many shades of green 2012
TRANSCRIPT
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CALIFORNIAS SHIFT
TO A CLEANER, MORE
PRODUCTIVE ECONOMY
MANYSHADESGREEN 2012
OF
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3. 4.
1. Average Annual Growth Rate (AAGR) is the year-over-year growth rate ,
otherwise known as compounded annual growth rate (CAGR). Data Source:
Californ ia Department of F inance
2. Date Source: Green Establishment Database. National Estab lishment
T ime-Series (NETS) Database
3. Inf lat ion adjusted dollars (f irst ha lf 2011) Data Sources: Moodys Economy.com;
Californ ia Department of F inance4. Average Annual Growth Rate (AAGR) is the year-over-year growth rate ,
otherwise known as compound annual growth rate (CAGR)
Next 10 is aN iNdepeNdeNt, NoNpartisaN orgaNizatioN that
educates, eNgages, aNd empowers califorNiaNs to improve the
states future. Next 10 was fouNded iN 2003 by busiNessm aN aNd
philaN thropist f. Noel perry. Next 10 is focused oN iNNovatioN
aNd the iNtersectioN betweeN the ecoNomy, the eNviroNmeNt,
aNd quality of life issues for all califorNiaNs. we provide
critica l data to help iNform the states efforts to grow the
ecoNomy aNd reduce global warmiNg emissioNs.
this report serves as a compaNioN to Next 10s califorNia
greeN iNNovatioN iNdex, aNd the aNalysis preseNted hereiN
builds oN the greeN busiNess aNalysis published iN the iNdex
siNce 2008. the iNdex tracks califorNias progress iN reduciNg
greeNhouse gas emissioNs, implemeNtiNg iNNovative public
policy, geNeratiNg techNological aNd busiNess iNNovatioN, aNd
growiNg busiNesses aNd jobs that eNable the traNsformatioN
to a more resource-efficieNt ecoNomy.
totalemploymeNt
professioNal,
scieNtific & tech
services jobs
gdp growthper capita
gdptotal gdp
maNufacturiNg
jobs
core greeNemploymeNt
coNstructioN
jobs
199515,910,000200919,090,000
201017,770,000
19951,326,00020091,736,00020101,583,000
1995-2010 2.5%2009-2010 1.3%
1995 $42,2002009 $51,2002010$52,200
1995$1.34 trillioN2009$1.93trillioN2010$1.95trillioN
19952,215,00020091,987,00020101,826,000
1995751,00020091,073,00020101,002,000
1995110,8002009174,8002010169,800
12% chaNge / 1995-2010
-7% chaNge / 2009-2010
19% chaNge / 1995-2010
-9% chaNge / 2009-2010
53% chaNge / 1995-2010
-3% chaNge / 2009-2010
-18% chaNge / 1995-2010
-8% chaNge / 2009-2010
populatioN
199531,712,000200937,077,000201037,318,000
1 .1% aagr / 1995-2010
0.6% aagr / 2009-2010
33% chaNge / 1995-2010
-7% chaNge / 2009-2010
1.
2.
califorNia facts19952010
Gross Domestic
ProDuct (GDP)
a way f ang
h z f an nyand allad by
ng h val add
f all nd
n h ny.
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12 0 1 2 m any s had e s of gre e n
executive summary 2
caliornias Green economy 4
The Adaptive Green Economy 7
Occupations in Cali fornias Green Economy 11
The Core Green Economy 14
The Value Chain 17
reGional Distribution anD trenDs 21
Bay Area 22
Los Angeles Area 24
Orange County 26
San Diego Region 28
Sacramento Area 30
Inland Empire 32
San Joaquin Valley 34
Central Coast 36
Sacramento Valley 38
North Coast 40
Sierra Region 42
conclusion 44
appenDix 46
enDnotes 48
coNteNts
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executive summary
e x e c u t i v e s u m m ary
th c c G e fd g
h h c wh dg h
. rfg h h dw,
h d wh h c
G e d h J
2009 2010. o h g , J 1995 2010, h
gw 12 wh j h c G
e d 53 . i h wd, wh h
dw c G k 2008 ,
w k 2001 . (pg 14)
WhilestatewideCoreGreenemplomentfellbthreepercentin
thelastobservableear,theSanDiegoRegion,theBaAreaand
theSacramentoAreahaveshownthegreatestresilience,eachwith
lossesoflessthantwopercentfromJanuar2009to2010.
Between1995and2010,CoreGreenemplomentexpandedinthe
SacramentoAreab113percentandintheBaAreab76percent,
followedbtheSanDiegoRegion(+65%)andOrangeCount
(+62%).
AstheproductsandservicesoftheCoreGreenEconomspread
acrosstherestoftheeconom,newoccupationsemergeand
existingoccupationsareincreasingltakingongreentasks.
e d gwh h 15 g
d g d d h dg
h dw, j g w wd eg
i, add m, c t, d
eg G. (pg 14)
EmplomentinEnergInfrastructuregrewb14percentfromJanuar2009to2010.Overthesingleear,statewideemploment
inAdvancedMaterialsexpandedbfourpercentwhileClean
TransportationandEnergGenerationgrewbonepercenteach.
Withover1,200jobsin2010,CleanManufacturing&Industrial
Supportjobsexpanded2.6timesover1995.EnergGeneration
emplomenthasmorethandoubledin16earstotalingnearl47,000
jobsin2010.CleanTransportationexpanded119percentoverthe
longterm,totaling6,800jobsin2010.AdvancedMaterialsreported
thefastestemplomentgrowthratefrom1995to2010,expandingb
322percentfromasmallbaseto900jobsin2010.
2009-2010
2009200520001995
170
160
150
140
130
120
1 10
100
2010
-3 %
-7%
CORE GREEN
+53%
TOTAL ECO NOMY
+12%
employmeNt growth relative to 1995
100=1995values
the core greeN ecoNomy coNsists of
busiNesses that provide the products aNd
services that:
provide alterNatives to carboN-bas ed
eNergy sources
coNserve eNergy aNd all Natural resources
reduce pollutioN aNd repurpose waste
growth 2009-10
Eeg Iastuctue +14%
Advaced Mateials +4%
Clea Taspotatio +1%
Eeg Geeatio +1%
core greeN ecoNomy -3%
total ecoNomy -7%
Next 10 MaNy ShadeS of GreeN. Data Source: Green Estab l i shment Database.
2
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v h c c G e
d, d h h dw h d
h d . (pg 17)
Twent-sevenpercentofjobsintheCoreGreenEconomare
inManufacturing,whiletheshareisonltenpercentinthetotal
econom.Manufacturingwasalsotheonlelementofthevalue
chainwithrecentgrowth,expandingbonepercentfromJanuar
2009to2010.
BusinessAssociationsaswellasFinance&Investmentand
Installationareleadinginlong-termjobgrowth,allmorethandoublinginemplomentsizesince1995.
WhileResearch&Developmenthasdoubledsince1995,jobs
droppedtenpercentovertherecentperiod.
TheCaliforniaeconomwashithardintherecenteconomic
downturnbuttheextentofjoblossesvariesbindustr.Oneofthecharacteristicsofthecurrentdownturnhasbeenthedifcultlall
businesseshavehadinaccessingthecapitalneededtogrowand
makenewinvestmentsinequipmentupgradesandnewproducts.
Businesses,householdsandothersseetheopportunitforimproving
resourceefciencies(andreducingresourceexpenditures),etacting
onthesechoicesisconstrainedbnancialmarketsandmarket
uncertaintrelatedtothepublicpolicenvironmentandthenancial
crisis.Theseuncertaintiesholdbackgrowthinthebusinesses
thatprovidetheproductsandservicesthatimproveefcienciesin
theconsumptionofallnaturalresources.Theapplicationofthese
productsfromtheCoreGreenEconomhelpsimprovetheproductivit
ofresourcesconsumed,reduceswasteandalleviatescosts
associatedwithpollution.Asaresult,consumerssavemoneand
businessesimprovetheircompetitiveedgeandthatoftheeconom
asawhole.
maNufacturiNg employmeNt
relative to 1995
eNergy productivity
2005200019951990
300
250
200
150
100
50
0
2009
CALIFORNIA
REST OF U.S.
2009-2010
200520001995
16 0
15 0
14 0
13 0
12 0
11 0
10 0
90
80
2010
-7%
1%
-8 %
2009
CA GREEN MANUFACTURING
CA TOTAL EMPLOYMENT
CA TOTAL MANUFACTURING
Next 10 MaNy ShadeS of GreeN . Data Source: Green Estab l i shment
Database, Nat ional Estab l i shment T ime-Ser ies (NETS) Database.
Analysi s: Col laborat i ve Economics
gdp(millioNsoffirsthalf2011dollars)
relativetoeNergycoNsumptioN(trillioNbtu)
Next 10 MaNy ShadeS of GreeN. Data Source: U.S . Department of
Energy, Energy Informat ion Admin istrat ion; U.S . Department of Commerce,
Bureau of Economic Analysi s. Analysi s: Col laborat i ve Economics
32 0 1 2 m a n y s h a d e s o f g r e e n
100=1995values
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4 c a l i f o r n i a s g r e e n e c o n o m y
exploriNg califorNias traNsformiNg ecoNomy
califorNiasgreenecoNomy
Theglobaleconomenteredintoasubstantialdownturninthe
latterpartof2007.Somepartsoftheworld,suchasChina,
India,andBrazil,havecontinuedtogrowoverthisperiod
thoughatslowerratesthanbefore.Therecoveracrossthe
UnitedStateshasbeenunevenandfurtherconstrainedb
tightnancialmarkets.Whenbanksdonotlendtosmalland
mediumsizedbusinesses,thesebusinessescannotmakeneededcapitalinvestments,launchbuildingprojects,or
expandproduction.Withoutaccesstocapital,theeconom
cannotgrowandpullitselfoutoftheeconomicdownturn.
TherecessionofcialllastedfromDecember2007to
June2009,ettheU.S.economandCaliforniaeconom
continuetodrag.
Inthiscontext,theworldisstillfacingsizablechallengesthat
werepresentbeforethedownturn.Theseincluderisingprices
andincreasingvolatilitforenergandnaturalresources.
Thishasbeendrivenprimarilbgrowingglobaldemand
fromemergingeconomiesforlimitedresources.Acasein
pointisthefactthatoilpriceshavenotdroppedfollowing
theslowdownoftheU.S.econom,butcontinuedtoriseas
surplussupplieshaveeasilfoundnewmarketsoutsideour
borders.Aspopulationscontinuetogrowmoreprosperous,
thedemandforallresourceswillcontinuetorise.
Regardlessofoureconomichealth,theimpactsofclimate
changeareincreasinglfeltandloomlargerinthedistance.
Climatechangenotonlthreatensourcostalpopulations
throughrisingsealevels,italsochangesweatherpatterns,
disruptingglobalagriculturalproductionanddiminishingtheworldsmajorsourcesoffreshwaterfromrainfallandglaciers.
Preparingforthesechangesisnotwithoutcost,butwaiting
toreacttotherealimpactsofclimatechangewouldbemuch
morecostl.1
Theeconomiccrisisismakingtheclimatecrisisthatmuch
morechallengingtoaddressgiventhelackofcapitalfor
businesses,householdsandthepublicsectortomake
theneededinvestmentsincleanenerginstallations,
energefcienc,andothermeansforreducingnegative
environmentalimpacts(includinggreenhousegas
emissions)andraisingtheproductivitofenergand
allnaturalresources.
Asbusinesses,residents,andpublicentitiesreelfromrising
resourceprices,growingpricevolatilit,anddiminishing
nancialresources,theseekoutnewwasofcuttingcosts
asabufferagainstthisgrowinguncertaint.Whenconsumers
seekoutnewtpesofproductsandnewwasofdoing
things,creativeentrepreneursseenewmarketstoserve.
Thisshifttogreaterresourceproductivittranslatesinto
greatereconomiccompetitivenessasweimproveourabilit
todomorewithless.
WhileCaliforniasoveralleconomislaggingthenations
recover,thestateshowssignsofrecover,economic
growthandgreaterresourceproductivit.Californiasforward-
thinkingpublicpolicrecordhasservedtosupportthegrowth
ofmarketsrelatedtocleanenergandrelatedproducts.
Inaddition,thestateishometosomeoftheworldsmost
innovativeentrepreneursandresearchcenters.Further,the
statebenetsfromitspopulationofearladoptersofnew
technolog.Thesecombinedforcesdrivetheinnovation
processandplacethestateattheforefrontofthegrowing
globalgreeneconom.
Asconsumerhabitschange,thestimulatenewmarketsand
newbusinessactivit.Asnewtechnologiesemerge,thecancreategreaterpositiveimpactsfortheenvironmentaswell
astheeconom.Braisingefciencstandards,streamlining
permitting,offeringincentives,andprovidingcreativeformsof
nancing,smartlcraftedpublicpoliccanreinforceandeven
speedthesevitaldnamics.
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WHAT IS PRODUCEDAND PROVIDED
HOW THINGS AREPRODUCED AND OPERATED
Businesses:
Founded on principles of sustainabilityTransforming processes and products to improve resource
efficiency and reduce negative environmental impactsSupporting transformation across the supply chain
Households, Nonprofits and Public Entities:
Changing consumption habitsImproving resource efficiency
THE ADAPTIVE
GREENECONOMY
Businesses, Households,
Nonprofits and Public Entitiesoperating business-as-usual
THE
RESTOF THE
ECONOMY
THE CORE
GREENECONOMY
Businesses that provide the productsand services that:
Provide alternatives to carbon-based energyConserve energy and all natural resourcesReduce pollution and repurpose waste
the greeN ecoNomy aNd its multiple facets
2 0 1 2 m any s had e s of gre e n 5
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6 c a l i f o r n i a s g r e e n e c o n o m y
th gwg g h h
g w d d h
g d. th h
hg dw, d h d.
Theeconomconsistsofeconomicactorsthatareoperating
business-as-usualandthosethatareadaptingtotheirnew
circumstances.Thosecommittedtobusiness-as-usualwill
eventuallbepricedoutofexistenceaspricesforenergand
allnaturalresourcescontinuetorise.
Othereconomicactorsareseekingoutnewproductsand
newwasofdoingthingsinordertoimprovetheresource
efciencoftheirownoperations,andthemakeup
thead G e.TheAdaptiveGreen
Economincludesbusinesses,households,andpublicsectororganizationsthatarechangingtheirprocessestoimprove
sustainabilit,reducecostsoranticipateregulatorchanges.
Theseentitiesarereexaminingtheirprocessesandinvesting
infundamentalchangesintheiroperations,aswellas
encouragingtheirsupplierstodolikewise.Examplesinclude
theeffortsoflargecorporationsincludingStaples,Walmart
andFedExtosignicantlimprovetheirownenergand
resourceefciencandtosetstandardsfortheirsuppliersto
followsuit.Anaddedcomponentoftheseefforts,besidesthe
publicrelationsvalueforthecompan,isthepublicawareness
thatisraisedaboutactionablecost-effectivemeasures.Theactionsofthesecompaniesandothersdemonstratethat
transitioningawafrombusiness-as-usualandtotheAdaptive
GreenEconomisgoodforthebottomline.2Thisisnotonl
evidentinthegrowingactivitiesofbusinessassociationsbut
alsointhegrowingcourseofferingsrelatedtosustainabilitat
businessschools.3
AlsoincludedintheAdaptiveGreenEconomarenew
businessesfoundedonprinciplesofsustainabilit.From
theoutset,thesecompaniesdeveloptheirproductswith
considerationfortheentireproductlifeccle.ExamplesincludeTomsofMainetoothpasteandMethodcleaning
products.Thesuccessandresiliencofcompaniesinthe
AdaptiveGreenEconomwillsignaltoothercompanies
acrosstheeconomtoconsidertheirowntransformation
tosustainablebusinesspractices.Thejobsinthe
adaptiveeconomareanimportantaspecttotheoverall
transformation,becauseaswithinformationtechnolog
(IT),jobsusingITarefargreaterinnumberthanthejobs
creatingIT.
Thec G eprovidestheproductsand
servicesthatenablethetransformationtowardacleaner,
moreefcientandmorecompetitiveeconom.th c
G e h d
h d d h:
Provide alternatives to carbon-based energy sources
Conserve energy and all natural resources
Reduce pollution and repurpose waste
TheCoreGreenEconomrepresentsadiversemixof
industriesincludingnoveltechnologiesaswellastried
andtestedproducts.Theseincludeenerggenerationandefciencaswellastransportationandwaterefcienc.The
15greensegmentsoftheCoreGreenEconomaredescribed
ong 20.
Asthesechangesprogress,demandforcleantechnolog
grows.Thiswillieldpositiveenvironmentaloutcomesaswell
asnewopportunitiesforbusinessandemplomentgrowth.
Publicpoliccanspurthisdevelopmentbcreatingmarkets
forcleantechnolog.
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72 0 1 2 m any s had e s of gre e n
the adaptive
greenecoNomyAsbusinesses,householdsandthepublicsectorlookfor
wastobufferagainsttheuncertaintofrisingenergprices,
growingvolatilitandconstrainedcapitalmarkets,the
arebuingtheproductsandservicesfromtheCoreGreen
Economandbecomingmoreresourceproductive.Asthe
operationsadaptwithinabusinessoranentireindustr,
emploeestakeonnewtasks.Thischangeistakingplaceacrossallsectorsoftheeconomandatvaringdegrees.
TheCaliforniaEmplomentDevelopmentDepartmentsLabor
MarketInformationDivisionsurveedCaliforniaemploersto
ndouthowgreenactivitiesarepenetratingtheeconom.
Theresultsrevealedthatbetween2009and2010,across
nearlallindustrsectors,263,000emploeesspentatleast
50percentoftheirtimeinoneofthevegreenactivities.
Statewide,Manufacturingrepresentedthelargestshare,26
percent(68,490jobs)ofthesejobs.Bindustr,Utilities
accountedforthesectorwiththehighestpercentageofjobs
withgreenactivities,reportingthat26percentofallutilitiesemploeesspendatleasthalfthetimeongreenactivities.The
Mining,Quarring&Extractionindustrhasthesecondlargest
shareofjobsthatinvolvegreenactivitieswithtenpercent.
250
200
150
100
50
0
300
CALIFORNIA
REST OF THE U.S.
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
eNergy productivity / gdp relative to total eNergy coNsump tioN
Next 10 maNy shades of greeN. Data Source: U.S . Department of Energy, Energy Informat ion Admin istrat ion; U.S . Department of Commerce, Bureau of Economic Analysi sAnalysi s: Col laborat i ve Economics
eNergyproductivity:gdp(millioNsoffirsthalf2011dollars)
relativetoeNergycoNs
umptioN(trillioNbtu)
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8 c a l i f o r n i a s g r e e n e c o n o m y
califorNias adaptive greeN ecoNomyemployees speNdiNg at least half their time oN greeN activities
20%
30%
25%
15%
5%
10%
0
17,120
13,140
PUBLIC
ADMINISTRATION19,730
ADMINISTRATIVE &
WASTE MANAGEMENT
SERVICES
AGRICULTURE,FORESTRY,
FISHING & HUNTING
PROFESSIONAL,
SCIENTIFIC,
& TECHNICAL
SERVICES
29,350
CONSTRUCTION
31,070
WHOLESALE &
RETAIL TRADE
68 ,490
1,060
MINING, QUARRYING
& EXTRACTION
1,330
FINANCE, INSURANCE
& REAL ESTATE
2,920
HEALTH CARE &
SOCIAL ASSISTANCE
1,880
INFORMATION
7,200
TRANSPORTATION &
WAREHOUSING
5,170
EDUCATIONAL
SERVICES
8,330
ACCOMMODATION,
FOOD &
ENTERTAINMENT
25,360
22,780
MANUFACTURING
UTILITIES
perceNtageoftotal
iNdustryemploymeNt
Next 10 maNy shades of greeN. Note: Survey data co llected from May 2009 to January 2010. Source: Californ ia Employment Development Department,
Labor Market Information Div is ion . Analys is: Collaborative Economics
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92 0 1 2 m any s had e s of gre e n
webcor builders / coNstructioN
Asanaward-winningleaderinsustainablegreenbuilding,WebcorBuildershasbeenprovidingclientswithefcient,high-performancebuildingssincethemid-1990s.WebcorBuildershasestablisheditsleadershipinsustainableandgreenbuildingpracticesbusingfewerbuildingmaterialsandstrictenvironmentalpracticesonsite.Webcoralsocalculatesabuildingscarbonfootprintfromdesigntonish,emplosgreenofcepracticesanditsgreenbuildingcodeexpertise,andusessustainablebuildingmaterialsandhi-techinnovation.Todate,Webcorhasconstructedover15millionsquarefeetofLeadershipinEnergandEnvironmentalDesign(LEED)buildings.Webcorleadsbexample,fosteringanindustr-wide
cultureofenvironmentalresponsibilitandawarenessthroughSanFranciscosGreenBuildingTaskForce.WebcorisalsooneofthefoundingmembersoftheCenterfortheBuiltEnvironmentattheUniversitofCalifornia,Berkele.
sacrameNto muNicipal utility district / utilities
SacramentoMunicipalUtilitDistrict(SMUD)isdedicatedtohelpingcustomersreducetheircarbonfootprintaswellaselectricitcosts.SMUDhasprogramsinplacetohelpbothresidentialcustomersandbusinessescalculatetheirenergconsumptionandpredicthowmuchthecouldsavewithenergefcientappliances.SMUDalsoeducatescustomersonconservationandenergefcientremodelingandoffersrebatesandincentivesforproductssuchasLEDlighting,recclingrefrigerators,clotheswashersanddishwashers.
SMUDcontinuestohelpcustomersbecomemoreefcientusersofenerg,promotestheuseofrenewableresourceslikethewindandsun,andreducestheamountofgreenhousegasesproducedlocall.
aNheuser busch / maNufacturiNg
LocatedinFaireld,AnheuserBuschBrewerhasexpandeditseco-friendloperations.InOctober2011,theplantincreaseditsgreenpowersupplwiththeinstallationofawindturbine.ThePlantGeneralMangerestimatestheturbinecouldprovide20percentoftheelectricitforthebrewer,inadditiontofourpercentgeneratedfromits6.5acresofsolarpanels.TheAnheuserBuschBrewerusesaBioEnergRecoverSstemtogeneratemorethan15percentofthebrewersfuelneedsbcapturingnutrientsinbrewingwastewaterforconversionintobiogas.Thefacilitalso
featuresasteamrecoverprojecttoheatwaterinthebrewhouse,efcientboilerburnersandaircompressors,andalightingupgradereplacingoldxtureswithenergefcientgearandtimers.Honoredmorethanadozentimesforwastereduction,theFaireldfacilitrecclesmorethan99percentofitssolidwaste.
uNited s tates Navy / public sector
TheU.S.ArmedForcesareadaptingtonew,moreproductivewas,andtheU.S.Naviscommittedtoreducingrelianceonfossilfuels.Forexample,Tributltin-freehullandpropellercoatingsandsternapsarebeingusedtoreducedragandtrimloopboilercontrolsstemstooptimizetheamountofenergusedtocreatesteamforshipboardapplications.AllU.S.Navwarshipshaveequipmentonboardtocompressandstoreallplastics,processbiodegradablematerialsforsafedischarge,andkeepoilwasteoutoftheocean.TheNaviscleaningupbasesthathavebeenimpactedbpastoperations.
TheNavisactiveldevelopingandparticipatinginenerg,environmentalandclimatechangeinitiativesthatwillincreaseuseofrenewableenerg.ThemilitarsgeothermalprogramismanagedbtheGeothermalProgramOfcelocatedinSouthernCalifornia.Theirmandateistooverseeexplorationforanddevelopmentofgeothermalresourceswherevertheoccuronlandsunderthecontrolofanofthenationsmilitarservices.
port of los aNgeles / tra NsportatioN
SincecommittingtotheCleanAirActionPlaninNovember2006,thePortofLosAngeleshassignicantlcutitsemissions.Usingelectrictrucks,anenvironmentalmanagementsstem,andwaterqualitimprovementinitiativesaswellasimplementingmanotherprocedures,thePortofLosAngeleshasseena69percentreductionindieselparticulatematter,a76percentreductioninsulfuroxideemissions,andadropof48percentincarbonmonoxideemissionsamongotherachievements.
ThroughthePortofLosAngelesAirQualitMitigationIncentiveProgram,apartnershiphasformedwiththeCaliforniaStateUniversitLongBeach(CSULB)Foundationtodevelopandtestanewseawaterscrubbervesselsstem.Thissstemhasthepotentialtoreduceemissionsbasmuchas85percent,evenascargovolumesrise.
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10 c a l i f o r n i a s g r e e n e c o n o m y
3 0
3 5
4 0
2 0
2 5
0
1 5
5 0
4 5
CALIFORNIA
REST OF THE U .S .
1 9 9 2 1 9 9 7 2 0 0 2 2 0 0 7
electricity productivity iN maNufacturiNg /
gdp from maNufacturiNg relative to total electricity purchases
Next 10 maNy shades of greeN. Note: Manufactur ing excludes publ i sh ing f i rms for 1992 data due to d i f ferences in S IC and N AICS classi f i cat ions.Data Source: U.S . Census Bureau, Economic Census 1992, 1997, 2002, 2007 and U.S . Department of Commerce, Bureau of Economic Analysi s. Analysi s: Col laborat i ve Economics
gdprelativetototalelectricitypurchasesiNmaNufacturiNg
adg d cg nw v
Whenweimproveenergefcienc,wecandomorewhile
consumingless.Thisissoforahousehold,publicofce,or
business.Whenabusinesscanproduceitsproductswhilespendinglessonenerg,cashsavedcanbeinvestedinnew
machinerandequipment,research,orhiringnewemploees.
Improvingenergefciencisgoodforgainingacompetitive
advantageasabusinessaswellasaneconom.
Foraneconom,energproductivitcanbemeasuredb
dividingtotalenergconsumptionbthegrossdomestic
product(GDP).Growthinenergproductivitequatesto
moredollarsofGDPgeneratedperunitofenergconsumed.
Californiais64percentmoreproductivewithitsenergthan
therestofthecountr.EnergproductivithasbeenontheriseinbothCalifornia(+37%)andtherestofthecountr
(+35%)since1990.
Lookingspecicallatelectricitpurchasesofmanufacturing
establishmentsrelativetoGDP,Californiahasconsistentl
experiencedhigherelectricitproductivitthanthenational
average.Thismeasureexpressestheamountofvaluecreatedforeverdollarspentonelectricitbmanufacturingplants.
Californiaselectricitproductivitinmanufacturinghas
increased21percentfrom1992to2007.Morerecentl,
Californiaselectricitproductivitinmanufacturingimproved
13percentfrom2002to2007,whiledroppingbten
percentintherestofthenation.Inotherwords,California
manufacturersgeneratednearl$44innewvalueforever
dollarspentonmanufacturingelectricit,$13morethan
manufacturersintherestofthenation.
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112 0 1 2 m any s had e s of gre e n
occupatioNs iN califorNias
greenecoNomyAsgreenactivitiesincreaseacrosstheentireeconom,
companiesprovidingtheproductsandservicesrequired
forimprovingresourceproductivitandreducingnegative
environmentalimpactswillbenet.Asaresult,jobsrelatedto
greenactivitieswillgrow.Insomecases,existingoccupations
willexpandtoincludenewtasks.Inothercases,entirelnew
occupationswillemerge.
Inmostcases,thetpesofjobsassociatedwithproducing
productsintheCoreGreenEconomwillalsobeassociated
withusingtheseproductsintherestoftheeconomas
businessesadapttobecomingmoreresourceproductive.
TheseoccupationsrangefromPh.D.scientistsandengineers
toavarietoftechniciansrequiringtwo-eartrainingaswell
assupportoccupationsofferingon-the-jobtraining.
Someoccupationsareexperiencingnewdemandinthelabor
marketsuchasElectricians,ElectricalPowerLineInstallers&
Repairers,EnvironmentalScientists,andIndustrialMachinerMechanics.Insomecases,theskillsandtasksassociated
withanexistingoccupationareexpandingtoencompassthe
tasksrelatedtonewtechnologandregulations.Theseinclude
SupplChainManagers,Operations&BuildingManagers,
FuelStorageTechnicians,Architects,EnergInfrastructure
Engineers,andSustainableAgricultureSpecialists.
Inadditiontoexistingoccupations,entirelnewoccupations
areemerging.Newpositions,suchasChiefSustainabilit
OfcerorEnergAuditor,targetnewlrecognizedneedsfor
improvingresourceefcienciesandmanagingsustainabilit
morebroadl.Inothercases,entirelnewoccupationsareappearingthatarespecictotheinstallationandapplication
ofnewtechnologsuchasSolarPhotovoltaicInstallers,
BiofuelsProcessingTechnicians,BiomassProduction
Managers,Methane/LandllGasGenerationSstem
Technicians,SolarThermalInstallers&Technicians,and
FuelCellTechnicians.
Educationandworkexperiencerequirementsspanshort-term
on-the-jobtrainingtopostsecondarvocationalawardsand
long-termon-the-jobtraining.Themedianannualearnings
oftheseoccupationsrangefrom$27,000to$200,000and
higherintherstquarterof2011.
Inresponsetorealchangesintheeconom,theinformation
onoccupationalstatisticscollectedandreportedbthe
Federalgovernmentisexpandinginordertoreectthe
emergenceofnewoccupationsandtheincreasingdemand
andchangingskillsetsofexistingoccupationsrelatedto
newgreenbusinessactivitiesintheeconom.Oftheexisting
occupationalcodes,occupationsrelatedtogreenactivities
havebeenorderedbtheU.S.DepartmentofLaborsNational
CenterforO*NETDevelopmentintothreecategories:Green
IncreasedDemandOccupations,GreenEnhancedSkills
Occupations,andGreenNewandEmergingOccupations.4
TheO*NETreportdescribesthecategoriesasfollows:
_G id Dd o:Theimpactof
greeneconomactivitiesandtechnologiesisanincreasein
theemplomentdemandforanexistingoccupation.However,thisimpactdoesnotentailsignicantchangesinthework
andworkerrequirementsoftheoccupation.Theworkcontext
machange,butthetasksthemselvesdonot.
_G ehd sk o:Theimpact
ofgreeneconomactivitiesandtechnologiesresultina
signicantchangetotheworkandworkerrequirementsofan
existingoccupationalcode.Thisimpactmaormanotresult
inanincreaseinemplomentdemandfortheoccupation.
Theessentialpurposesoftheoccupationremainthesame,
buttasks,skills,knowledge,andexternalelements,suchascredentials,havebeenaltered.
_G nw d egg o:Theimpactof
greeneconomactivitiesandtechnologiesissufcientto
createtheneedforuniqueworkandworkerrequirements,
whichresultsinthegenerationofanewoccupationalcode.
Thisnewoccupationcouldbeentirelnovelorbornfrom
anexistingoccupation.
Thefollowingtablesillustrateexamplesineachof
thesecategories.
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12 c a l i f o r n i a s g r e e n e c o n o m y
greeN iNcr eased dem aNd occupatioNs
occupatioNal titleq1 2011 mediaN
aNNual earNiNgseducatioN & traiNiNg
e d e eq a $32,492 Short-termon-the-jobtraining
eg d oh mh a $36,838 Short-termon-the-jobtraining
id tk d t o $36,422 Short-termon-the-jobtraining
c m d c h $49,895 Moderate-termon-the-jobtraining
Computer-Controlled Machine Tool Operators, Metal and Plastic $37,281 Moderate-termon-the-jobtraining
Dg d bg mh t s, o, d td,m d p
$35,162 Moderate-termon-the-jobtraining
mg d bdg mh s, o, d td $33,602 Moderate-termon-the-jobtraining
i Wk, , cg, d W $49,725 Moderate-termon-the-jobtraining
og eg d oh c eq o $64,666 Moderate-termon-the-jobtraining
pd, pg, d edg ck $49,040 Moderate-termon-the-jobtraining
s m d $38,122 Moderate-termon-the-jobtraining
Electrical Power-Line Installers and Repairers $78,805 Long-termon-the-jobtraining
e $60,284 Long-termon-the-jobtraining
id mh mh $55,225 Long-termon-the-jobtraining
pw D d Dh $78,864 Long-termon-the-jobtraining
s i d s Wk $56,875 Long-termon-the-jobtraining
ch th $46,234 Associatedegree
e egg th $62,846 Associatedegree
d c th $39,552 Associatedegree
ch eg $108,178 Bachelor'sdegree
ch $82,385 Bachelor'sdegree
c d id Dg $66,873 Bachelor'sdegree
id eg $90,966 Bachelor'sdegree
id s d Hh eg $87,937 Bachelor'sdegree
m s $89,632 Bachelor'sdegree
o Hh d s s $76,698 Bachelor'sdegree
n s mg $152,552 Bachelor'sorhigherdegree,plusworkexperience
e s d s, idg Hh $75,880 Master'sdegree
Hdg $94,267 Master'sdegree
ah D $55,675 Postsecondarvocationalaward
e d e r, c d id eq $57,914 Postsecondarvocationalaward
rg mh d i $50,992 Postsecondarvocationalaward
sd d bz $39,684 Postsecondarvocationalaward
ag i $47,450 Workexperienceinarelatedoccupation
First-Line Supervisors/Managers of Mechanics, Installers, and Repairers $69,109 Workexperienceinarelatedoccupation
First-Line Supervisors/Managers of Production and Operating Workers $58,958 Workexperienceinarelatedoccupation
id pd mg $103,223 Workexperienceinarelatedoccupation
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132 0 1 2 m any s had e s of gre e n
greeN eNh aNced skill s occupatioNs
occupatioNal titleq1 2011 mediaN
aNNual earNiNgseducatioN & traiNiNg
c l $40,646 Moderate-termon-the-jobtraining
r $47,408 Moderate-termon-the-jobtraining
mh $40,666 Long-termon-the-jobtrainingag th $35,297 Associatedegree
e egg th $62,846 Associatedegree
e egg th $58,580 Associatedegree
Gg s t th $94,603 Associatedegree
id egg th $52,814 Associatedegree
ah, e ld d n $92,300 Bachelor'sdegree
c eg $96,312 Bachelor'sdegree
c mg $111,688 Bachelor'sdegree
e eg $100,527 Bachelor'sdegree
e eg $91,394 Bachelor'sdegree
mh eg $92,150 Bachelor'sdegree
G d o mg $129,920 Bachelor'sorhigherdegree,plusworkexperience
G, e Hdg d Ggh $85,671 Master'sdegree
u d rg p $81,053 Master'sdegree
b d tk mh d D eg s $48,589 Postsecondarvocationalaward
Hg d a cdg mh d i $50,992 Postsecondarvocationalaward
c d bdg i $71,001 Workexperienceinarelatedoccupation
s r, Wh d mg,
th d s pd$88,005 Workexperienceinarelatedoccupation
examples of other oc cupatioNs iN g reeN establishmeNts
occupatioNal titleq1 2011 mediaN
aNNual earNiNgseducatioN & traiNiNg
rg a s $70,877 Long-termon-the-jobtraining
a egg th $56,377 Associatedegree
p ag th $50,083 Associatedegree
r th $51,710 Associatedegree
bh eg $104,003 Bachelor'sdegree
eg ad $72,111 Bachelor'sdegree
lg a $80,179 Bachelor'sdegree
r sg s d thg $105,245 Bachelor'sdegree
Biofuels/Biodiesel Technology and Product Development Managers $146,610 Bachelor'sorhigherdegree,plusworkexperience
ch s o $201,006 Bachelor'sorhigherdegree,plusworkexperience
G mk $105,258 Bachelor'sorhigherdegree,plusworkexperience
W r s $152,552 Bachelor'sorhigherdegree,plusworkexperience
c chg a $75,880 Master'sdegree
e e $104,307 Master'sdegree
t p $78,348 Master'sdegree
b pd mg $103,223 Workexperienceinarelatedoccupation
bwd rd s d s mg $123,793 Workexperienceinarelatedoccupation
rg cd $47,638 Workexperienceinarelatedoccupation
s eg i mg $75,797 Workexperienceinarelatedoccupation
s s r d a $88,005 Workexperienceinarelatedoccupation
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14 c a l i f o r n i a s g r e e n e c o n o m y
the coregreenecoNomy
c c G e hwd g
g h h c
wh dg h .TheCoreGreen
Economprovidestheproductsandservicesthatenablethe
transformationtowardacleaner,moreefcientandmore
competitiveeconom.Thebusinessesthatmakeupthe
CoreGreenEconomhaveconsistentloutpacedthestatestotaleconomicgrowth.Overthelongterm,emplomentin
theCoreGreenEconomincreased53percent,whilethe
totaleconomexpandedbonl12percentfromJanuar
1995to2010inCalifornia.FromJanuar2009to2010,
totalemplomentinthestatedroppedsevenpercentet
emplomentintheCoreGreenEconomdroppedbjust
threepercent.
Theeconomislargeanddiverse,andtheimpactofthe
recenteconomicdownturnvariesbindustr.Allindustr
sectors,exceptforManufacturing,havemaintained
emplomentabove1995levels.Incomparisonwiththemajor
sectors,theCoreGreenEconomhasmadethelargest
stridesinemplomentgrowthsince1995,andbeneted
fromoneofthelowestratesofcontractioninthemostrecent
observableear.
150
140
130
120
110
80
100
90
1602009-2010
-3 %
-7%
-7%
-8 %
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
CORE GREEN /+53%
TOTAL ECONOMY /+12%
TOTAL ECONOMY CO NSTRUCTION EMPLOYMENT /+33%
TOTAL ECONOMY MANUFACTURING EMPLOYMENT / -18%
employmeNt growth relative to 1995 / califorNia
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
employmeNtgrowthrelativeto1
995(100=1995values)
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152 0 1 2 m any s had e s of gre e n
400
350
300
250
200
150
100
4502009-2010
+4 %
+14%
+1 %
+1 %
+3 %
-7%
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
TOTAL ECONOMY /+12%
CORE GREEN /+53%
ENERGY INFRASTRUCTURE /+197%
ADVANCED MATERIALS /+322%
CLEAN TRANSP ORTATION / +119%
ENERGY GENERATION /+121%
lea diNg core greeN segmeNt growth relative to 1995 / califorNia
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
employmeNtgrowthrelative
to1995(100=1995values)
Despitetherecenteconomicdownturn,reectedbanoverall
emplomentdeclineinbothCoreGreenandtotaleconom,
severalCoreGreensectorsaddedjobs.FromJanuar2009
to2010,emplomentexpandedinEnergInfrastructure(+14%),AdvancedMaterials(+4%),EnergGeneration
(+1%)andCleanTransportation(+1%).
AcrossCaliforniaseleveneconomicregions,outcomesvar.
Overthelongterm,theCoreGreenEconomhasoutpaced
totaleconomicgrowthinallbuttheSierraRegion.While
statewidegreenemplomentfellbthreepercentinthe
mostrecentobservableear,theSanDiegoRegion,theBa
AreaandtheSacramentoAreahaveshownthegreatest
resiliencewithlossesoflessthantwopercentfromJanuar
2009to2010.
GrowthintheCoreGreenEconomvariesacrossthefteen
greensegments(detailedong 20).Overa16-ear
period,EnergGenerationandAir&Environmenthave
experiencedthelargestemplomentgains.Thesetwosegmentscombinedcontributedover32,900jobsstatewide
since1995.AdvancedMaterials,CleanManufacturing&
Industrial,andEnergInfrastructurereportedthelargest
percentgainsinemplomentfrom1995to2010,far
exceedingaveragejobgrowthinboththeCoreGreen
Economandtheeconomasawhole.
Manofthesesizeableandrapidlgrowingsectorscontinued
tothriveinrecentears.Whilemostindustries,greenor
not,sufferedemplomentlossesfromJanuar2009to
2010,asmentionedearlier,thiswasnotthecaseforEnerg
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16 c a l i f o r n i a s g r e e n e c o n o m y
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
100 ,000
150 ,000
50 ,000
0
200 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & A DVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUP PORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
+4%
09-10
+14%
+1%
+1%
employmeN t by greeN segmeNt / califorNia
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
employmeNt
Infrastructure,AdvancedMaterials,CleanTransportation,
andEnergGeneration.Jobswerecreatedineachofthese
segmentsamidsttougheconomicconditions.Additionall,
emplomentinthesesegmentshasatleastdoubledsince1995.EnergInfrastructureemplomentexpandedb14
percentinasingleear,withtheadditionofnearl300jobs
statewidein2010.
ThetrendsandcompositionoftheCoreGreenEconom
variesacrossCaliforniaselevenregions(denedontheinside
backcover).Highconcentrationofactivitingreensegments
regionallisleadingtothedevelopmentofworld-class
industrhubsstatewide.TheBaAreaexcelsinnearlall
greensegmentsandfeaturesthestateshighestemploment
concentrationsinFinance&Investment,AdvancedMaterials,
EnergInfrastructure,andCleanManufacturing&Industrial.
Ineachofthesesegments,emplomentisatleast2.6times
moreconcentratedthaninthestateasawhole.CleanTransportationactivitishighlconcentratedintheInland
EmpireandOrangeCount.TheSanDiegoRegionisleading
thestateinEnergInfrastructure,whiletheSacramento
AreaisstronginGreenBuilding.TheSacramentoValle,
SierraRegion,andNorthCoastareclearleadersin
AgricultureSupport.Thefollowingsectionswillprovidefurther
insightintotheuniqueregionalstoriesacrossthestates
eleveneconomicregions.
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172 0 1 2 m any s had e s of gre e n
employmeNt aloNg the value chaiN / califorNia
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
employmeNt
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
100 ,000
150 ,000
50 ,000
0
200 ,000
S ALE S
SERVICES
MANUFACTURING
S UPPLI E R
INSTALLATION
RE S E ARCH &DE VE LOPME NT
PUBLIC EDUCATION/ SERVICE ORGANIZATION
FI NANCE & I NVE S TME NT
BUSINESS ASSOCIATION
Californiaishometomancompaniesthataredriving
technologicaladvancementsinproductsandservicesthat
willenabletheentireeconomtotransitiontocleanenerg
sources,improveresourceefciencies,andreducepollution.
Fromthepointofconceptionuntildelivertotheconsumer
andthemaintenanceoverthelifetimeoftheproduct,there
aremandistinctactivitiesthattakeplaceintheeconom.
InadditiontoviewingtheCoreGreenEconombgreen
segment,thatis,btheeldofapplicationofproductsand
services,businessescanalsobeviewedbtheirprimar
functionsalongtheproductionvaluechain.Theserolesinclude
Research&Development,Manufacturing,Suppliers,Installers,
Sales,Serviceproviders,andPublicEducationServices.Allof
theserolesarerepresentedtovaringdegreesinCalifornias
CoreGreenEconom,whichmeansthereexist:1)wide-ranging
jobopportunitiesacrosstheskillsspectrum,and2)strong
potentialforcontinuedgreenbusinessgrowthbuildingona
diversebusinessbaserichwithinterrelatedcompetencies.
High-valueservicesandmanufacturingmakeupthebulk
ofbusinessescomprisingCaliforniasCoreGreenEconom.
Thirt-eightpercentofemplomentwasattributedto
establishmentsclassiedasServicesin2010.Manufacturing
thevaluechaiN
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18 c a l i f o r n i a s g r e e n e c o n o m y
5 0 , 0 0 04 0 , 0 0 03 0 , 0 0 01 0 , 0 0 0 2 0 , 0 0 00
SALES
SERVICES
MANUFACTURING
SUPPLIER
INSTALLATION
RESEARCH &DEVELOPMENT
PUBLIC EDUCATION/ SERVICE ORGANIZATION
FINANCE & INVESTMENT
BUSINESS ASSOCIATION
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRAN SPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
value chaiN employmeN t by segmeNt / califorNia , 2010
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
employmeNt
activitcomprises27percentoftheemplomentintheCore
GreenEconom,comparedwithtenpercentinCalifornias
totaleconom.
Somevaluechainsectorshavegrownfasterthanothers.
GrowingatthesamerateastheCoreGreenEconomasa
whole,Manufacturingemplomentexpandedb53percent
since1995.Oneofthefastestgrowingsectorsofthevalue
chain,Installation,reportedemplomentlevels2.7times
greaterin2010thanin1995.Finance&Investment,Sales,
andResearch&Investmentexhibitedimpressivegrowthin
thelong-runview.
Inthemostrecentobservableperiod,Januar2009to
2010,Manufacturingwastheonlvaluechainsectorwith
emplomentgains,inchingupbonepercent.Finance&
InvestmentandInstallationemplomentremainedfairlstable,
decliningbonepercenteach.Thelargestlossestookplace
inResearch&DevelopmentandPublicEducation&Service
Organizationswhichcontractedbtenpercentand12percentrespectivel.However,Research&Developmentjobsinthe
long-runnearldoubledsince1995withtheadditionofmore
than2,100jobs.
Bgreensegment,ManufacturingandServicesholdthe
largestemplomentshares,withvariedrepresentationamong
theremainingvaluechainsectors.EnergGeneration,the
largestgreensegment,iscomprisedchieofInstallationand
Manufacturingjobswhichaccountfor40and35percent,
respectivel.Thisisalsotheonlgreensegment
withemplomentspanningallvaluechainactivities.
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192 0 1 2 m any s had e s of gre e n
ServicejobsdominateinAir&Environment,accountingfor
83percentofsegmentemploment.Reccling&Waste
emplomentissplitalmostexclusivelbetweenSupplierand
Servicespositions.EnergEfciencisdiverseinvaluechainactivitiesandincludesemplomentinManufacturing(41%),
InstallationandServices(23%each),andsmallerportions
inSupplier,Sales,andResearch&Development.Nearl
halfofEnergStorageemplomentinthestateisin
Manufacturingactivities.
Lookingatrolesinthevaluechain,Manufacturingemploment
isconcentratedinEnergGeneration(36%),withsignicant
sharesinEnergEfcienc(16%),CleanTransportation
(10%)andWater&Wastewater(10%).Astaggeringtwo
thirdsofInstallationemplomentisinEnergGeneration,with
theremainderfallingprimarilinEnergEfciencandAir&
Environment.CleanTransportationaccountsfor20percentof
Research&Development.ThisissecondtoonlResearch&
Advocacwhichfeatures35percentofR&Demplomentin
theCoreGreenEconom.
Comparedtothetotaleconom,ManufacturingintheCore
GreenEconomhasoutpacedtotalmanufacturingand
totalemplomentforthestateoverthelongtermandmost
recentl.Illustratedinthechartbelow,Manufacturinginthe
CoreGreenEconomexpanded53percentfrom1995to
2010andonepercentoverthemostrecentperiod.Total
manufacturinginthestatedroppedb18percentoverthe
16-earperiodandbeightpercentinfromJanuar2009to
2010.Californiaseconomasawholeexpanded12percent
overthe16-earperiodanddroppedsevenpercentoverthe
lastobservableear.
150
140
130
120
110
80
100
90
1602009-2010
1%
-7%
-8 %
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
CA GREEN MANUFACTURING /+53%
CA TOTAL EMPLOYMENT /+12%
CA TOTAL MANUFACTURING / -18%
maNufacturiNg employmeNt relative to 1995 / califorNia
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database, N at ional Estab l i shment T ime-Ser ies (NETS) Database. Analysi s: Col laborat i ve Economics
califorNiamaNufacturiNgemploymeNtrel
ativeto1995(100=1995values)
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20 c a l i f o r n i a s g r e e n e c o n o m y
the fifteeN segmeNts of the core greeN ecoNomy
greeN segmeNt descriptioN
eg G
Renewableener ggeneration(al lformsofsolar,wind,geothermal,biomass,hdro,marineandtidal,hdrogen,co-generation)
ResearchandTestinginrenewableen erg
Renewableenergconsultingservices
Associatedequipment,controls,andothermanagementsoftwareandservices
eg e
Energconservationconsultingandengineering
Buildingefficiencproductsandservices
Energefficiencresearch
Alternativeenergappliances(solarheating,lighting,etc.)
Energefficiencmet ersandmeasuringde vices
c t Alternativefuel s(biodiesel, hdrogen,feedstock-neu tralethanolin frastructure)
Motorvehicles&eq uipment(electri c,hbrid,andnatu ralgasvehicles, dieseltechnolog )
eg sg Advancedbatteries(Li-Ion,NiMH)
Battercomponentsandaccessories
Fuelcells
a & e Environmentalconsulting(environmentalengineering,
sustainablebusinessconsulting) Emissionsmonitoringandcontrol
Environmentalremediation
rg & W
Consultingservices
Reccling(pape r,metal,plastics,rubbe r,bottles,automotive,electronicwasteandscrap)
Recclingmachinermanufacturing
Wastetreatment
W & Ww
Waterconservation(control sstems,metersandmeasuringdevices)
Developmentandman ufacturingofpu mptechnolog
Researchandtesting
Consultingservices
Watertreatmentandpurificati onproducts/se rvices
ag s Sustainablelan dmanagementandbusi ness
consultingservices Sustainablesuppliesandmaterials
Sustainableaquaculture
rh & ad Organization sandresearchinstitu tesfocusedonadvanci ngscienceandp ubliceducation inthe
areasof:renewableenergandalternativefuelsandtransportation.
b s Environmentallawlegalservices
Greenbusinessportals
Greenstaffingservices
Greenmarketingandpublicrelations
& i Emissiontradingandoffsets
Venturecapitalandprivate equitinvestment
Projectfinancing(e .g.solarinstal lations,biomassfacilities,etc.)
add m Bioplastics Newmaterialsforimprovingenergefficienc
G bdg Designandconstruction
Buildingmaterials
Sitemanagement
Greenrealestateanddevelopment
c mg &id s
Advancedpackaging
Processmanagementandconsulting
Industrialsurfacecleaning
eg i C onsu ltin g and mana ge me nt servi ce s Cab le an de qui pme nt
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212 0 1 2 m any s had e s of gre e n
SAN JOAQUIN
VALLEY
LOS ANGELES
AREA
ORANGE
C OUNTY
INLAND EMPIRE
SAN DIEGO REGION
SAC RAMENTOAREA
SAC RAMENTO
VALLEY
BA Y
AREA
C ENTRALC OAST
NORTH
C OASTSIERRA
REGION
SIERRA
REGION
Cor Grn economy Job Growh
1995-2010 (January)
2010 employmn Concnraion
in toal Cor Grn economy
(a value of 1.0 indicates employment
concentrat ion equal to the state average)
Lss han 1.0
1.0 o 1.1
1.2 o 1.3
Mor han 1.3
%
TheCoreGreenEconomyispresentineveryregionin
California,andeachregionhasitsownareasofspecialization.
regioNal
distributioNtreNdsand
Next 10 maNy shades of greeN.
Data Source: Green Establishment Database
Analys is: Collaborative Economics
total core greeN ecoNomy / perceNt chaNge iN employm eNt from 1995 to 2010
employmeNt coNceNtr atioN by regioN relative to califorNia , jaNuary 2010
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22 r e g i o n a l d i s t r i b u t i o n a n d t r e n d s : b a y a r e a
Recognizedgloballasapowerhouseofgreeninnovation,theBaArearepresents28percentofemplomentand27percent
ofbusinessesinCaliforniasCoreGreenEconom.Withtheadditionofnearl20,600jobssince1995,emplomentingreen
sectorshasincreased76percent.TotalBaAreaemplomenthasexpandedonlsixpercent.Weakeningnumbersinthetotal
economintheBaAreaweremirroredonthestatelevelwhereCoreGreenemplomentfellthreepercentandbusinessestenpercent.Thismeansthatwhilesuffering,theBaAreasCoreGreenEconomisholdingoutbetterthanthestateasawhole.
FromJanuar2009to2010,greenindustriesintheBaAreasufferedmodestcontractions;roughl840jobswerelostand
350businessesclosed,representingatwoandninepercentdeclinerespectivel.Incontrast,theBaAreaeconomasawhole
experiencedasevenpercentdeclineinemplomentanda14percentdeclineinestablishments.
Despitetheoveralllosses,EnergInfrastructureexpanded23percent,gaining290jobs.EnergGeneration,Advanced
Materials,Water&Wastewater,andCleanTransportationallreportedemplomentgrowth.Air&Environmentaccountedfor
thegreatestlosses,shrinking12percentinemplomentand16percentinestablishments.
ThelargestsegmentintheBaAreasCoreGreenEconom,EnergGenerationaccountsfor25percentofgreenjobs
and22percentofgreenbusinesses.Emplomentincreasedonepercentin2010,andthenumberofbusinessesdropped
asconsolidationcontinuesinthissegment.Since1995,EnergGenerationhasadded7,200jobstotheregionsCore
GreenEconom.
TheBaAreaaccountsfor30percentofCaliforniasemplomentinCleanTransportation.Since1995,emplomenthas
doubled,addingover1,400jobs.CleanTransportationsgrowthintheregionisdrivenmainlbtheAlternativeFuelsindustr
whichhasgrown15-foldsince1995.Experiencingavepercentincreaseinjobsbetween2009and2010,theAlternative
FuelsindustrhasmadestridesintheBaAreawhileothersegmentshavereceded.
employmeN t by greeN segmeNt / bay area
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
30 ,000
40 ,000
20 ,000
0
10 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
50 ,000+8%
09-10
+23%
+1%
+1%
+1%
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
bay area
22 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : B A y A R E A
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bay area employment
employment 27,200 47,800
2,100 3,5003,800 67% -9%
48,700 76% -2%
percent change
1995core green 2009 2010 1995-
20102009-2010
establishments
cleaN traNsportatioN jobs /bay area
0
3 ,000
6 ,000
9 ,000
12 ,000
15 ,000
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
SOLAR
MULTIPLE SYSTEMS
ENERGY CONSULTING
WIND
ENERGY MANAGEMENT
ACCESSORY EQUIPMENT& CONTROLS
ENERGY RESEARCH
BIOMASS
GEOTHERMAL
HYDRO
CO-GENERATION
ADVANCED BATTERIES
RESEARCH & TESTING
MARINE & TIDAL
HYDROGEN
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
eNergy geNeratioN jobs /bay area
advaNced aNalogic
techNologies, iNc.EnErGy EffICIEnCy
Headquartered in Silicon Valley,
Advanced Analogic Technologies
develops advanced power
management semiconductors.
AnalogicTech is committed to
powering innovation through
increased energy efficiency, flexible
power management options, and less
design complexity. Their innovations,
such as the ModularBCD, TrenchDMOS
fabricators, and process and packing
technologies, have played a critical role
in system design and have powered
some of the most creative consumer
products today.
AnalogicTech has expanded its
operations to China and now has Asia
based operations and logistics. With itstotal employment of over 275 people,
AnalogicTech is leading the way in
energy efficient power management
semiconductors.
www.aalogictech.com
232 0 1 2 m a n y s h a d e s o f g r e e n
0
500
1 ,000
1 ,500
2 ,000
2 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
ALTERNATIVE FUELS
M A SS T RA N SI TE Q U I P M E N T
MOTOR VEHICLES &E Q U I P M E N T
LOGISTICS
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24 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : L O S A N G E L E S A R E A
With21percentofjobsandbusinesses,theLosAngelesArearepresentsasignicantportionofCaliforniasCoreGreen
Econom.Until2010,growthintheLosAngelesCoreGreenEconomhadbeenstead.From1995to2010,therehavebeen
largegainsinCoreGreenemploment.Duringthistime,CoreGreenemplomentinLosAngelesgrew31percent,adding
approximatel8,200jobs.Despiterecentlosses,theCoreGreenEconomisstilloutperformingtheoveralleconomoftheLosAngelesregionwhichsawaninepercentdeclineinemplomentanda16percentdeclineinestablishments.
EmplomentgrowthinWater&Wastewaterhasdeedtheeffectsofaweakeconom,growing11percentfromJanuar2009
to2010andadding170jobs.AgriculturalSupporthadagaininbothemplomentandestablishmentswhileothersegments
experiencedjobsloss.Reccling&Waste,Air&EnvironmentandEnergEfciencarelargeindustriesintheLosAngelesArea
thatsufferedlossesinbothjobsandbusinesses.Inthelastear,emplomentinthethreesectorscontractedbninepercent.
EnergGenerationaccountsfor25percentofCoreGreenemplomentinLosAngelesandbuckedgeneraltrendsbadding
almost420jobs(a5%growthrate)betweenJanuar2009and2010.Comprising82percentofjobsinEnergGeneration,
Solarisbfarthelargestandoneofthemostprolicsubsegments.Itssevenpercentgainin2010reectstheadditionofmore
than480jobs.Since1995theSolarindustrhasaddedover4,300jobsandalmost280businessestotheLosAngelesregion.
EnergStorageemplomentintheLosAngelesregionisdiversewithpositionsinAdvancedBatteries,FuelCellsaswellasHbridSstems.BetweenJanuar2009and2010EnergStorageexperiencedathreepercentdeclineinjobs.Emploment
inlargersegmentslikeFuelCellsandAdvancedBatteriesremainedrelativelatinthemostrecentear,buthasshownsolid
growthsince1995.Over16ears,AdvancedBatteriesjobsdoubled,andFuelCellemplomentincreasedb19percent.
employmeN t by greeN segmeNt / los aNgeles area
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
30 ,000
20 ,000
0
10 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
40 ,000
+13%
09-10
+11%
+5%
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
los aNgeles area
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core green
0
500
1 ,000
1 ,500
2 ,000
2 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
ADVANCED BATTERIES
FUEL CELLS
OTHER
BATTERY COMPONENTS& ACCESSORIES
UNINTERRUPTIBLE
POWER SUPPLY
HYBRID SYSTEMS
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
employmeNt 26,600 34,800
2,000 2,8003,200 41% -13%
36,000 31% -4%
establishmeNts
0
2 ,000
4 ,000
6 ,000
8 ,000
10 ,000
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
SO LA R
MULTIPLE SYSTEMS
WI N D
HYDRO
ADVANCED BATTERIES
ENERGY CONSULTING
ENERGY MANAGEMENT
BI O M A SS
GEOTHERMAL
M A RI N E & T I D A L
HYDROGEN
RE SE A RC H & T E ST I N G
ACCESSORY EQUIPMENT& C O N T RO LS
perceNt chaNge
1995 2009 20101995-2010
2009-2010
los aNgeles employmeNt
eNergy geNeratioN jobs /los aNgeles area
eNergy storage jobs /los aNgeles area
epd coNsultaNts
WATEr & WATEWATEr
From their headquarters overlooking
the Port of Los Angeles, EPD
Consultants creates sustainable
water systems and solutions. EPD
Consultants designs custom water
reuse systems while providing
expertise in sustainable development
technologies with emphases in
decentralized wastewater treatment
and reuse, green building systems,
watershed planning, storm water
management, aquaculture, agriculture,
and marine systems. Their services
also include feasibility studies, storm
water management, stream and
lake restoration, wetland and pond
landscaping systems as well as civil
engineering for land development,
roadways, drainage, utilities and
public facilities.
www.epd-et.com
core greeN
2 0 1 2 m a n y s h a d e s o f g r e e n 25
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26 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : O R A N G E C O U N T y
WhilemaintainingitstenpercentshareofCaliforniasCoreGreenEconom,OrangeCountexperiencedlossesinboth
jobsandbusinessesbet weenJanuar2009and2010.Duringthatt ime,OrangeCountsawatwopercentdeclineinCore
Greenemplomentandaninepercentdeclineinbusinesses.TheCoreGreenEconomfaredbettercomparedtotheregions
overalleconomwhichsawaninepercentdeclineinemplomentanda16percentdeclineinestablishments.Despiterecentdownturns,OrangeCountsCoreGreenEconomhasexperiencedregulargrowthinalmosteverearsince1995.Overall
morethan6,800jobsand530establishmentshavebeenaddedtotheregionsCoreGreenEconom.
AhistoricallstrongdriverofgrowthinOrangeCountsCoreGreenEconom,EnergGenerationadded120jobsand
expandedbthreepercentfromJanuar2009to2010.AdvancedMaterialsandManufacturing&Industrialarerelativel
smallsegments,buthaveexperiencedhighgrowthinthemostrecentear.EmplomentinAdvancedMaterialsandClean
Manufacturing&Industrialexpandedbsixand44percent,respectivel,overthelastobservable12months,andbothhave
morethandoubledinemplomentsince1995.
EnergEfciencisthethirdlargestgreensegmentinOrangeCount.LikeCleanTransportation,EnergEfciencssmall
overallgrowthobscuresmorednamicaction.Whileresearchandconsultingwerehithard,subsegmentsthatproduceconcrete
goodsseemedtofarebetter.Makingup(intotalnumbers)forthejoblossinresearchandconsulting,SolarAppliances&
Devices,Lighting,andEnergConservationProductsalladdedjobs.Combined,thesethreesegmentsgrew12percentfrom
Januar2009to2010andaddednearl110jobopportunities.
FaringbetterthantheregionsCoreGreenandoveralleconomfromJanuar2009to2010,CleanTransportationexperienced
modestgrowthoflessthanonepercent.However,nominaljobgrowthwithinthesegmentactuallrepresentedmoresubstantial
actionoccurringinitssubsegments.MotorVehicles&Equipment,thelargestsubsegment,experiencedfourpercentjob
growthoverthecourseoftheear.CombinedwithMassTransitEquipment,thetwosubsegmentscompensatedforlossesin
AlternativeFuels.Since1995,CleanTransportationemplomenthasgrownbmorethanafactoroffour.
employmeN t by greeN segmeNt / oraNge couNty
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
10 ,000
15 ,000
5 , 000
0
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRA NSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
20 ,000
+6%
+44%
09-10
+.05%
+1%
+2%
+.03%
+3%
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
oraNge couNty
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employment
-9%
-2%
core green
establishments
t3 motioN, iNc.
CEAn TrAnrTATIn
Considered an innovator of battery
electric vehicles, T3 Motion, Inc. is
a Costa Mesa-based company that
engages in the design, manufacture, and
marketing of personal mobility vehicles
powered by electricity. Founded in 2006,
the companys primary products are
the T3 Series, the CT Micro Car, and the
R3. The T3 Series is an electric stand-up
vehicle (ESV) designed specically for
public and private security personnel
that is powered by a quiet zero-gas
emission electric motor. The CT Micro
Car is a compact, highly energy-efcient,
low-speed vehicle also designed for
public and private security rms. Finally,
the R3 is a brand new two passenger
BEV convertible with the ability to
accelerate to speeds of up to 70 mph and
has a range of 80-100 miles per charge.
T3 Motion is a leader in electric vehicle
innovation in Southern California. Their
commitment to clean energy is evident
in their mission to provide technology
that benets both personal and
professional users and the environment.
www.t3motio.com
Next 10 maNy shades of greeN. Note: The employment increase in 2007 i s due to
a sing le company in Motor Vehic les & Equipment . Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
74%1,2001,40070 0
62%17,80018,20010,900
oraNge couNty employmeNt
0
400
200
600
800
1 , 000
1 , 200
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
MOTOR VEHICLES& EQUIPMENT
ALTERNATIVEFUELS
MASS TRANSITEQUIPMENT
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
0
500
1 ,000
1 ,500
2 ,000
2 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
ENERGY CONSERVATION
CONSULTANT
SOLAR APPLIANCES
& DEVICES
LIGHTING
MACHINERY
OTHER
METERS & MEASURINGDEVICES
ENERGY CONSERVATIONPRODUCTS
ENERGY CONSERVATION
SOFTWAREENERGY RESEARCH
perceNt chaNge
1995 2009 20101995-2010
2009-2010
eNergy efficieNcy jobs /oraNge couNty
cleaN traNsportatioN jobs /oraNge couNty
core greeN
2 0 1 2 m a n y s h a d e s o f g r e e n 27
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28 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : S A N D I E G O R E G I O N
TheSanDiegoRegionisoneofCaliforniasmostvibrant,concentratedcentersoftheCoreGreenEconom.Whiletheregion
accountsforninepercentofthestatestotalemploment,itrepresents12percentofthestatesjobsintheCoreGreen
Econom.FromJanuar2009to2010SanDiegosCoreGreenEconomexperiencedalossofonepercent,butfaredbetter
thantheoveralleconomwhereemplomentfellbvepercent.Thedeclineingreenemplomentoverthecourseofthelast12monthsrepresentsthersttimesince2001thattheregionhasseenretractioninitsCoreGreenEconom.
TheoveralltrendsinemplomentandbusinessgrowthintheSanDiegoRegionwerereectedtovaringdegreesacross
theCoreGreensegments.NotableexceptionstotheoveralldeclineoccurredinCleanTransportation(+28%),Energ
Infrastructure(+9%),Water&Wastewater(+3%),andGreenBuilding(+1%)fromJanuar2009to2010.Thesefour
segmentsaddedacombined260jobswhichhelpedtopartialloffsetthelossesinthemostrecentobservableear.
EnergGenerationcomprises42percentofemplomentinSanDiegosCoreGreenEconom.Althoughsegmentemploment
declinedbonepercentbetweenJanuar2009and2010,theSolarsubsegmentmademodestgains.Solaraddedover50jobs
in2010whichisatwopercentimprovementoverlastear.EmplomentinlargersubsegmentslikeMultipleSstems,Hdroand
AccessorEquipment&Controlsheldsteadoverthelastobservable12months.
BetweenJanuar2009and2010,CleanTransportationemplomentexpandedb28percent.Sincemostothersegmentsexperiencedlossesoronlminorgains,CleanTransportationsjobandestablishmentgrowthwerestrong.Bothsubsegments,
AlternativeFuelsandMotorVehicles&Equipmentexperiencedsignicantemplomentincreases.In2010,AlternativeFuels
addednearl130jobs(+31%)andMotorVehicles&Equipmentaddedalmost50jobs(+22%).
employmeN t by greeN segmeNt / saN diego regioN
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
15 ,000
20 ,000
10 ,000
0
5 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
25 ,000
+3%
09-10
+9%
+28%
+1%
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
saN diego regioN
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1995core green 2009 2010
employmeNt
establishmeNts -10%
-1%
72%
65%
1,200
20,500
1,300
20,800
690
12,400
saN diego employmeNt
perceNt chaNge
1995-2010
2009-2010
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
0
200
100
300
400
600
500
800
700
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
ALTERNATIVE FUELS
M A SS T RA N SI T E Q U I P M E N T
MOTOR VEHICLES &E Q U I P M E N T
LOGISTICS
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
0
2 ,000
4 ,000
6 ,000
8 ,000
10 ,000
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
MULTIPLE SYSTEMS
SO LA R
H YD RO
WI N D
ADVANCED BATTERIES
ENERGY CONSULTING
E N E RG Y M A N A G E M E N T
BI O M A SS
CO-GENERATION
GEOTHERMAL
RE SE A RC H & T E ST I N G
A C C E SSO RY E Q U I P M E N T& C O N T RO LS
circle biodiesel
& ethaNolcorporatioNCEAn TrAnrTATIn
Founded in La Jolla in 2006, Circle
Biodiesel & Ethanol Corporation
develops technology and
manufactures equipment for biodiesel,
ethanol and methane industries
worldwide. At the forefront of the
industry, their patented biofuel
technology includes a suction dredge
system and method. They have patents
pending for extracting oil from algae,
producing human food from Jatropha,
and self-contained biofuel production
and water processing apparatus.
Dedicated to advancing renewable and
sustainable biofuels and food, Circle
Biodiesel & Ethanol Corporation has
created the Zero Waste AlternativeEnergy Village, incorporating algae
production and harvesting, ethanol
and biodiesel production from the
algae fiber and oil, and even methane
from the unprocessed material left
over from operations.
www.ciclebio.com
cleaN traNsportatioN jobs /saN diego regioN
eNergy geNeratioN jobs /saN diego regioN
core greeN
292 0 1 2 m a n y s h a d e s o f g r e e n
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30 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : S A C R A M E N T O A R E A
Since1995,SacramentosCoreGreenEconomhasgrownatafasterpacethaneverotherregioninthestate,represented
ba113percentincreaseinemploment.Inadditiontoitsrapidgrowth,CoreGreenemplomentishighlconcentratedinthe
region,43percenthigherthanthestatewideaverage.Comparedtotheeconomasawhole,growthinCoreGreenemploment
isfaroutpacinggrowthoftotalemplomentintheSacramentoArearecentlandinthelongrun.EmplomentinthetotaleconomfellbfourpercentinthemostrecentobservableearanddeclinedbtwopercentintheCoreGreenEconom.Since
1995,theSacramentoAreahasgainedapproximatel7,700newjobopportunitiesintheCoreGreenEconom.
GreenBuildingandAgriculturalSupportarehighlconcentratedintheSacramentoAreasCoreGreenEconom,with
establishmentshares1.7timeshigherthanthestateaverage.Whileholdingstableinthemostrecentear,GreenBuildinghas
alsostimulatedtheSacramentoAreasgreeneconomwithemplomentgrowingve-foldsince1995.From1995to2010,
therehavebeenover2,500newjobscreatedinAir&Environment,a155percentincrease.
EnergGenerationrepresentsoveraquarteroftheSacramentoAreasCoreGreenemploment.Despitetheslighttwopercent
decreaseinthelastear,emplomentandestablishmentsgrewsubstantiallfrom1995to2010andaddednearl2,800jobs
and130newbusinesses.WithinEnergGeneration,thesolarindustrrepresentsaregionalstrength.Thoughtheindustr s
emplomentfellbsixpercentoverthelastobservableear,Solarmakesupnearl70percentofemplomentinEnerg
Generationandhasnearlquadrupledinemplomentsince1995.
BusinessactivitrelatedtoEnergEfciencproductsandservicesishighlconcentratedanddiverseintheSacramento
Area.WithinEnergEfcienc,Machineraccountsfornearlhalfofsegmentemploment,creatinganinepercentincrease
inemplomentfrom2009to2010andaddingmorethan70newjobopportunities.EmplomentinLightinghasincreased
substantiallinthelongrun,expandingfromonlafewjobsin1995toover220in2010.
employmeN t by greeN segmeNt / sacrameNto area
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
9 ,000
12 ,000
6 ,000
0
3 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
BUSINESS SERVICES
15 ,000 +4%
+18%
+3%
09-10
+2%
+.05%
+13%
Next 10 maNy shades of greeN. Note: The growth in A i r & Envi ronment in 2006 i s due to the creat ion of a sing le companyData Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
sacrameNto area
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EstablishmEnts
employmeNt
core greeN
0
500
1 ,000
1 , 500
2 ,000
2 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
MACHINERY
LIGHTING
OTHER
GLASS
ENVIRONMENTAL
CONSULTING
ENERGY RESEARCH
ENERGY CONSERVATION
PRODUCTS
SOLAR APPLIANCES
& DEVICES
METERS & MEASURING
DEVICES
ENERGY CONSERVATIONCONSULTANT
-8%
-2%
72%
113%
1,000
14,500
1,100
14,700
600
6,800
perceNt chaNge
1995 2009 20101995-2010
2009-2010
sacrameNto area employmeNt
Next 10 maNy shades of greeN. Note: The increase in L ight ing employment in 2001 i s dueto a new company. Dat a Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
0
500
1 ,500
1 ,000
2 ,500
2 ,000
3 ,500
3 ,000
4 ,000
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
SO LA R
MULTIPLE SYSTEMS
WI N D
ACCESSORY EQUIPMENT& C O N T RO LS
ENERGY MANAGEMENT
GEOTHERMAL
HYDRO
BI O M A SS
ENERGY CONSULTING
eNergy efficieNcy jobs /sacrameNto area
eNergy geNeratioN jobs /sacrameNto area
autocell
electroNics, iNc.EnErGy EffICIEnCy
From their corporate headquarters
in Sacramento, AutoCell Electronics
has specialized in the design and
manufacture of high quality energy
efficient light bulbs and LED lights
since 2000. Their main product is the
compact fluorescent lamp (CFL) which
is designed to replace incandescent
light bulbs. Compact fluorescent
lamps give the same amount of
visible light while using only a fifth
of the power it would take to light
a normal light bulb. They are also
designed to last eight to 15 times as
long as a normal light bulb and do not
generate as much heat. In addition
to selling CFLs, AutoCell Electronics
supplies its customers with products
ranging from indoor and outdoor light
fixtures, high-wattage light bulbs,
and other energy saving devices
such as electronic digital timers and
water conserving showerheads. All
of AutoCells products come with the
ENERGY STAR label and are available
for residential, commercial, and
government users.
www.autocell .et
core greeN
312 0 1 2 m a n y s h a d e s o f g r e e n
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32 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : I N L A N D E M P I R E
Since1995,theInlandEmpirehaswitnessedsteadgrowthintheCoreGreenEconom.Representingeightpercentofthe
totalCaliforniaCoreGreenEconom,regionalgreenemplomentexpandedb43percentsince1995andaddednearl3,900
newjobs.However,liketherestofthestate,theregionexperiencedthelossofjobsandestablishmentsbetweenJanuar2009
and2010.Harderhitthanmanotherregions,theInlandEmpiresawasevenpercentdeclineinCoreGreenemplomentwhiletotalemplomentintheregionfellbvepercent.
TheriseandfallofspecicgreensegmentswithintheInlandEmpireseemstobemovingcontrartothatofotherregions.Air
&Environment,downinalmosteverotherregion,wasoneoftwosectorsintheregiontoseegrowthbetweenJanuar2009
and2010.CleanTransportationemplomentinchedupin2010andhasexpandedb69percentsince1995,drivenprimarilb
growthinAlternativeFuelsandMassTransportationEquipment.
Air&EnvironmentisoneofthelargestsegmentsintheInlandEmpire.BetweenJanuar2009and2010thesegmentgrew
fourpercent,adding80jobstoanotherwisedecliningjobmarket.Additionall,allsubsegmentswithinAir&Environmentgrew
inthemostrecentear.EnvironmentalConsultingexpandedbtwopercent,EmissionsMonitoring&Controlsawanuptickin
jobsoffourpercent ,andEnvironmentalRemediationincreasedb16percent .
Experiencingatwopercentdeclineinemploment,EnergGenerationwasmostlabletoholditsground,maintainingorgainingjobsintwo-thirdsofsubsegments.EnergGenerationintheInlandEmpireiscomprisedmostl(84%)ofSolar.
WhilethelasttwoearsbroughtmodestdeclinestotheSolarsubsegmentintheInlandEmpire,theindustrhasgrown159
percentsince1995,addingalmost1,800jobs.EmplomentinWindestablishmentsgrewin2010bvepercentandexpanded
b24percentsince1995.
employmeN t by greeN segmeNt / iNlaNd empire
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
9 ,000
12 ,000
6 ,000
0
3 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
ENERGY INFRASTRUCTURE
CLEAN TRANSPORTATION
AGRICULTURE SUPPORT
ADVANCED MATERIALS
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
15 ,00009-10
+.05%
+4%
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
iNlaNd empire
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employment
core green
establishments
worldwide
eNviroNmeNtalsolutioNs, iNc.EnErGy GEnE rATIn
Founded in 1993, Worldwide
Environmental Solutions (WES Tech)
is an environmental engineering
company that has developed a new
technology to capture greenhouse
gases from organic waste and
convert the emissions into clean,
renewable energy. WES Technology
is a combination of a mechanical and
biological process that is considered
first in the world. This technology is
patented for organic waste-to-energy
and qualified as a Clean Development
Mechanism under the Kyoto Protocol.
The three day process is self-
sufficient and produces the natural
gas requirement out of methane gas
collected from the organic waste.
In addition to marketing their
technology, WES Tech provides services
in system designs and engineering,
fabrication, construction, compliance
and permitting, project management,
environmental consulting, and
technical services.
www.wesglobal.et
-9%
-7%
87 %
43%
1,100
12,800
1,200590
13,7008,900
iNlaNd empire employmeNt
perceNt chaNge
1995 2009 20101995-2010
2009-2010
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
0
500
1 ,000
1 ,500
2 ,000
2 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
ENVIRONMENTAL
CONSULTING
CLEANUP & SAFETY
OTHER
EMISSIONS
MONITORING
& CONTROL
ENVIRONMENTAL
REMEDIATION
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.
Analysi s: Col laborat i ve Economics
0
500
1 , 000
1 , 500
3 ,000
2 ,500
2 ,000
4 ,000
3 ,500
199519
9619
9719
9819
9920
0020
0120
0220
0320
0420
0520
0620
0720
0820
0920
10
SO LA R
WI N DBI O M A SS
ENERGY MANAGEMENT
MULTIPLE SYSTEMS
HYDRO
GEOTHERMAL
ENERGY CONSULTING
ACCESSORY EQUIPMENT& C O N T RO LS
eNergy geNeratioN jobs /iNlaNd empire
air & eNviroNmeNt jobs /iNlaNd empire
core greeN
332 0 1 2 m a n y s h a d e s o f g r e e n
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34 R E G I O N A L D I S T R I B U T I O N A N D T R E N D S : S A N J O A Q U I N V A L L E y
Althoughslowingblessthanfourpercentinthemostrecentear,theSanJoaquinVallesCoreGreenEconomexpanded
b22percentfrom1995to2010.Meanwhile,inthelastear,emplomenttrendsintheCoreGreenEconomcontractedfour
percent,reectingoveralltrendsintheregionstotaleconom.Thelast16earsproducednearl1,900jobsandover320new
businessestablishmentsintheregionsCoreGreenEconom.
Reccling&WasteandManufacturing&IndustrialarehighlconcentratedandrepresentimportantspecializationsintheSan
JoaquinVallesCoreGreenEconom.Reccling&Wastewasresponsiblefor21percentofCoreGreenemplomentinthe
SanJoaquinVallein2010.Inthelastear,emplomentopportunitieshaveremainedstable,andemplomentinthissegment
grew31percent(510jobs)from1995to2010andestablishmentsgrew25percent(addingnearl60establishments).
Manufacturing&IndustrialemplomentcomprisesamodestshareoftheregionsCoreGreenemploment,butithasincreased
nearlve-foldinemplomentsince1995.
EmplomentinEnergGenerationincreasedbthreepercentinthelastear,addingnearl100newjobsregionall,andb126
percentoverthelongterm.SolarandWindaccountforthemajoritofjobgrowth.Solaremplomentexpandedbsixpercentin
2010andrepresents61percentofsegmentemploment.JobsinWindheldsteadin2010andincreasedb52percentover
thelast16earperiod.
EmplomentandbusinessesinCleanTransportationtripledfrom1995to2010.Despitecontractinginthemostrecentear,
subsegmentsexperiencedlargegainssince1995.Alternativefuelemplomentrepresentsoverthree-quartersofClean
TransportationemplomentintheSanJoaquinValleandgrew294percentfrom1995to2010.JobsinMotorVehicles&
Equipmentexpandedb51percentsince1995.
employmeN t by greeN segmeNt / saN joaquiN valley
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
8 ,000
10 ,000
6 ,000
0
4 ,000
2 ,000
AIR & ENVIRONMENT
ENERGY GENERATION
ENERGY EFFICIENCY
RECYCLING & WASTE
WATER & WASTEWATER
ENERGY STORAGE
GREEN BUILDING
FINANCE & INVESTMENT
RESEARCH & ADVOCACY
CLEAN TRANSPORTATION
AGRICULTURE SUP PORT
CLEAN MANUFACTURING &
INDUSTRIAL
BUSINESS SERVICES
12 ,000
+7%
09-10
+3%
+.02%
Next 10 maNy shades of greeN. Note: The employment reduct ion in Water & Wastewater from 2001 to 2004 i s due to publ ic ut i l i ty employment reduct ionData Source: Green Estab l i shment Database. Analysi s: Col laborat i ve Economics
saN joaquiN valley
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employment
core green
establishments
Next 10 maNy shades of greeN. Data Source: Green Estab l i shment Database.Analysi s: Col laborat i ve Economics
electric vehicles
iNterNatioNalCEAn TrAnrTATIn
Headquartered in Stockton, Electric
Vehicles International (EVI) is a
leading manufacturer of alternative
energy vehicles specializing in battery
electric vehicles (BEV) and range
extended electric vehicles (REEV)
for multiple applications covering
a dive