Cleantech 101

Global Research Findings and a Discussion on the

Importance of Trust Building in the Cleantech Industry

Presented October 7th, 2009

Edelman Cleantech
August 27-September 9, 2009 1
 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
Edelman Cleantech
August 27-September 9, 2009 2
 But Gaps Exist

September 25, 2009 11:29 AM PDT

Clean-energy wonks to Washington: Get a clue
By Martin LaMonica
Bringing new energy products to market requires not only technology
breakthroughs but also coordination among start-ups, large
corporations, financiers, and government

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.

Edelman Cleantech
August 27-September 9, 2009 3
 Research Methodology
StrategyOne conducted nationally representative surveys of adults 18 and older in eight countries:

US UK France Germany Italy India China Japan

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

Margin of
+3.1% +3.0% +3.0% +3.0% +4.2% +4.2% +4.3% +4.2%
Error

How Telephone Online Online Online Online Online Online Online

Aug. 30- Aug. 30-

Aug. 27-29, Sept. 5-9, Sept. 5-9, Sept. 5- Sept. 5-9, Sept. 5-9,
When Sept. 2, Sept. 2,
2009 2009 2009 9, 2009 2009 2009
2009 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

Edelman Cleantech
August 27-September 9, 2009 4
Across the globe, people believe technology can address future challenges
Chinese, Indians are particularly bullish about technology’s role; Japanese are divided

Not at all confident

1% Not too confident

4% 3% 2% 6% 3%
8% 1% 11%
13% 1%
16% Not sure
13% 25% 24% 1%
3% Somewhat confident
38%
9% 37%
2%
6% 40% Very confident

60%
53% This is in line with
45% 52% the Edelman Trust
48% 19% Barometer findings
that the technology
59% industry is among
56%
the most trusted
across the globe.
27%
24% 26% 25%
17% 19%
4%

US UK France Germany Italy India China Japan

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?
Edelman Cleantech
August 27-September 9, 2009 5
There is a perception that government somewhat understands
industry’s efforts to develop clean technologies
But, sizeable minorities say Government does not understand

2% 2% Doesn't understand at all

10% 9% 9% 11%
14% 15%
20% Doesn't understand much
27%
18% 25% 27%
31% 4% Not sure
30% 2% 34%

15% 8% Understands somewhat

9%
15% 4%
48% Understands completely
22%
56%
45%
44% 48% 43%
37%

30%
26%

9% 13% 12%
7% 7% 8%
2%
US UK France Germany Italy India China Japan

To what extent do you believe that GOVERNMENT understands how PRIVATE COMPANIES
are working to develop new clean technologies?
Edelman Cleantech
August 27-September 9, 2009 6
With the exception of Japan, majorities say industry understands
government’s efforts in clean tech development
Don't understand at all

5% 4% 5% 1% 2%
6% 6% 8% 6%
Don't understand much
4% 20%
17% 19%
22% 25%
26% Not sure
3% 32%
13%
17% 7% Understand somewhat
19% 8% 49%

Understand completely
26%
62%
47% 53% 51%
50%
46%

39% 34%

13% 11% 12% 14%

9% 8%
2%
US UK France Germany Italy India China Japan

To what extent do you believe that PRIVATE COMPANIES understand how GOVERNMENT
is working to develop new clean technologies?
Edelman Cleantech
August 27-September 9, 2009 7
 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
2% 3%
8% 6% Not sure
11% 11% 13%
20%
Combination of all 3

Non-governmental organizations
39%
51% Government agencies
38% 49% 21%
49%
43%
Private industry
63% 2% 3%

8%
5% 8% 10%
10%
44%
13% 50%
25% 21%
13% 22%
6%
7%
24%
17% 20% 18%
13% 15% 12%
7%

US UK France Germany Italy India China Japan

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

for increasing the use of clean technologies?
Edelman Cleantech
August 27-September 9, 2009 8
 Across the globe, there is a call for Green Engagement:
an industry-government partnership is essential for building trust
Government alone Private industry ALONE Together Not sure

4% 6%
11%
17% 19% 21% 21%
23%

58% 67%
72%
64% 51% 61% 62%
69%

15%
15% 22% 4%
16% 12% 10%
17% 18% 5%
10% 8% 8% 7%
4% 4%

US UK France Germany Italy India China Japan

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
Edelman Cleantech
August 27-September 9, 2009 9
 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 India
o 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.

Edelman Cleantech
August 27-September 9, 2009 10
 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.

Edelman Cleantech
August 27-September 9, 2009 11
 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.

Edelman Cleantech
August 27-September 9, 2009 12
Thank you for your time
Maria Amundson
David Bloomgren
Kimberly Kupiecki
Sparky Zivin

Edelman Cleantech
August 27-September 9, 2009 13