The recent discovery of water on the moon is one of the most exciting scientific discoveries since humanity began exploration of outer space. It captured headlines around the world with its broad implications but any child of the information age would be anything but shocked to hear that it was all part of an elaborate marketing ploy- maybe a NASA/George Lucas collaboration to hype up the release of a new toy line, or Coca Cola for a new brand of sports water.  It’s not, but I’d be surprised  if anyone read the title of this blog and didn’t think  “Hmph, I should’ve known”.

In the 1960s French social theorist Guy Debord wrote the Society of the Spectacle, in which he essentially tore a strip off of post ww2 western culture as being wholly fixated on a series of spectacles in which any form of reality (in the sense of meaningful discourse over how to live together) is replaced by these glamorous or shocking distractions as spoon fed to us by the media’s talking heads. It is the cheapening of society through totalitarian control of social discourse through media. And even now 40 years later we would rather fixate on Balloon Boy for a week instead of looking to the dark and broken parts of humanity that need the most attention.  Ariana Huffington goes off about this in one of her most recent blogs.  The media coverage of “balloon-boy” is an example of how major news still focuses on the pedantic details of singularly  exploitable and wholly inconsequential stories. Elian Gonzales, Tonya Harding, OJ Simpson, Anna Nicole Smith, Magic Johnson, the list goes on and on of singular stories in which one person creates a spectacle through some ridiculously stupid or careless action they take or statement they make- usually leading to death, deportation, disease or incarceration. Meanwhile the real issues that we should be focused on are made into silhouettes deep in the back of our minds. The spectacle shines too brightly. Often times, like sails catching trade winds, the marketing execs will capitalize on mass fixation. It is a large focus of human mental energy that is hard not to want to tap into.

So even in the spectacle of this Lunar discovery exists the seeds of marketing, maybe even the fresh spring buds of marketing. The Moon is exciting again!  President Obama is reconsidering which direction to take NASA in, so the timing of this discovery couldn’t be better. The Moon, which had been recently considered to be waning in value, was in risk of being supplanted by Mars or the asteroid belt as the new budget would dictate. In this case, the recent spectacle may have served those who have put their life’s work into researching the moon and perhaps justify funding on space research in general.  In essence it markets the value of lunar research to both Obama and to taxpayers. It’s great timing for UBC, the Vancouver university fielded the only Canadian team in  a recent NASA robotics competition focused on lunar excavation. The squad came 6th out of 24 and performed impressively- maybe showing that regardless of what Obama’s NASA budget dictates there will still be scientists and engineers keen to explore the lunar surface.

So  was the rocket splash all a ploy by some in NASA who wanted the agency’s mandate to continue focusing on the Moon?  I don’t honestly think so, but it’s hard to argue that it doesn’t make a strong case for those in the agency keen to continue this lunar research at a time when the future of NASA is being seriously reexamined. If anything it highlights two valuable things about marketing. It’s not just about taking up time and space. Effective marketing happens at the right time in the right place.

Hopefully it won’t take crashing a rocket into the moon to give your business some needed exposure though.

The  new NASDAQ styled stock exchange ChiNext, based in Shenzhen, had only been open for five minutes before the word “bubble”  could be heard murmured from the lips of skeptics.  At the end of the day the market capitalization of ChiNext stood at 140 billion yuan ($20.5 billion), with some IPOs increasing their initial values by over 200%. It was even rumored that a long time party member had yelled “Long live Adam Smith!” with tears of joy welling in his eyes, glass of Armagnac in one hand, two Behike cigars smoldering in the other. It seems a lot of people are pleased with capitalist-style communism lately.

As the wall Street Journal reports though, there are concerns that low interest rates combined with massive fiscal stimulus (there we go, that’s old style communism!) and a lessening risk aversion among Chinese investors are potentially combining to create a dangerous asset bubble. Tell that to the Chinese, it’s party time right now.

Chinese investors have waited for years for this event, and small Chinese technology firms that have seen the large companies getting the lion’s share of investment and support now have a much needed source of capital funds to draw from. To match the ChiNext launch, the Chinese government has reportedly set up 20 technology supporting investment funds as well.

If that’s not enought to convince you that China has emerged as a technology powerhouse, Chinese A-Power Energy Generation Systems Ltd. (APWR on the NASDAQ) a producer of wind power turbines, was awarded the contract to provide turbines for a new west Texas wind farm, one of the largest wind farms in America.  Deep in the heart of west Texas, America’s new green energywill be powered by Chinese companies and chinese technology. In fact, some contentious US-China trade restrictions were recently lifted as President Obama gets set to visit with the Chinese leadershipin Beijing next month.

Maybe they like his brand of communist-style capitalism.

I kid!

President Obama is quoted in this weekend’s Globe and Mail, stating with authority that “America must finish first in the global race to dominate new energy technologies”, and why? Because in Obama’s estimation “The nation that wins this competition will be the nation that leads the global economy”. Maybe he read my earlier post about how Angela Merkel said the exact same thing about Germany’s economic recovery over a month ago. He probably didn’t, but maybe one of his aides did! Or maybe he spent some time strolling through Washington’s National Mall where the recent international Solar Decathlon was held. Incidentally team Germany’s solar powered house (or haus) won the event for the second time in a row. Canada placed near the top (4th out of 20)  led by a joint effort between Simon Fraser University of Vancouver, and Ontario’s University of Waterloo and Ryerson University, whose project North House will be on display at the Vancouver 2010 Olympics. It looks like they still fell short of convincing some in Washington that we’re doing enough up here to create green technology solutions. Canada has been criticized, even by Canadian party leaders like Michael Ignatieff for falling behind the U.S. and other countries in researching and developing sustainable green energy technology, but perhaps most poignantly by aides and advisors within or close to Obama’s administration; who are steering the economy and moral compass of our largest trading partner. This was the case with former Clinton Chief of Staff and co-chair of President Obama’s transition team, John Podesta. The current President and CEO of the Center for American Progress spoke recently in Ottawa. He makes some very important observations, but I think he ignores a major point in our energy dialogue. He and others, cite access to capital as a significant problem to greentech startups in Canada, as has been addressed in a previous Senses post. As the economic cleantech train leaves the station, Canada might be rushing with some heavy luggage-in-hand to catch up. 

According to Gerald Butts CEO of World Wildlife Fund Canada, we’re at the bottom of the list out of all the G-8 countries for our efforts to develop new technologies and become a serious player in the emerging greentech economy. Just this month, perhaps inspired by the Decathlon, the U.S. House of Representatives passed bill H.R.3585, the Solar Technology Roadmap. The bill designates $2.25 billion for solar research over the next five years. America clearly wants to develop and rely on sustainable and clean energy, but the elephant in the room right now is the growing importance of Canada’s oil sands and the continuing environmental challenges they pose. The oil sands (located almost entirely in Alberta) and their labour intensive bitumen extraction are a key pillar in American energy security. And a key pillar standing in the way of recent environmental treaties that Canada is hoped to be part of.  So while close aides to Obama can criticize us for falling behind, they’re glossing over the reality that it’s largely because of their own industrial-economic needs. However, there are two new developments are aimed at making the process far less environmentally damaging.

New technology and methods to quicken reclamation of tailing ponds, coined Tailings Reduction Operations (TRO), will dramatically increase the speed at which tailing ponds can be cleaned up from years to weeks. This according to Suncor Energy who recently submitted a regulatory application for changes to the company’s oil sands mining and extraction operations dealing specifically with these tailing ponds. The several energy companies who operate tailing ponds in the province have come under fire repeatedly from environmental and native groups as well as scores of scientists and angry self righteous college students. Recently 1,606 ducks died in a tailing pond owned by Syncrude Energy causing international outrage; the energy company pleaded innocent in court to charges laid against it in those deaths. After that incident the Federal Government implored the industry to create new measures to deal with the tailing ponds. This announcement by Suncor is in response to that pressure. It will no doubt come under fire from some environmentalists regardless of how progressive and successful it may be, but I hope it’s a sign that things are rounding the bend in Alberta.

The second development involves a proposed $800 million dollars of Federal funding for carbon capture and sequestering in the province. The process of burying greenhouse gasses underground however is expensive, and some have been vocal about the economic realities and political trivialities preventing the CCS initiative from really catching on in Alberta. I think most of those voices might reside within the province itself, which has been historically cautious about federal involvement in its energy industry.

Politics and economics aside, it appears the will is there to develop the technology and practices to better the environmental record of Canada in relation to our role as an energy producing state. Until we deal with the Alberta issue though, we will continue to trail- if not fall behind- the United States, Germany and numerous other countries when it comes to the greentech economy that we’re told is unveiling itself around us. In markets around the world greentech IPOs are leading the economic recovery, but some worry we may be witnessing the birth of a greentech investment bubble. Caution aside, we know one thing is for sure. When the U.S. makes big changes to its economy it has a big impact on Canada. So maybe by proxy Obama will steer both his and our country to this promised land of unlimited clean energy and high paying jobs despite what actions political parties here might take.  Or maybe his aides will simply continue to criticize us while their economy continues to gorge itself on our exported energy, including the oil sands, Quebec Hydro, BC Hydro etc. etc. Maybe some of their cleantech funding could’ve found its way north of the border being that they’re our largest customer.

Despite what America does, Canada doesn’t owe it to them to be a greentech leader. We owe it to ourselves. Whether Canada’s greentech economy will be developed on our own terms and of our own free will and accord, or if  by the gravity of our neighbour we’re to be dragged into Obama’s new energy policy, remains to be seen. As of now though, it seems that the greatest challenge to becoming a clean energy leader are the oil sands; the largest source of oil outside of a politically volatile middle east. That puts us between a rock and a hard place and consumes a considerable amount of funding that could otherwise go to other greentech projects struggling for capital. Unless US energy policy is open and clear about elephant in the room, it falls short of addressing its full energy and environmental realities. And unless Canada can shift focus from cleaning the oil sands to utilizing and developing our clean alternatives we’ll continue to fall short of our friends hopes and expectations; but telling us to clean up our act when they’ve had the keys to the candy shop for years, piping oil from Alberta to their own refineries, is hypocricy. Now that this new and different kind of American self righteousness (which franklyI prefer) has taken hold of Washington, let’s hope that they’ll realize that in order to be the global greentech leader Obama wants them to be they should look to Canada as both a prime place to invest in and an ally to cooperate with, not just a country to criticize for not keeping up with them. John Podesta, if you want Canada to “keep up with you”, how about a little quid pro quo. We gave you Alberta, and now we’re trying to clean it up. Why not invest in our clean energy now too?