To steal a phrase from The Minimalists (check them out if you haven’t already) I wanted to start living a more deliberate life, one with purpose and meaning.
I wanted to make a meaningful impact on the world. I wanted to leave this planet knowing that I have made a contribution.
Having worked in the advertising industry for over a decade I was becoming disillusioned with it.
Problems in society were getting worse. The financial crash and political decisions, such as austerity, were squeezing families to breaking point. And I saw advertising (and consumerism generally) as part of the problem, certainly making the situation worse, not better. It was making the poor poorer and the rich richer.
I had an idea which would give the commerce of business an opportunity to do something positive. Using advertising as a force for good.
I didn’t have an answer to cure poverty but I had an idea that could help us tackle the big challenge of our time, namely climate change.
Tackling climate change is a global challenge. The implications for not acting are great and we all need to do our bit. And I believe my business has the potential to help in a small way. Helping us get to a cleaner, greener future, quicker.
It was during a secondment at the Scottish Government, where the first seed of an idea started to germinate. I could foresee the future for e-mobility and EVs in particular, however at that stage (2013) the barriers to mass-adoption were still a very real problem.
I spotted an opportunity for business and marketing to help with the mass adoption of EVs. The growth of the charging infrastructure wasn't sufficient to support the ambitions of a zero carbon future and it was too much to ask the public sector to fund alone. My idea was a way to get the private sector involved.
My solution was to create EV chargers that are also digital advertising displays. My theory was by making the units dual-purpose, you can open up a revenue stream, which makes them commercially viable as a business. Better still the revenue could cover the cost of the electricity making it free for the end user (EV driver) to charge, thus furthering the appeal of buying an EV.
My vision was that advertisers could help build the charging infrastructure to enable mass adoption of electric vehicles.
My belief is that e-mobility is the future of transportation. Battery technology is advancing so fast that very soon EVs will have the same range (if not longer) than a tank of fuel. EVs will also usher in the era of full automation and self-driving vehicles. This will bring challenges, such as loss of jobs, but will ultimately make the roads safer and new possibilities will come out of human endeavour.
We are standing at a crossroads in the evolution of personal travel as we know it. The replacement of Internal Combustion Engine (ICE) vehicles with EVs, along with advances in renewable energy generation and smart Vehicle to Grid (v2g) technology will lead to a cleaner, greener future.
Political consensus and new legislation is driving the change and the car and oil industry must adapt to succeed in this new world. Some car manufacturers have been slow to the party, but most are now getting onboard and releasing numerous models of EVs.
My company is helping pave the way to a cleaner, greener future. E-mobility in personal transportation will be the start of e-mobility in all modes of transport, this will put a large demand on the electricity grid, as our need for energy increases.
I’m hopeful that this will force governments to invest more into renewable energy generation such as wind, solar, wave and tidal. We will then hopefully be on our way to saving this wonderful planet of ours.
Posted by Dan Gilmore, Founder and Managing Director