Someone asked Cooler Planet to profile Amory Lovins. Not an easy task given the prolific number of supporters and critics out there. Here’s our humble attempt:
Amory Lovins is considered by many alternative-energy-enthusiasts one of our country’s leading spokesperson’s regarding energy efficiency. His quirky style, practice-what-he-preaches approach, penchant for numbers, and compelling lectures and writings have earned Lovins numerous accolades. Texas Instruments, Wal-Mart, and other corporate giants have enlisted Lovins and his Rocky Mountain Institute to analyze and devise strategies to maximize their energy efficiency and profitability. Lovins is often asked to testify before Congress and weigh in on energy policy.
Amory Lovins has long been a proponent of solar energy. The sun powers Lovins’ home (which also served as the original Rocky Mountain Institute headquarters) in Colorado. Passive solar design, the use of photovoltaic arrays and solar hot water panels generate enough energy to grow at least 28 banana crops and support other tropical vegetation. Not bad for a building that has no centralized heating or cooling system and is located up high at 7,100 feet in the Rocky Mountains.
Lovins’ opinion regarding energy policy is once again being sought. His answers often seem prescient regardless to whether he said them in 1976 or 2008. In 1976, Lovins published an article, Energy Strategy: The Road Not Taken?, that laid out his vision and rationale for pursuing “a soft energy path.” Lovins argued that developing soft energies, such as solar, wind, and geothermal and creating technologies that capitalize on truly using energy efficiently would create a strong and energy-independent USA. Even then, Lovins disputed the pursuit of nuclear energy development as a costly and economically non-viable choice. That article and the subsequent 1970s Energy Crisis catapulted Lovins into the energy policy spotlight.
Today Lovins continues to make his case. On March 12, 2008, Lovins in his invited testimony to the US House of Representatives’ Select Committee on Energy Independence and Global Warming explained that nuclear energy does not make sense from an economic perspective. The plants are too costly to build and private markets are not interested in financing nuclear power because of the perceived financial risk. Furthermore, true nuclear power emits less carbon dioxide once in operation, it is so expensive to install and maintain that its cost far exceed the expense to develop other alternative energy infrastructures such as wind, solar, geothermal, or biofuel.
For those of you interested in hearing Amory Lovins explain his positions, there is a great video clip on You Tube from a Charlie Rose interview with Lovins on November 28, 2006.
There’s an adage advertisers refer to when explaining why advertisements and messages are repeated. According to marketers, it takes at least 11 times before your audience “takes in” your message. Lovins and his cohorts at the Rocky Mountain Institute have certainly talked about energy policy and energy efficiency more than 11 times; this time people are listening. For as Lovins points out in his conversation with Charlie Rose, “what people are finally figuring out is that it doesn’t matter how low the price of oil goes, energy efficiency is still a great deal.”