Speaking of onward, everyone describes Peggy Liu in the same way, she is a mover and a shaker. Case in point, our conversation begins with her speaking about JUCCCE’s new collaboration with the famous Chinese singer Chen Lin. (The Joint US-China Collaboration on Clean Energy (JUCCCE) is the non-profit organization Peggy co-founded in 2007 to change the way China creates and uses energy).
JUCCCE is training Cheng Lin to be a green champion, arming her with knowledge, about energy issues, bringing her to Al Gore’s first China-based Climate Project training this June, remixing Lin’s environmental anthem “Only One Earth,” and showcasing her at their recent JUCCCE China Energy Forum. JUCCCE has built similar relationships with top actress Li Bingbing and China’s first top supermodel Du Juan.
JUCCCE is focused on changing China’s consumption patterns. Liu quotes the Vice Minister of the Ministry of Housing and Urban-Rural Development who has recently given a 3 hour lecture at their energy smart cities training for Mayors of China, “China today is setting the habits of an entirely new culture. Our new habits must save energy.” Having wiped the slate clean in the 70’s, China has started to rebuild itself over the last 30 years and will continue to build at a frenzied rate over the next 20 years.
On marketing Green to consumers
Peggy observes that 2010 is China’s year for a green consumer tipping point. Case in point- this is the first year that China has seen a slate of green covers on fashion magazines. JUCCCE is working celebrities and consumer companies to catalyze action among young students and consumer press. Peggy herself is featured this year as a green champion in Elle, Psychologies, Good Housekeeping, Officiel, and other Chinese consumer magazines.
On JUCCCE’s impact, Peggy notes that “In the last 3 years, we’ve worked with Philips Lighting, Loreal, GE, and Citibank to give away 130,000 energy efficient lightbulbs to students and communities across 7 cities in China.”
Given that most of China is still in “developing country” status, Peggy explains that JUCCCE focuses less on the climate change issue and more on being “healthy, wealthy, and green”. As JUCCCE frames it, the problem: 40% of deaths world-wide are by pollution (according to a Cornell report in 2007). The opportunity: the new energy revolution is an enormous wealth creating opportunity, bigger than the Internet. Their strategy is clear and focused: “Everyday, everyone can be a green hero” by getting your circle of friends involved.
On recognition of impact
Peggy explains, “Being able to articulate clear incentives and develop the right kinds of asks of different groups is what has drawn people to work on JUCCCE programs.” In 3 years, Peggy has not only amassed a vast network influential people to help make a cleaner, greener China, but she has created an organization that brings them together in diverse ways to make real, measurable impact. Peggy says her” magic sauce” is to combine other people’s power, and applying them in effective ways.
In the last 3 years, JUCCCE has:
- Trained over 150 mayors representing 350 million people and 56 state owned enterprise executives across different sectors on how to build energy smart cities.
- Accelerated the development of smart grid in China, leading the State Grid to announce in May 2009 a road map for implementation across China by 2020.
- Catalyzed the launch of Yangzhou’s Smart Grid Valley in April 2010, the first smart grid business hub in China.
- Investigated alternative heating solutions for 100 rural schools chopping down over 500 tons of live wood per school, per season.
Nobel Laureate Rajendra Pachauri, in awarding Liu the Hillary Institute Laureate of 2010 (named for the climber Edmund Hillary), said that climate change was an enormous world challenge, and that “what we need is perhaps 100 Peggy Lius all over the world, and I think if that were to happen, then clearly we would be on the path that human society will find sustainable. Not only for this generation, but for generations to come in the future. But for now I’m not looking for those 100 or 500 Peggy Lius, I’m very happy that I have this opportunity to felicitate the one that I think is the only Hillary Laureate of the year (for climate change leadership).”
The group is especially strong at convening worldwide resources in a way that solutions can deployed easily and quickly in China. “Our biggest success over the last 3 years is actually in building a core team that can be flexible and cross many sector boundaries and bridge language gaps to find the intersection of common interests,” Peggy says. “Making energy solutions simple to understand is not easy, nor is localizing them in way that makes sense to use in China.”
On misconceptions of China
Peggy discussed her concerns about the misconceptions by the West about China’s attitudes towards the affect of its growth on the world climate. “As an American-born Chinese, what really pains me is the size of the gap between what people think of China, and what is actually happening in China.
“There is a fear of outsourcing, but most people in China aren’t allowed visas out of the country. There is a fear of competition, but most Chinese companies are focused on competing within the China market. There is a fear of unfettered pollution coming from China, but it’s the Chinese people themselves who are most concerned about their health. What most people don’t understand is that the Chinese government leaders have very clearly accepted the climate change challenge and are rising up to it with new policies and energy efficiency programs as fast as they can given the state of their capabilities today.
“I’m hoping that as more Chinese travel outside of the China, they can be cultural ambassadors to the West. This generation is completely different: every Chinese child starts to learn English in the 3rd grade and must pass English to enter college. This generation is being raised on Starbucks and MTV. As Chinese begin to have less apprehension about mingling with westerners, hopefully people can begin to understand China more and fear it less.”
The pace at which people have to accept change.
“I think if people understood the commitment China has towards balancing economic growth and environment, and how fast it was pushing towards improvements, they would give China more of a break. China is moving forward as fast as it physically can to go green.
“Like the Internet boom in Silicon Valley, 1 yr here is a dog year. Except that in Silicon Valley, there was a boom of new money, new people, new business models, new technologies. In China you have all that, plus the ground beneath you, the buildings around you, and the grid surrounding you is also changing. And at a much, much larger scale. The Shanghai Urban Planning department estimated that their population would be at 20 million by 2020 but instead it’s already reached that number ten years earlier.
On top of this, the culture is redefining itself. Parents that grew up in the Cultural Revolution being sent to rural areas to plant rice, now have children who have purple hair. According to Isaac Mao, the first blogger in China, there are now 70 million weekly blogs and 30 million active bloggers in China.
Opportunity to join exploration and innovation
“I think the view of the cleantech race as Sputnik is really misguided. People are focused on mainly wind and solar. But the energy world is a much broader than that, and is much more symbiotic. To change the trajectory of energy use we are on is going to take a much more coordinated effort. We need to move from a ‘who is bigger and faster’ to a ‘you scratch my back, I’ll scratch yours’ view.”
Right now China is thirsty for foreign technology and operational best practices, but as it develops homegrown technologies and management capabilities that won’t always be the case. Given the size of China’s markets, it makes sense that other nations are investing heavily in building relationships here. US companies seem much more reluctant than Europeans though in embracing China’s growth as their opportunity. The US needs to throw itself more actively into partnership with China, and really get to appreciate how China works instead of fit China into an American mold, or it will find itself losing a huge market opportunity to other countries.
In the next 10 years, you’ll see China changing from the factory of the world to the cleantech laboratory of the world. Partnerships with China will produce low cost solutions for clean and efficient energy, that are deployable at scale anywhere in the world.”
Our meeting ended with Peggy walking me to the metro which would supposedly let me out in front of my next meeting. I will say the transit system is as good as it gets and more~ it’s clean and pleasant, and an additional thrill of the day~ this
pretty little ticket that is reusable (I have a pet peeve that the Bay Area’s BART system doesn’t make recyclable tickets (why so many throw away paper tickets??)
Anyhoo, I exited the train in what turned out to be the mother of all super malls and it took me 20 minutes to figure out how to escape. All I can say is…it’s all fun and games until you get lost in a super mall. And that my friends, concludes the Sustainable Shaghai Virtual Tour. Click here for a full listing of all of posts written about Shanghai’s Sustainability scene.
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