Alternative energy consultants tell us that the change away from the petroleum-driven economy and society will not, on the whole, be a smooth one. The amount of new technology and extensive infrastructure that are needed to make the transition possible is staggering. Alnd these very same alternative energy consultants urge us not to under-estimate the urgency of beginning sooner rather than later.

Some countries are doing better than others in the alternative energy stakes. Germany, for instance, is powering in excess of 10% of the nation's energy needs with wind turbines and solar arrays. However, many other countries have made a promising start, but urgently need to increase the momentum by putting forward more ambitious plans of action.

Incentives such as tax breaks and rebate incentives being offered by some governments to developers are encouraging a small, but significant, number of corporations to get involved and help drive the alternative energy thrust started by many smaller enterprises and individuals.

It is patently obvious that:

	these fuels are on the brink of becoming too expensive
	digging for them is disrupting the natural environment
	burning them is polluting the atmosphere
	carbon overload is causing climate change and dramatic changes in weather patterns

We, as nations,  have not been  proactive  enough  about  putting alternative/renewable energy research, development and production at the top of the national agenda.  Now there is a mad scramble to catch-up as access to cheap crude oil as well as the dire environmental consequences of our present way of life dictate a rapid growth in alternative energy production.

These consultants also tell us that it is imperative that a  combined multilateral, international effort is initiated immediately to lead the way away from our almost total dependence on fossil fuels.

According to some statistics we don't have many years left of reasonably cheap oil and gas—and some consultants caution that within 20 years or so, we had better be at least 90% independent of fossil fuels. The erratic flutuations in the price of crude oil where prices reached over $150 a barrel is driving this point home and sounding the death knell of the beginning of the end of the fossil-fuel driven society.  At the same time, the dramatic changes in the world-wide economic landscape attending the present economic down turn has seen many multinational banks, financial institutions and corporations fail. At this stage in 2009, the economic future is uncertain with many industries and financial institutions struggling to survive or going into receivership or declaring bankrupcy. It remains to be seen how things will turn out when the dust settles.  What is clear though is that the old ways don't work well anymore and new responses are being demanded.

By the same token, alternative/renewable energy production or green energy needs to embrace much more dynamic and forceful advertising and promotional strategies to convince the ordinary citizens of the world that "green" energy is the way forward and that, as a world community, we need to put pressure on governments, policy makers and opinion makers to push forward with the renewable energy programs everywhere.

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