People see renewable energy as an environmental technology. It cuts emissions, as well as the land and water impacts of conventional energy production. Yet even though renewables are a proven air pollution prevention technology, air pollution regulations usually do not incorporate renewables. This paper by David Wooley discusses the benefits of including renewables in emerging air pollution policy, and concludes that air regulators should incorporate renewables as a way to gradually reduce the air impact of electricity generation.

It is equally important for environmental advocates to include renewables in their campaigns. Currently U.S. clean air advocates quietly push for more combined-cycle natural gas plants nationwide. These plants are indeed an enormous improvement over old coal plants. However, one reason the push is a quiet one is that natural gas is not an overwhelmingly attractive clean air technology, particularly among the American public. So while clean air advocates believe they have a practical strategy to cut air pollution, they also face a marketing problem.

One way to arouse Americans to the problem of clean air is to highlight the devastating impacts of air pollution-asthmatic children, damaged forests, and acidic alpine lakes, among others. In the absence of an explicitly stated strategy in favor of natural gas, the default slogan becomes "Close down dirty coal plants" through environmental regulations.

Perhaps the greatest asset renewable energy holds for environmentalists is that it is something positive to offer as a solution. Asking Americans to favor renewable energy, in addition to opposing coal plants, reflects a diversified political and marketing strategy that can reach out to a wider audience. Because more people can choose products such as green power and solar panels, the two-pronged strategy reflects the need to offer not only regulatory solutions that appeal to politically-aware citizens, but also market-based solutions that resonate with concerned consumers who choose to vote with their wallet rather than call their local politician.

The renewable energy community can help environmentalists think about how to use renewable energy as a marketing tool. Renewable energy advocates and firms, by meeting with environmental activists, can inform them that renewables work and are increasingly affordable. They can also build confidence with environmentalists who may be uncomfortable partnering with private companies.

Partnerships work. Two REPP papers have highlighted the close cooperation between environmental groups and utilities offering "green power" in Minnesota and Colorado. The same model has spread to Oregon and Pennsylvania. Many more partnerships, with different levels of cooperation, promise to translate concern for the environment into expanded renewable energy markets. They also promise to expand the active constituency of citizens who will act to clean the air, both in the legislature and in the marketplace.

Virinder Singh, Research Manager
Mary Kathryn Campbell, Director of Publications and Marketing
Victoria Rennie, Director of Finance
Roby Roberts, Executive Director
Adam Serchuk, Research Director

January 13, 2000

A Guide to the Clean Air Act for the Renewable Energy Community

Abstract
Message from REPP Staff
Executive Summary

1. The Clean Air Act and Renewables
2. An Introduction to the Clean Air Act
3. Emissions Trading Under the Clean Air Act
4. Future Cap-and-Trade Programs
5. Recommendations and Action Plan

copyright © 2000 by Renewable Energy Policy Project