I ask Gore about the lessons he takes from Georgetown. “I think it’s important to pay attention to a CPA who becomes a mayor and takes an objective look at how he can save money for the citizens of his community, even if it means ignoring ideological presuppositions about fossil energy. Especially when the mayor in question is in the heart of oil and gas country.”
Green marketing is the sale of green power in competitive markets, where consumers have the option to choose from a variety of suppliers and service offerings, much like they can choose between long-distance telephone carriers. The key difference between green marketing and green pricing is that with green marketing, you are actually switching electricity providers.
Al Gore says the reason is innovation. “The cost-reduction curve that came to technologies like computers, smartphones and flat-panel televisions has come to solar energy, wind energy and battery storage,” he says. “I remember being startled decades ago when people first started to explain to me that the cost of computing was being cut in half every 18 to 24 months. And now this dramatic economic change has begun to utterly transform the electricity markets.”
The International Energy Agency projected in 2014 that under its "high renewables" scenario, by 2050, solar photovoltaics and concentrated solar power would contribute about 16 and 11 percent, respectively, of the worldwide electricity consumption, and solar would be the world's largest source of electricity. Most solar installations would be in China and India. In 2017, solar power provided 1.7% of total worldwide electricity production, growing at 35% per annum.