Windwashing or energy revolution?


WindMade is the first global consumer label
identifying organisations and products that use wind power
in their operations or production

We need an energy revolution not a new branding campaign that replicates Fair Trade Coffee by adding value to a product in a niche market. We are not trying to make renewable energy the Fair Trade Coffee of energy production (value added niche market); we're trying to make it the coffee that hundreds of millions of people drink everyday.

Like the organic label and the Fair Trade label this looks likely to only further product differentiation rather than changing the relationship of mass market production/consumption of energy.