Fleishman-Hillard’s Sustainability blog publishes a daily roundup of compelling stories from traditional media and blogs that straddle the nexus of sustainability, energy policy, and corporate social responsibility. Inclusion of stories does not translate into endorsement of any particular opinion or technology over another.

Electrification Coalition says U.S. would “benefit substantially from plug-in vehicles (via AutoblogGreen)

The U.S. economy would greatly benefit from wide-scale implementation of plug-in electric vehicles, says a new economic impact study.

China: low carbon sources to supply quarter of electricity by end of 2010 (via BusinessGreen)

The Chinese government revealed statistics showing low carbon energy sources will account for more than 25 percent of the country’s energy supply by the end of 2010.

US Navy sets course for “great green fleet” (via BusinessGreen)

The U.S. Navy has announced an energy manifesto with five sustainability targets to reduce its carbon footprint and reliance on foreign oil.

GE makes LED replacement for 40-watt bulb (via CNET’s Green Tech)

General Electric has developed an LED replacement for the standard incandescent light bulb. The LED version will last 17 years and use much less energy, but will cost $40-50 per bulb.

Wind Industry Reports Record Growth in 2009 (via GreenTech Media)

The U.S. added 10,000 MW of new wind power in 2009, bringing the total to 35,000 MW overall. Wind was second in new electricity generation, with 39 percent of new power sources added to the grid.

Drought turns southern China into arid plain (via The Guardian)

A drought has turned a formerly-lush area of southern China into an arid desert, raising concerns about climate change and hopes geoengineering can resolve the situation.

Poll shows climate change not a big issue for voters in 2010 elections (via The Hill’s E2-Wire)

Environmental issues, including global warming, are the lowest ranked of seven topics on voters minds heading into the 2010 elections, according to a new poll.

Austin Seeks a New Blueprint for Power Utilities (via New York Times)

A $10 million smart grid grant from the U.S. Department of Energy is fueling a fundamental shift in energy efficiency, conservation, renewable power and distributed generation in Austin, Texas.

Connecticut Mulls Rollback on Clean Energy (via New York Times’ Green Inc.)

A measure to reduce Connecticut’s state renewable portfolio standard (RPS) is being considered in the state legislature. If passed, the state would half its goal of 20 percent renewable energy by 2020

Forestry to have big role in U.S. carbon plan (via Reuters)

Domestic deals to convert land into forest and preserve existing tree stands could supply 60 percent of available offsets in any U.S. cap-and-trade plan, says one researcher.

U.N. climate talks resume, scant chance of 2010 deal (via Reuters)

International climate negotiators are meeting for the first time since the Copenhagen summit concluded, but chances are low for reaching a legally binding deal in 2010.

U.S. climate communiqué (via Washington Post’s Post Carbon)

The U.S. government has released its thoughts on upcoming U.N. climate talks in its draft Fifth National Communication to the U.N. Framework Convention on Climate Change.

Wildlife Group Identifies the Planet’s Most Endangered Species (via Yale’s Environment 360)

The Wildlife Conservation Society has identified the dozen species most in danger of extinction across the globe. Overall, more than 3,200 plant and animal species are “critically endangered.”

Fleishman-Hillard’s Sustainability blog publishes a daily roundup of compelling stories from traditional media and blogs that straddle the nexus of sustainability, energy policy, and corporate social responsibility. Inclusion of stories does not translate into endorsement of any particular opinion or technology over another.

Global conference rejects bans on trade in bluefin tuna, polar bear (via Washington Post)

Delegates at the United Nations Convention on International Trade of Endangered Species of Wild Fauna and Flora (CITES) have rejected proposed restrictions on trade in polar bears and Atlantic bluefin tuna.

Report says China is squeezing U.S. firms out of its massive wind-power market (via Dallas Morning News)

A new report finds that U.S. wind energy companies are being squeezed out of the Chinese market by a combination of preferential state rules, even as Chinese companies expand their U.S. footprint.

Wyo.’s Crash Program to Develop ‘Green’ Coal (via New York Times)

Wyoming has developed regulatory programs to develop green coal technologies to sustain its coal industry, the nation’s largest

Renewable Energy Investment May Reach $200 Billion in 2010 (via BusinessWeek)

Global renewable energy investment may rise by up to 23 percent this year as government stimulus funds are expended on clean energy technology.

Udall seeks tax credits for ‘community solar’ projects (via The Hill’s E2-Wire)

Legislation has been proposed in the U.S. Senate that would help individual homeowners pool their resources to purchase community solar energy systems.

Paper giant Weyerhaeuser joins USCAP (via The Hill’s E2-Wire)

Wood and paper products manufacturer Weyerhaeuser has joined the United States Climate Action Partnership (USCAP) group to help push for federal climate legislation.

Has the recession been good for clean energy? (via Financial Times’ Energy Source)

Clean tech U.S. patent filings rose to their highest-ever level in the last quarter of 2009, suggesting the industry may not be suffering from the global recession as much as predicted.

Aluminum Maker Eyes Solar Industry (via New York Times’ Green Inc.)

A new type of solar power technology has been unveiled by aluminum manufacturer Alcoa. The new technology replaces glass with reflective aluminum and may lower solar energy’s cost.

Toshiba says good-bye to incandescent era (via CNET’s Green Tech)

Japanese electronics manufacturer Toshiba announced it will no longer produce incandescent light bulbs and will transition to LED products.

EPA to study natural-gas drilling’s effect on water (via Washington Post)

The U.S. Environmental Protection Agency announced it will study how drinking water supplies are affected by hydraulic fracturing, the method used to release natural gas from shale rock formations.

Is the Senate Climate Proposal All That Different From The House Bill? (via The New Republic’s The Vine)

According to the most recent details released about the pending Senate climate bill, the new legislation may not be that different from climate legislation the House of Representatives passed in 2009.

Renewable energy technology threatened by rare earth metal shortage (via Power-Gen Worldwide)

The U.S. may face a shortage of rare earth materials in the near future, according to a House of Representatives hearing. This may hinder next generation renewable energy technology advances.

Underwater Cable an Alternative to Electrical Towers (via New York Times)

 Several companies have successfully employed underwater cables as an alternative to siting new controversial transmission lines needed to stimulate renewable energy resources.

Global warming changes natural event: first causal link (via New Scientist)

The emergence of the common brown butterfly has established a causal link between climate change and the timing of a natural event for the first time.

Photo from Shark Truth, a campaign to find alternatives to shark fin soup

A couple of weeks ago, I saw an interesting post from The Atlantic magazine come across Facebook. It was titled provocatively, “Is it okay to eat an inhumane meal if it’s traditional?”

The substance of the article was about the enjoyment of shark’s fin, which is a popular and controversial delicacy across Asia. The fins are procured in a process called “finning,” where fishermen cut them off and toss the sharks helplessly back in the ocean to die.

While not of the same magnitude at all, this reminded of an e-mail my mom sent me recently about LED Christmas lights. A proponent of the traditional, she, like many people, doesn’t think the new, energy efficient lights have the same fun holiday spirit as the antique lights of the past. And she doesn’t appreciate being made to feel bad about her preference.

Through our world’s history, changes in tradition have often been driven by societal pressure. Today, much of that pressure comes from the sustainability/social responsibility movement. When we talk about sustainability, our messages often hinge on morality—or guilt. By making “good” choices, you help save the world. And by making “bad” choices, you hurt the world. So, does guilt work?

In a word: Yes.

But maybe it’s not that simple.

Scientists, psychologists and marketers have been studying the effects of emotions on consumers for a long time. Not surprisingly, they play a huge role in the decisions we make.

In a research described in The New York Times earlier this year, scientists found that consumers who were once reacting with desire for expensive handbags now look upon the same products with something like repulsion—because the recession has conditioned them to feel guilty for considering something so expensive but non essential to their lives.

Many retailers see shame as an impediment to economic recovery. People don’t feel bad just about buying handbags. They feel bad about buying anything.

Researchers have even found that fear and guilt are more motivating than any other message, including hope.

“Making people feel good is less important than making people feel accountable when it comes to making wise decisions about self-protection,” wrote Kirsten A. Passyn of Salisbury University and Mita Sujan of Tulane University in the March 2006 issue of the Journal of Consumer Research.

But there is evidence that guilt gets its power from being different. The more people hear guilt-driven messages, the more savvy and skeptical they become. In essence, perhaps the more we play the “guilt card,” the less it works.

So, my question is: What role should guilt play in our advocacy of sustainability? Do we stand the best chance of success by making people feel accountable for their actions. Or, in the end, will guilt only turn people off?

What do you think?