But the very expensiveness of power has created an interesting opportunity for private enterprise.
"In California, we're seeing companies putting solar panels on residential homes and maintaining them — and it doesn't cost the homeowner anything up front," Arwood says. In essence, electricity is so precious to our western neighbor that private companies have found it worth their while to harness individual roofs.
Related Content
More About
It could happen here. And with that 15 percent mandate looming for the power companies by 2025, it could come sooner than we think.
As a conservative, I get frustrated when I hear people say that corporations need to subsidize this or that. As if you and I don't ultimately pay for corporate subsidies in higher prices! Same for government programs. If the government is picking up the tab for "solar incentives," ultimately, you and I are picking up the bill.
So it's kind of funny that the poll cited in Brandweek concludes that consumers want companies to do more for the environment than they'll do as individuals. Nice try, people. That's not how it works, not ultimately.
We may be opting only for the quick-and-easy solutions today. But if this whole eco-friendly trend goes anywhere, we're all ultimately going to pay the price.
That may well be a good thing. Clean air, clean water, and trees may be worth part of our hard-earned pay. But let's be honest about it.
It's not going to be as easy as wearing organic clothes and cutting back on the lip liner. It will require expense — and hard choices.
I may even have to give up a magazine subscription or two. I'm thinking Vanity Fair. After all, if the name of the game is sacrifice, putting the Material Girl on the cover of your green issue is just plain stupid.