Cleantech 101

Global Research Findings and a Discussion on the Importance of Trust Building in the Cleantech Industry

2Edelman Cleantech


Cleantech’s Star is on the Rise

Cleantech Trumps IT, Biotech as Dominant Investment Sector in Q3

September 30, 2009 | Camille Ricketts

…(cleantech) has emerged as the No. 1 sector in U.S. venture investing overall,

surpassing long-time leaders IT and biotechnology, according to a new report released

today by the Cleantech Group and Deloitte & Touche.

September 22, 2009

Treasury, Energy Surpass $1 Billion Milestone in Recovery Act Awards

for Clean Energy Projects

"We may not need any (nuclear or coal plants), ever,“ - Federal Energy Regulatory

Commission director Jon Wellinghoff

http://venturebeat.com/author/camille-ricketts/

http://www.scribd.com/doc/20441349/3Q09-Press-Release-Final

http://cleantech.org/



http://www.deloitte.com/

http://www.deloitte.com/

3Edelman Cleantech


But Gaps Exist

September 25, 2009 11:29 AM PDT

Clean-energy wonks to Washington: Get a clue

By Martin LaMonica

Silicon Valley venture capitalists nurturing growth of green technology Start-ups

often need big money and investors steeped in big science and big government.

By Todd Woody, Sept. 20th, 2009

“If you're doing tech investing you don't care too much what's going on in Washington

with regulatory policy, but it absolutely matters with clean tech -- it's a big driver,”

- Marianne Wu, a partner at the Sand Hill Road firm Mohr Davidow Ventures.

Bringing new energy products to market requires not only technology

breakthroughs but also coordination among start-ups, large

corporations, financiers, and government

http://news.cnet.com/greentech/

4Edelman Cleantech


StrategyOne conducted nationally representative surveys of adults 18 and older in eight countries:

Research Methodology

US UK France Germany Italy India China Japan

How many

1,000 1,051 1,049 1,042 535 534 517 543

Margin of Error

+3.1% +3.0% +3.0% +3.0% +4.2% +4.2% +4.3% +4.2%

How Telephone Online Online Online Online Online Online Online

WhenAug. 27-29,

2009

Aug. 30-Sept. 2,

2009

Sept. 5-9, 2009

Sept. 5-9, 2009

Sept. 5-9, 2009

Sept. 5-9, 2009

Aug. 30-Sept. 2,

2009

Sept. 5-9, 2009

This presentation also includes data from the Edelman Midyear Trust Barometer, a survey of 1,675 informed

publics in the US, UK, France, Germany, India and China, conducted May 26-July 3, 2009

5Edelman Cleantech



24%17% 19%

26% 25%

56% 59%

4%

45%

48%52%

53%60%

37%38%

27%

9%

6%2%

3%1%

1%1%

19%

13% 25% 24%16%

13%6% 3%

40%

8%4% 3% 2% 1%

11%

Not at all confident

Not too confident

Not sure

Somewhat confident

Very confident

Across the globe, people believe technology can address future challenges

Chinese, Indians are particularly bullish about technology’s role; Japanese are divided

Thinking about the challenges the world faces, how confident or not confident

are you that technology can provide long-term solutions to meet those challenges?

This is in line with the Edelman Trust Barometer findings that the technology industry is among the most trusted across the globe.

6Edelman Cleantech



9% 7%13%

7% 8%

26%

12%2%

44%

37%

45%48% 43%

48%

56%

30%

15%

15%

8%9%

4%

4%

2%

22%

18%31%

25% 27%

30%

20%27%

34%

14% 10% 9% 9%15%

2% 2%11%

Doesn't understand at all

Doesn't understand much

Not sure

Understands somewhat

Understands completely

There is a perception that government somewhat understands industry’s efforts to develop clean technologies

But, sizeable minorities say Government does not understand

To what extent do you believe that GOVERNMENT understands how PRIVATE COMPANIES

are working to develop new clean technologies?

7Edelman Cleantech



9% 8%13% 11% 12%

39%

14%

2%

50%46%

47% 53% 51%

49%

62%

34%

17%19% 8%

13%7%

4%

3%

26%

17% 22%26%

19%25%

8%

20%

32%

6% 5% 6% 4% 5% 1% 2% 6%

Don't understand at all

Don't understand much

Not sure

Understand somewhat

Understand completely

With the exception of Japan, majorities say industry understandsgovernment’s efforts in clean tech development

To what extent do you believe that PRIVATE COMPANIES understand how GOVERNMENT

is working to develop new clean technologies?

8Edelman Cleantech



13%17% 20% 18% 15%

24%

7%12%

7%

25%13%

21%22%

13% 50%44%

6%

8%

10%5% 8% 10%

2% 3%63%

38%49%

43%49%

51%

39%

21%

11% 11% 8%13%

6%2% 3%

20%

Not sure

Combination of all 3

Non-governmental organizations

Government agencies

Private industry

Across the globe, there is a call for Green Engagement: an industry-government partnership carrying the clean tech message

China, Japan see a larger role for government

Of the following, which do you feel has the MOST responsibility

for increasing the use of clean technologies?

9Edelman Cleantech



4%10% 8% 8%

17%7%

18%

4%

16%15%

12% 10%

15%22% 4%

5%

64% 51% 61% 62%

58% 67%72%

69%

17%23% 19% 21%

11%4% 6%

21%

Government alone Private industry ALONE Together Not sure

Across the globe, there is a call for Green Engagement: an industry-government partnership is essential for building trust

Which of the following approaches do you feel is the most TRUSTWORTHY?

Private industry talking about the benefits of new clean technologies ALONE;

Government agencies talking about the benefits of new clean technologies alone; or

Private industry and government agencies talking about the benefits of new clean technologies TOGETHER

10Edelman Cleantech


Research Summary and Strategic Implications

o Across the globe, people have high expectations for technology to tackle world challenges.

o Confidence in technology is particularly high in China and Indiao The data align with Edelman’s Trust Barometer, which has historically found the

technology industry among the most trusted by informed publics

o There is a perception that government and industry somewhat understand one another on the development of new clean technologies.

o A plurality believe that government somewhat understands industry’s efforts, while a sizeable minority say the government does not understand.

o Likewise, industry is seen as having a good, but not great, grasp of how government supports clean tech.

11Edelman Cleantech


Research Summary and Strategic Implications

o Increasing the use of clean technologies is a shared responsibility among industry, government, and non-governmental organizations (NGOs).

o These findings are consistent with the 2009 Trust Barometer about the need for government and business to work together. The Barometer found that 66% of informed publics globally believe business should work with government and other third parties to solve global issues.

o Chinese and Japanese respondents see a larger role for government on clean tech development. This suggests a need for a government relations component for companies operating within these markets.

o And, the public is more trusting of information about clean tech that comes from more than one player.

o While industry is more trusted than government or NGOs, communication from multiple sources is more compelling.

o The Trust Barometer found that 60% of informed publics globally need to hear something 3-5 times to believe it. Communicating frequently and honestly is important to overall company reputation.

12Edelman Cleantech


Call to Action

o Globally, there is a call for Green Engagement: a partnership among all players to develop and promote new clean technologies.

o But, it is a mistake for industry to rely on another player to carry the message. Ultimate responsibility for communication lies with clean tech companies.

o Industry needs a solid communications plan to aggressively engage third parties.

o NGOs are a trusted information source, but industry should not sit back and count on them to carry the message.

o Likewise, government is not an overly trusted information source on clean tech, and does not provide information as quickly as people would like.

o In order for companies to establish trust and message credibility, they must demonstrate that they are working with government and NGOs and not acting alone.

13Edelman Cleantech


Thank you for your time

Maria AmundsonDavid BloomgrenKimberly Kupiecki

Sparky Zivin

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