"OVER THE LAST THREE DECADES, fast food has infiltrated every nook and cranny of American society. An industry that began with a handful of modest hot dog and hamburger stands in southern California has spread to every corner of the nation, selling a broad range of foods wherever paying customers may be found. Fast food is now served at restaurants and drive-throughs, at stadiums, airports, zoos, high schools, elementary schools, and universities, on cruise ships, trains, and airplanes, at K-Marts, Wal-Marts, gas stations, and even at hospital cafeterias. In 1970, Americans spent about $6 billion on fast food; in 2000, they spent more than $110 billion. Americans now spend more money on fast food than on higher education, personal computers, computer software, or new cars. They spend more on fast food than on movies, books, magazines, newspapers, videos, and recorded music - combined."1
One might ask ‘what does the explosion of the fast food industry have to do with renewable energy?' They seem very vaguely connected, if at all, yet the similarities they share can provide insight into the bright future of energy production from endless sources. Endless as far as mankind is concerned, for once the sun ceases to shed its bounteous and powerful electromagnetic radiation, humanity ceases as well. To see the connection between these disparate concepts, one must ask ‘So what does McDonalds have to offer a consumer, anyway?' The answer: A cheap, quick, effortless meal.
The easy meal, practically devoid of labor, has become a trademark of the American nation. Wind, solar, or hydropower won't churn out a hamburger in a minute flat, but they embody the same allure and ideal that has caused an increase of 1,833% in fast food purchases over the last forty years: nearly effortless energy. Once the proper technology and equipment is in place, the renewable energy sources produce themselves. Nobody has to wake up in the morning and get the sun warmed up or get the wind moving or the water flowing or otherwise initiate any of the other renewable options. On that same note, who is going to charge for using these sources? No nation or individual has a monopoly on sunlight or the earth's warmth. In addition to being void of scarcity and continual labor, this market also consists of free raw materials. These limitless supplies of natural energy are already in place, waiting for us! It must be similar to the emotions of early mankind as they harnessed the power of fire, horses, or the wheel: ‘Whoa that's awesome! Why didn't we think of that earlier??'
Critics are quick to point out the current flaws and drawbacks of renewable energy. ‘It's not cost-productive' and ‘it's not well integrated' are common complaints. Neither was the Internet when its protocols were first standardized in 1982. But now a quarter of the population of the earth uses the Internet2. Coincidental with this growth, the technologies and services of the Internet have increased in leaps and bounds. The same will occur with renewable energy. As more fossil fuels are consumed, investment in tapping the renewable resources will increase. As investment rises, advancements in technology are sure to follow, resolving the current weaknesses of the field. The exponential growth seen in the fast food industry and with the Internet is currently occurring with renewable energy.
The Renewable Energy Policy Network for the 21st Century reported phenomenally substantial growth in the last year alone3:
- Global power capacity from new renewable energy sources (excluding large hydro) increased by 16%.
- Solar heating capacity increased by 15 percent.
- Biodiesel and ethanol production both increased by 34 percent.
- Existing wind power capacity grew by 29 percent.
- China doubled its wind power capacity for the fifth year in a row.
- Grid-connected solar PV (the fastest growing power generation technology) saw a 70 percent increase.
These are not random, lucky, ignorable statistics. These are evidences that the market is changing. In terms of Geoffrey Moore's Technology Adoption Life Cycle, the "chasm" has been crossed. The ‘innovators' and ‘early adopters' have already taken hold and the ‘early majority' is underway. All that remains to be seen is who falls in what category.
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Image from www.iec.org and has been modified
It is interesting to note how new technology quickly becomes so integrated with the modern lifestyle that people wonder how we previously managed without it. Take something as simple as seatbelts for example. Ask any grandparent and they can recall a time when they were uncomfortable, unpopular, and largely unused. Yet today they make people feel safe and secure and are so crucial to our safety that they are even required in most states in the US. They have become the norm, to the point that many individuals feel uncomfortable without them on. The same will someday be true of renewable resources, where limitations due to scarcity, importing raw materials, and pollution cease to exist.
Scott Hinton
Sources:
1. Schlosser, Eric. Fast Food Nation. Boston: Houghton Mifflin, 2001.
3. REN21's Renewables Global Status Report 2009 (http://www.ren21.net/globalstatusreport/g2009.asp)
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