Sustainability Energy Practices: Case Study Of Clean Energy Council Australia

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Executive Summary

The study has been conducted by the kaleidoscope, consulting firms that has analysed the communication methods of Clean Energy Council Australia. In this study, background of the organisation has been provided. It is a report that is based on the social issues and advocacy that CEC has undertaken for improvement of the environment and implement sustainability. There are two specific issues has been identified and discussed. The statistics have been provided by the researcher to further demonstrate the authenticity. Additionally there is also the recommendation that has been undertaken. All the possible factors regarding the advocacy have been evaluated to undertake the recommendation for CEC.

1. Introduction

Sustainability in every sector is now one of the most important factors that every organisation regardless of the sector they belong considers. It is due to the rising awareness among the global pollution. However there is still a long way to go in order to reach the suitability goals in terms of energy efficiency. In this research report Kaleidoscope consulting has been appointed to analyse the issues that organisations like Clean Energy Council in regards to social advocacy. Two specific issues will be analysed as per the company’s current policies and appropriate recommendations will be also suggested.

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2. Organisational Background

Organisation that is selected for this report is Clean Energy Council. This is an organisation that specialises in advocating development of renewable energy. This is a non-profit, membership based organisation that helps over 700 businesses. The main advocacy role of this organisation is to continuously improving the standard and maintenance of renewable energy sources. In addition to this it also helps in providing services as well as initiatives to increase energy efficient manner of doing business. Their advocacy mainly centred on promoting clean energy in different industries of Australia. Therefore, target audience of this organisation is other business across different industries of Australia. This organisation has over the years taken a lot of initiatives and currently they have been engaging consumers online as well. Majority of the business has huge online presence therefore CEC can interact and inform those regarding changing policies. Members can be aware of the current standards like solar accreditation policies, through their website and also communicate through various methods like mail and chat.

3. Key Issues

There are two major issues that have been identified that is restricting the potential of Clean and energy council in Australia. One of the biggest issues is lack of knowledge regarding sustainability in different industries that restricts the future possibility of success. Additionally there is also the expense of the alternative energy sources are still not that affordable however becoming more and necessary. These issues will be further analysed in this study.

3.1 Issue One

3.1.1 Research


Figure 1: 2014 International Energy Efficiency Scorecards (American Council For an Energy Efficient Economy, 2014)

The lack of knowledge in the field of efficient energy production and usage is effecting the country’s population and economy highly. As per the energy efficiency score card Australia has scored very poorly by ranking 10th on the countdown. As per this report building and transport have been the least energy efficient industries. The major emphasis has been on the roads, however reports suggests that urban rail road systems are more power efficient. Australian government has invested $4.25 Billion AD as funds for road development, which could have been smartly invested in urban rail road development (Hua et al. 2016). Even the research has suggested that consumers are also more prone to buying from brands which promotes energy efficiency. Even survey has suggested that 64% would pay premium price for such brands. However, only 46% of the big companies use renewable energy sources, which is majorly due lack of popularity and awareness regarding renewable source of energy.

3.1.2 Discussion


Figure 1: Australian Industry Statistics (, 2019)

The statistics clearly suggests that Australia is still not at the top of the countdown when comes to energy efficiency of different industrial sectors. One of the most important factors that the research has suggested is the lack of interest by the government to provide more policies for alternative resources. Particularly for transport and construction industry it has been very low use of energy efficiency. Therefore, it is very apparent that businesses in Australia are very ignorant about developing new and alternative energy resources (Effendi and Courvisanos, 2012). However the consumers of this generation are very much interested in improving their consumption patterns and move towards sustainability. Additionally it can also be said that there are not enough resources that can also be provided through CEC to meet the energy demand. Additionally it is understood that awareness regarding new and advanced technology for reducing energy efficiency is required.

3.1.3 Findings

The findings of from the statistics and their analysis suggest that alternative energy sources are not popular in Australia. However, Government has not taken any initiative either to promote energy efficient sources. Therefore organisations like CEC have to promote these methods to the business and also government initiative is also important. Initiatives like introducing modern technologies such as solar power, wind and water needs to be done and encouraged as well (Djerf-Pierre et al. 2016). Therefore it is also important to encourage policy intervention by Clean Energy Council. Other than policy intervention there should be more promotion to make the business aware of the benefit they will receive that can encourage energy efficiency and establish communication.

3.2 Issue Two

3.2.1 Research

Another one of biggest issue has been regarding the expense and demand of meeting the need. Even though the alternative source of energy saves money, it also is not always a feasible option for all the different types of business. Particularly, for bigger companies it is possible. However as for small firms it is not as inexpensive as compared to other more non-renewable sources. Capital investment of a business is increased and additionally there is also full back of conventional system is needed to reduce unreliability, which adds to the cost. The sources reveal that $100b would be only able to make Australian energy resources used in industries 50% renewable. However therefore it is far too high investment for small companies (Al-Ali et al. 2011). However, sustainable resources are only way forward as well. Similarly, the cost of maintenance of electric power generation and constant monitoring of power demand is also a costly. Additionally the technologies that are currently present needs to be further improved as well to meet these demands. As for transportation one of the biggest power consuming industries requires better alternative. In order control this situation there should be clean energy efficient technology that needs to be adopted by the government. However other than customer demands there is not many substitutes either.

3.2.2 Discussion

As per the statistics it has been understood that the there is need however the expenses are not feasible. Though big corporates can afford them however for small to medium firm’s implementation process is a hardship. Additionally some of the businesses have to ensure that even after installation of solar grid and power system, due to irregularity conventional methods has to be used as well. Therefore showing that the service and of alternative energy sources like solar or hydro energy are as flexible. Even for plug in electric vehicle, which are supposedly zero emission vehicles requires are not as green methods. It is due to the fact that the energy that is produced comes from burning natural gas or black coal majorly. Therefore it is equally harmful and not as effective when it comes to reserving the non-renewable sources. However in order to achieve its future goals Australia has been installing power grids however the maintenance process is not as smooth. Even for hydro energy the costs are additional $65 billion, which is far more than conventional sources.

3.2.3 Findings

The data and the analysis both suggest that though it is necessary the level of feasibility is low. Therefore government though trying to implement its goal of achieving great results by 2015 may fail. However it can be avoided if the government invested more in the development of renewable sources more. Similarly, subsiding the companies with more green energy consumption can be another way to encourage for small business to find a away. The development of solar and hydro energy and low cost maintenance charges are also another way that government can implement. However, there is also the matter of making the renewable sources mainstream that requires more investment and change in the policies. Particularly for big corporations there should be a mark of green energy consumption that needs to be mandated by the government with the help of CEC (Clean Energy Council). Change of conventional policy is definitely one of the many ways that will help CEC to implement and attract more consumers.

4. Evaluation of advocacy effectiveness

The issues have been discussed thoroughly. The statistics has been also provided to ensure the authenticity of them. However Clean Energy Council has developed a lot of code of practice and approach that has proved helpful for their consumers (Hicks and Ison, 2011). Not only the consumers are able to understand the policies, but they also understand the importance of these codes of practice. Clean Energy Council work closely with their members to ensure that they gain full benefit of transitioning to a renewable source of energy. The organisation also takes into consideration of the obstacles like expenses therefore it works with other advocacy bodies like Consumer Action Law, Energy Consumer Australia and public Interest Advocacy Centre. These are all organisations that is working for industry consultation and find solution for the obstacles. Recently Clean Energy Council has submitted a draft consumer code for authorisation that may help the consumers further. In addition to this with the increased digital network the company is now also able to reach the consumers very easily and promote their advocacy. This is also one of the effective ways of engaging community engagement as well (Shafiullah, 2016). Therefore, the consumers of Australia are also able to make better choices as well. Wind farms and communities are also able to make radical changes. The organisation is also working closely with the wind farms and other projects to harness the power of communities and produce more energy. In the past few years the organisation as well have prepared reports and guides for tying bigger corporations with the small wind farms and projects. The increasing programs about energy efficiency are also another way of increasing opportunities for businesses.

4.1 Successful current approach

Community programs and other awareness program have been fruitful. The more businesses across Australia are adopting the more energy efficient manner in the business. Similarly the code of practice or the members have been also another matter that has helped the consumers of this organisation. All of these are successful current approaches that are being implemented by Clear Energy Council. Digital media has been one of the many modes of communication that has helped it spreading awareness across Australia.

4.2 Opportunities for improvement

There still room for improvement as well for Clean Energy Council. There are not set legal policies that can help the organisation implement the policies. Additionally there is also a government intervention that is required by the organisation that will make the process of accreditation easier. Currently they only provide consultation. However there is also development of new technologies is required for low cost maintenance of the power grid system that they need to develop. There is also more community engagement is required that requires more help than consultation. There is also lack of support for the small businesses that needs to be looked after (Alkalise et al. 2017). The organisation should have policies and facilities particularly support small businesses. More encouragement of positive social outcome is also something that Clean Energy Council can to increase the interest of the entrepreneurs of Australia.

5. Recommendations

First recommendation would be regarding the changing government policies. Organisations like make code of practice for their members, however for better implementation it is important that government acknowledges this. Therefore it would be also more effective and can be mandated based on the size and impact of the industry that the business comes from.

Second recommendation would be regarding creating regulations specifically for big corporations. In case of Australia, transport and construction are some of the biggest industries that are not energy efficient. Therefore, creating policies for companies under these industries are required. special set of regulations that can increase their consumption of the green energy sources.

Other than government regulations there is also further development of technology that can help the organisation. Only consultation is not enough; therefore, investments in development of technologies are going to have fruitful impact on the industries of Australia.

There is also subsidy for the small companies that are required to be done as well. The high expense is also some that needs to be dealt with immediately. This will encourage more countries to increase the green energy consumption. However as Advocacy organisation the brand can also petition to government for small companies and entrepreneurial ventures. This will also encourage small countries to transition as well.


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