Opportunity 5: Go Eco Urban (Toni)

Cities are increasingly seen as a solution to the quest for environmental sustainability, with high density living promoting a more efficient distribution of resources (although not everyoneagrees).

Indeed, urban environments offer forward-thinking brands a whole host of opportunities to delight eco-conscious CITYSUMERS:

  • In September 2010, US based Urban Green Energy launched a wind turbine called eddy GT. The product boasts a special vertical axis design that enables power to be generated without making much noise and regardless of wind direction. The turbine was specifically designed for city rooftop use.
  • Meanwhile, the Greenerator is a compact solar and wind energy device that is designed to be installed on an apartment balcony.
  • bring.BUDDY is a program, due to be tested out by US courier company DHL early in 2011, that recruits city dwellers to deliver packages along the urban routes they’d be taking anyway.
  • In May 2010, German car manufacturer Daimler AG launched a temporary exhibition called smart urban stage to promote its smart fortwo electric drive series. ‘smart urban stage’ was a global exhibition and included the cities of Berlin, Rome, Zurich, Paris, Madrid and London.
  • In December 2010, Japanese car manufacturer Mitsubishi partnered with appliance chain Yamada Denki to sell its i- MiEV electric vehicle from 17 stores within the Tokyo area. Mitsubishi has sold 3,000 i-MiEVs in Japan since sales began in April 2010, but is hoping to boost these figures by taking the vehicle in-store.

  • BMW has announced it will be bringing its first electric series to market in 2013. The Megacity Vehicle (MCV) will be released under a sub-brand and positioned as a zero emission car designed for city living. The car will be made in-house with materials that are ultra light yet high in strength.
  • In June 2010, a prototype of an enviromentally-friendly black cab was unveiled in London. It runs on a hydrogen fuel cell system, converting hydrogen into electricity with the only emission being water vapor. The plan is to have 150 of these cabs running on the road in time for the Olympic Games in 2012.
  • In April 2010, Honda announced its intentions to bring its first EV-neo electric scooter to the Japanese market in 2010. The lithium ion battery-powered scooter is designed for short delivery trips around Japan’s busy cities including pizza or newspaper deliveries.

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Filed under Secondary Research, Toni, Trends Research

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