Rebranding is always a tricky exercise, but for one field of technology 2013 will be the year when its proponents need to bite the bullet and do it. That field is alternative energy. The word “alternative”, with its connotations of hand-wringing greenery and a need for taxpayer subsidy, has to go. And in 2013 it will. “Renewable” power will start to be seen as normal.
Wind farms already provide 2% of the world’s electricity, and their capacity is doubling every three years. If that growth rate is maintained, wind power will overtake nuclear’s contribution to the world’s energy accounts in about a decade. Though it still has its opponents, wind is thus already a grown-up technology. But it is in the field of solar energy, currently only a quarter of a percent of the planet’s electricity supply, but which grew 86% last year, that the biggest shift of attitude will be seen, for sunlight has the potential to disrupt the electricity market completely.