prius

Lithium-ion batteries have been the power source for electric vehicles since 2008, when the Tesla Roadster was introduced. They took over for nickel-metal hydride batteries that powered most hybrid electric cars such as the Prius. Lithium-ion batteries store much more energy for a battery of a given weight, which leads to greater driving range.

But lithium-ion is not an ideal solution. The batteries depend on critical materials that are obtained by hacking into mountains, utilizing scarce desert groundwater, and in some cases, making use of child labor. Many materials depend on countries with whom economic ties have complicated geopolitical consequences.

State and federal mandates and incentives are pushing auto companies to prioritize electric vehicles in their future plans. The Inflation Reduction Act in particular provides credits and other incentives for both consumers and manufacturers to electrify. So, sources for EV batteries are a key issue.

The Department of Energy is funding 20 different companies with $2.8 billion to bolster the production and processing of critical minerals in the U.S. The goal is to bring the electric vehicle supply chain onshore to the greatest extent possible. Some of the work involves redesigning lithium-ion batteries to reduce or eliminate problematic materials such as cobalt. Other efforts seek to find domestic sources of critical materials such as lithium without causing serious environmental problems.

Given all this, it is no surprise that academic and industrial researchers are also exploring a wide variety of alternative battery technologies.

The future of transportation is electrification and the race for EV batteries is on.

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For U.S. Companies, the Race for the New EV Battery Is On

Photo, posted August 27, 2021, courtesy of Ron Frazier via Flickr.

Earth Wise is a production of WAMC Northeast Public Radio

Green products are environmentally-friendly products with features that are less harmful to people and the planet. For instance, green products may require fewer resources to produce, consume less energy, contain non-toxic ingredients, or create fewer emissions. Some examples include biodegradable waste bags, LED light bulbs, low-flow shower heads, organic cotton clothing, and reusable coffee cups and water bottles.

But according to new research from two universities in the United Kingdom, companies looking to promote their latest environmentally-friendly product should actually downplay its greenness if they want consumers to buy it.

The study, by researchers from the University of East Anglia and the University of Leeds, found advertising that highlights a product’s green attributes can lead consumers to associate it with weak performance. The findings, which were recently published in the Journal of Advertising, indicate that companies should downplay a product’s green qualities and instead promote it on more traditional aspects.

An example of these two distinct advertising strategies – green emphasis versus green understatement – can be found in the auto industry. Car manufacturer Toyota prominently highlights the low emissions and low fuel consumption features of the Prius, employing what the researchers term as ‘explicit signals’. In contrast, automaker Tesla reduces the prominence of its green attributes, focusing instead on its cars’ acceleration, handling, and other performance-related characteristics. This is known as the ‘implicit signals’ marketing approach.

After conducting two experiments, the research team found that the implicit, rather than explicit, marketing approach about greenness leads to higher performance evaluations and purchase intent.

Consumers appear more likely to engage in pro-social actions when it’s accompanied by some form of personal benefit.

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Highlighting product greenness may put consumers off buying

Photo, posted December 21, 2019, courtesy of Flickr.

Earth Wise is a production of WAMC Northeast Public Radio.

The Race For EV Batteries | Earth Wise

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Strategies To Promote Green Products | Earth Wise

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