Green Jobs Report For CA - Next 10

BUSINESS SERVICES
M A N U FA C T U R I N G & I N D U S T R I A L
A D VA N C E D M AT E R I A L S
T R A N S P O R TAT I O N
FINANCE & INVESTMENT
AIR & ENVIRONMENT

E N E R G Y G E N E R AT I O N
R E C Y C L I N G & WA S T E
E N E R GY E F F ICI E N CY
MANY
SHADES
GREEN
D I V E R S I T Y A N D D I S T R I B U T I O N O F C A L I F O R N I A' S G R E E N J O B S
DEC.
09
WAT E R & WA S T E WAT E R

GREEN BUILDING
A G R I C U LT U R E
E N E R GY STO R AG E
E N E R GY I N F R A ST R U CTU R E
R E S E A R C H & A DVO CACY
Next 10 is an independent nonpartisan organization that
educates, engages and empowers Californians to improve
the state’s future.
Next 10 was founded in 2003 by venture capitalist and

philanthropist F. Noel Perry. Next 10 is focused on innovation
and the intersection between the economy, the environment,
and quality of life issues for all Californians. We provide
critical data to help inform the state’s efforts to grow the
economy and reduce global warming emissions.
This report serves as a companion to Next 10’s California

Green Innovation Index, and the analysis presented herein
builds on the green business analysis published in the
Index since 2008. The Index tracks California’s progress in
reducing greenhouse gas emissions, implementing innovative
public policy, generating technological and business
innovation, and growing businesses and jobs that enable
the transformation to a more resource-efficient economy.
PREPARED BY: Collaborative Economics PRODUCED BY: Next 10 Business Case Studies
Doug Henton Tiffany Furrell Prepared by:
F. Noel Perry
John Melville Matthew Mesher Somerset Perry
Sarah Henry
Tracey Grose Jonathan Bergquist Marcia E. Perry
DESIGNED BY:
Dean Chuang Ashok Krishna Sonali Biddiah
Chen Design Associates
Gabrielle Halter Bridget Gibbons
Dear Friend,
During this period of global economic challenges, California’s economy is transforming as new
opportunities emerge. In response to volatile energy costs and the need to promote energy
efficiency, California’s households and businesses are finding new ways to save money and
conserve resources, and our innovative business community is finding new opportunities in
providing the products and services we need to accomplish these goals.
In response to the lack of reliable information on the growing green economy, Next 10 has
commissioned the development of a systematic approach for identifying companies, and the
jobs associated with them, that are providing the means for reducing pollution, harnessing
clean energy sources and minimizing environmental impacts — the Core Green Economy.
Next 10’s Many Shades of Green: Diversity and Distribution of California’s Green Jobs uncovers
this new economic growth taking place across the state in the form of business and job
generation. While the data underlying this analysis extend only to the very beginning of the
current economic slowdown, it is noteworthy that the job growth in the Core Green Economy
exceeded the broader economy from January 2007 to 2008 and over the long-term. From 1995
to 2008, jobs expanded 36 percent in green businesses and only 13 percent overall. Just from
2007 to 2008, green jobs grew five percent while total jobs dropped nearly one percent.
California’s leadership in technology and business innovation as well as public policy

innovation has fueled this growth in the state’s green economy and will determine its
sustained success. Through implementation of standards, incentives and funding directed
to vital research and development, state policy makers have created market certainty and
spurred the application of new clean “green” energy technology.
As a result, California is at the forefront of a wide range of green technologies. Many of

our state’s companies already enjoy success in markets outside the U.S. where energy and
resource policies are more reflective of real global constraints. As U.S. policies catch up,
new domestic markets will open for California’s green companies. While green jobs alone
will not solve the state’s current unemployment challenges, over time these jobs could
become a larger portion of total jobs in the state.
California’s green businesses are diverse, located across the state and offer a very broad
array of occupational opportunities. This means that as markets grow for the vital
products and services offered by these green companies, Californians will benefit from
new job opportunities and energy savings through improved efficiency as we make use of
these products ourselves.
For decades, California has been at the forefront of innovative public policy and technological
advance. As our public policies develop in forward-looking ways, we lay the groundwork for
enabling the growth of forward-looking, and therefore highly competitive, businesses that can
become global market leaders. The state’s experience illustrates that smartly crafted incentives
and regulations can spur a flourishing market for products and services that help households
and businesses attain our urgent environmental goals. Given the current economic crisis,
these lessons take on new meaning. The resulting prosperity is economic, environmental
and broad based.
man y shades o f g r een
Sincerely,
F. Noel Perry
Founder, Next 10
1
CORE GREEN CALIFORNIA
ECONOMY
EMPLOYMENT
FROM 117,000
FACTS
TO 159,000
2.4% AVERAGE ANNUAL GROWTH RATE
1995–2008
TOTAL
BIOTECH EMPLOYMENT
JOBS
FROM 48,000
FROM 15,910,000
TO 52,000
0.6% AAGR
TO 18,027,000
SOFTWARE
JOBS
FROM 118,000
TO 228,000
5.2% AAGR
POPULATION
FROM 31,712,000
TO 38,293,000
GROSS
Pa r t I I I : Regi o na l D ist r ib u ti o n
DOMESTIC PRODUCT
(2008 INFLATION ADJUSTED DOLLARS)
FROM $1.3 TRILLIO N

TO $1.8 TRILLION
2 Data Source: California Department of Finance; National Establishments Time Series data; Green Establishment Database; Bureau of Economic Analysis, U.S. Department of Commerce
Contents
Highlights 4
Part I: What do we mean by the Green Economy? 5
Part II: California’s Core Green Economy 9
The Subsegments 12
The Value Chain: Research & Development, Manufacturers, Suppliers, Service Providers 14
Occupations in the Core Green Economy: Earnings and Education & Training Requirements 16
Part III: Regional Distribution and Trends 19
Total Core Green Economy 20
Energy Generation 22
Energy Efficiency 24
Green Transportation 26
Water & Wastewater 28
Air & Environment 30
Appendix 32
Endnotes 32
3
Highl ights
California is home to many companies that are driving technological advance in products
and services that will enable the entire economy to transition to clean energy sources,
improve resource efficiencies and reduce pollution.
California’s green economy is growing, diverse and distributed across the state.
_B etween 1995 and 2008, green businesses increased 45 percent in number. Employment in these businesses grew 36 percent
while total jobs in the state expanded only 13 percent. Even in rural areas with a smaller economic base, green jobs are growing
faster than the overall economy. Just between 2007 and 2008, green jobs grew five percent while total jobs dropped one percent.
_T he Sacramento Area led the pack with job growth of 87 percent, followed by the San Diego Region (57%), Bay Area (51%),
and Orange County and Inland Empire (50%).
_The agricultural regions of the San Joaquin Valley and Sacramento Valley grew robustly at 48 and 41 percent respectively.
Different regions have different specializations that are building off of existing strengths
that relate to the growing fields of green industries.
_T he Bay Area is home to 7,000 jobs in Energy Generation and has the highest employment concentrations in Energy
Research, Hydrogen and Energy Consulting. San Diego is strong in multiple areas and top in Co-Generation technologies and
Accessory Equipment & Controls. The San Joaquin Valley has the highest concentration of jobs in Wind, and the North Coast
and Sacramento Area, in Geothermal. The Sacramento Valley is the hot spot in Biomass with employment shares more than
fifty-times the state average.
_G reen Transportation (vehicles, parts and clean fuels — but not feedstock production) is strongly represented in Orange
County and the Los Angeles Area. The San Diego Region and Orange County have grown exceptionally, and both regions
reflect strong degrees of specialization in vehicles and parts as well as clean fuels. San Joaquin Valley and Inland Empire
have high concentrations in clean fuel production.
_In Energy Efficiency, Orange County is strong across many areas. The North Coast is highly specialized in Energy
Conservation Consulting and the Central Coast, in related software.
_In terms of employment size and concentration, Los Angeles is the state leader in Energy Storage and in Recycling & Waste.
Green Across the Value Chain: California’s Core Green Economy consists largely of high-value
services and manufacturing and also enjoys a strong base of research and development in
multiple fields.
_S ervices account for 45 percent of all jobs in California’s Core Green Economy, and the largest portion in
Environmental Consulting.
_M anufacturing represents 21 percent of all green employment and grew 19 percent between 1995 and 2008. Half of all
Manufacturing jobs are split across the two segments, Energy Efficiency and Energy Generation, where they represent
44 and 30 percent respectively.
_G reen Transportation, Energy Generation and Air & Environment account for the largest numbers of private sector jobs at green
Research & Development facilities. Advanced Materials is relatively small in total employment, but 42 percent is in R & D
facilities and in Green Transportation, 20 percent.
occupational opportunity: Jobs in the green economy offer opportunities across the spectrum of skills levels and earnings
potential. For the most part, the jobs in the Core Green Economy represent occupations that already exist but are in new demand such
H I G H LI G H TS
as Electricians or are seeing an expansion of skills and tasks such as Operations & Building Managers. Also, entirely new occupations
are emerging such as Fuel Cell Technicians and Energy Auditors.
4
Part 1
what do
we mean by
the green
economy?
The Core Green Economy provides the products and
services that enable the transformation toward a
cleaner, more efficient, and more competitive economy.
g r een j o bs r ep o r t
5
T h e ec o n o m y c o n s i s t s o f m a n y
di f f e r e n t ac t o r s s uc h a s
h ou s e h o l d s , b u s i n e s s e s , a n d p u b l ic
e n t i t i e s l i k e s c h oo l s , t r a n s i t
sys t e m s a n d o t h e r s e r v ic e s .
All these actors make decisions about the things they purchase and
produce and the manner in which they conduct their activities. Globally
the demand is rising for vital resources, like energy and fresh water, as the
world’s population grows and the standard of living in developing countries
rises. Add into that equation volatile fuel costs and the real impacts of
climate change such as diminishing sources of fresh water, threatened
coastlines and changing weather patterns, the impetus has arrived for a
transformation of the economy away from one based on fossil fuels and
waste to one based on clean fuels and the efficient use of all resources.
For example, the volatility of fuel prices in the recent years has driven
Pa r t I : what d o we mean b y the g r een ec o n o m y ?
consumers — business, households and the public sector alike — to seek

out cheaper alternative means of transportation and new methods for fuel
conservation. These actions not only reduce overall consumption of scarce
resources, they also help stimulate new markets and economic opportunity.
In addition, public incentives and new regulations help spur innovation and
the growth of new markets by lowering the cost of cleaner alternatives and
increasing the cost of harmful fuels, products and practices. Likewise, the
lack of sustained political commitment and accessible project funding will
hamper growth.
6
As the economy shifts away from its dependence on _Provide alternatives to carbon-based energy sources
carbon-based energy and toward clean(er) alternatives and
_Conserve the use of energy and all natural resources
improvements in efficiency, new market demand is created for
_Reduce pollution (including GHG emissions) and
products and services that conserve resources. Households,
repurpose waste
businesses and the public sector end up saving money
otherwise spent on energy which they can invest in purchasing The Core Green Economy is broken down into fifteen segments.
capital upgrades or hiring new employees. This transformation The broad scope of these segments reflects the many different
of the economy away from carbon also yields increased factors associated with mitigating the sources and impacts
environmental and economic resilience which translates into of climate change. These segments were based originally on
improved competiveness for a company as well as an economy. the cleantech segments defined by the Cleantech Network;
however, while Cleantech’s focus is on new technology, the
The changes taking place in the economy at present can
definition of the Core Green Economy is broader in order to
be viewed in multiple layers. On one level, businesses are
encompass all products and services that meet the criteria
reexamining their processes to find ways of conserving
described above.
resources in an effort to reduce costs or in anticipation of
pending regulatory changes. On another level, increasingly The lack of standardized industry data with information on
businesses are starting up founded on principles of “green” products, services and occupations has resulted in the
sustainability by which their products are developed with development of multiple approaches to defining “green jobs” and
consideration for the entire product lifecycle. the green economy. The definitions vary largely depending upon
the underlying data. Some approaches focus on the activities of
At the core of these developments are the businesses in the
occupations and are based on job postings or employer surveys.
third layer which provide the products and services that enable
Other approaches focus on businesses that operate in a “green”
the green transformation across the entire economy (e.g. other
manner regardless of the end products and services they sell.
businesses, households, schools, etc.). This is called the “Core
While different approaches are valid and contribute different
Green Economy,” and it consists of businesses that provide
perspectives on changes under way, the approach presented

products and services that do the following:
in this report represents the most comprehensive analysis of
businesses and jobs in the emerging green economy.
7
Th e Fift een Segm ents of the Core Gre e n Economy
GREEN SEGMENT DESCRIPTION
• Renewable energy generation (all forms of solar, wind, • Renewable energy consulting services
geothermal, biomass, hydro, marine & tidal, hydrogen, • Research & testing in renewable energy
Energy Generation co-generation)
• Associated equipment, controls, and other management
software and services
• Energy conservation consulting and • Energy efficiency research

engineering services • Energy efficiency meters & measuring devices
Energy Efficiency • Building efficiency products and services
• Alternative energy appliances (solar heating,
lighting, etc.)
• Alternative fuels (biodiesel, hydrogen, algae and • Motor vehicles & equipment (electric, hybrid, and
Transportation biowaste-based ethanol and feedstock-neutral natural gas vehicles, diesel technology)
infrastructure)
• Advanced batteries (Li-Ion, NiMH) • Fuel cells

Energy Storage
• Battery components & accessories
• Emissions monitoring & control • Environmental remediation

Air & Environment • Environmental consulting (environmental engineering,
sustainable business consulting)
• Consulting services • Recycling machinery manufacturing

Recycling & Waste • Recycling (paper, metal, plastics, rubber, bottles, • Waste treatment
automotive, electronic waste and scrap)
• Water conservation (control systems, meters & • Research and testing

Water & Wastewater measuring devices) • Consulting services
• Development and manufacturing of pump technology • Water treatment and purification products and services
• Sustainable land management and business • Sustainable aquaculture

Agriculture consulting services
• Sustainable supplies and materials
• Organizations and research institutes focused on

advancing science and public education in the
Research & Advocacy
areas of: renewable energy and alternative fuels
and transportation.
• Environmental law legal services • Green staffing services

Business Services
• Green business portals • Green marketing and public relations
Pa r t I : what d o we mean b y the g r een ec o n o m y ?
• Emission trading and offsets • Project financing (e.g. solar installations, biomass
Finance & Investment facilities, etc.)
• Venture capital and private equity investment
Advanced Materials • Bioplastics and others • New materials for improving energy efficiency
• Design & construction • Site management

Green Building
• Building materials • Green real estate & development
Manufacturing & • Advanced packaging • Industrial surface cleaning

Industrial • Process management
Energy Infrastructure • Consulting and management services • Cable & equipment
8
Part 2
california’s
core green
economy
California’s Core Green Economy is growing at a faster
rate than the economy as a whole and offers a wide
range of job opportunities across all levels of skill.
9
California’s Core Green Economy is diverse and growing. Between 1995 and 2008, California’s green businesses increased 45 percent
in number and 36 percent in employment. Green job growth exceeded the state’s total of 13 percent over this period. Just between
January 2007 and 2008, green jobs grew five percent while total jobs dropped one percent.
In terms of jobs, the green segments of Air & Environment, Energy Generation, Recycling & Waste and Energy Efficiency make up
the largest segments of the state’s Core Green Economy. (Job numbers reported by year are current as of January of the reported year.)
Total business establishments and jobs

in the c ore gre e n e cono my
16,000 160,000
14 , 0 0 0 14 0 , 0 0 0
JO BS
T O TA L N U M B E R O F J O B S I N T H E C O R E
12,000 120,000
F E S TA B L I S H M E N T S
IN THE CORE GREEN ECONOMY
E S TA B L I S H M E N T S
establishments
10,000 100,000
CONOMY
E E N Ejobs
8,000 80,000
G R total
BER O
T O TA L N U Mtotal
6,000 60,000
4,000 40,000
2,000 20,000
0 0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Data Source: Green Establishment Database
Total Jobs by green segment
BUSINESS SERVICES
M A N U FA C T U R I N G &
INDUSTRIAL
160,000 A D VA N C E D M AT E R I A L S
14 0 , 0 0 0 R E S E A R C H & A DVO CACY
pa r t ii : ca l if o r nia’ s c o r e g r een ec o n o m y
120,000
GREEN BUILDING
E N E R GY E F F ICI E N CY
100,000
80,000 R E C Y C L I N G & WA S T E
60,000
FPO E N E R G Y G E N E R AT I O N
40,000
AIR & ENVIRONMENT

20,000
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
10 Data Source: Green Establishment Database

The 15 segments of California’s Core Green Economy are growing at different rates. In the chart below, each
“bubble” represents one of the 15 green segments (described in Part I), and its size illustrates the relative
employment size.1 While Advanced Materials is one of the smallest in number of jobs, it has grown the fastest,
by 455 percent, between 1995 and 2008. Similarly, employment in Energy Infrastructure expanded by 328 percent.
On an average annual rate, ten of the 15 green segments grew at a rate more than three times that
of the state as a whole.
green Jobs by segment

15
13
GREEN JOBS RELATIVE TO TOTAL JOBS IN THE ECONOMY
11
AVERAGE ANNUAL GROWTH RATE
7
GREEN BUILDING
5
AIR & ENVIRONMENT E N E R GY E F F ICI E N CY
R E S E A R C H & A DVO CACY

3

BUSINESS SERVICES
-100% 100% 200% 300% 400% 500%

-1
INDUSTRIAL green job growth rate 1995-2008
-3
-5
SERIOUS MATERIALS
http :/ / www.s e r i ou s m ater i al s . c om
When a Chicago-area window factory closed last December following the bankruptcy of its operators, employees staged
a sit-in protest hoping a deal could be struck to save their jobs. Now, thanks to Sunnyvale-based Serious Materials,
the employees will be rehired at their previous rate of pay, once production is fully expanded, making the company’s
SeriousWindows and SeriousGlass products. The takeover provided President Obama and Vice President Biden a perfect
example of the budding green economy: both men have visited the company’s plants and praised the company for its
innovation and the green jobs it has created as a result. In addition to their windows, the company also produces three
types of sustainable drywall and sustainable doors at plants across the country, including a Newark, California plant
that produces their QuietRock soundproof drywall.
11
The s u b s e g m e n ts
California’s Energy Generation sector is diversifying, but solar remains the dominant force. In Energy Generation, 66 percent of
employment is in solar, and while total employment in solar grew 63 percent, its percentage of employment in this segment has not
increased. As a share, wind energy dropped from eleven to six percent. However, businesses providing products and services related
to hydro, marine & tidal systems increased in share from two to three percent.
Jobs in Energy Efficiency are primarily in consulting, conservation products and lighting. As a percentage of total, conservation
products and lighting increased the most between 1995 and 2008.
In Green Transportation, total employment expanded by 152 percent, but as a percentage of total, employment in alternative fuel
businesses increased the most from 40 to 48 percent.
Employment in Water & Wastewater swelled by 3.5 times in Water Conservation and by 68 percent in Research & Testing.
Environmental Consulting accounts for 70 percent of jobs in Air & Environment and has increased in share since 1995. Also
increasing are jobs in Environmental Remediation, Safety & Other which now make up ten percent of jobs in the segment.
energy generation jobs
OT H E R *
G E OT H E R M A L
100%
E N E R G Y C O N S U LT I N G
*Other includes biomass, hydrogen, and co-generation. Data Source: Green Establishment Database
HYDRO, MARINE & TIDAL
E N E R G Y M A N A G E M E N T,
RESEARCH & TESTING
A C C E S S O R Y E Q U I P. &
75%
CONTROLS
WIND
percentage of energy generation jobs

M U LT I P L E S Y S T E M S
SOLAR
50%
25%
0%
95 08
19 20
GLASS
recurrent energy E N E R GY R E S E A R C H
10 0%
OT H E R
http :/ / www.r e c u r r enten er gy. c om METERS & MEASURING A LT E R N A
DEVICES
SOLAR APPLIANCES &
In large block letters, Recurrent Energy’s website states, “Recurrent Energy DisE VDistributed
ICES Solar Power.” While that isn’t
75%
strictly true, the San Francisco-based company’s wide range of products do make them a leader in the solar energy
M AC H I N E RY
field. By distributed solar energy, Recurrent means site-specific, locally-situated photovoltaic installations: they build, M OTO R V
own and operate the systems while clients — mainly utilities and large individual
L I G H T I N G consumers such as educational
5 0%
E N E R GY
institutions — reap the benefits. The company’s flagship venture is the
C OSunset
N S E R VAT IReservoir
ON Solar Project, a five megawatt
PRODUCTS
system that will be located on top of San Francisco’s largest reservoir. As of Ethe
N E R completion
GY of the deal in May 2009, the
C O N S E R VAT I O N
installation would be the largest in California and the third-largest in the
C O NUnited
S U LTA N T States. The company is also installing
25 %
a 1.1 megawatt system for The North Face apparel company in Visalia, California and has already finished a smaller
system for the San Domenico School in Marin County.
<1% E N E R G Y
0%
12 S O F T WA R E
95 08
19 20
25%
0% 25%
0%
95 1995 08 008
19 20 2
0%
0%
5 5 8 08
20 99 99 00
energy
1
efficiency
1 2
jobs green transportation jobs
G L A SGSL A S S
E N E REGNYE RRGEYS ERAERSCEHA R C H
100%
100%
100%
100%
O T H EORT H E R L O G ILSOTGIICSST I C S
G L A SGSL A S S
M E T EMREST E&R M
S E&A S MUERAISNUGR I N G A LT EARLT E RINVAT
N AT E IFVUEE LFSU E L S
E N E RE G
NYE RRGEDYSEER
VAE
IDRCSEC H
EEVS
AI R
CCEH
100%
S
100%
7 5% 100%
7 5% 100%
L O G ILSOTGIICSST I C S
S O L ASRO LAAPRP LAIPAPNLOCITEAHSNEOC&RTEHSE &
R
METE DS EUV IADCISEN
EUVS IC EGS A LT EARLT
N AT
E RINVAT
E IFVUEE LFSU E L S
MREST E&R S
M E&A M ER GR IN
7 5%
7 5%
MAC DHE IVANIC
M CH
DE EIVY
ER SNI C
EERS
Y
S O L ASRO LAAPRP LAIPAPNLCI EA SN C&E S &
percentage of green transportation jobs

D E V IDCEEVSI C E S
7 5%
7 5%
7 5%
50% jobs
7 5%
M O T OMRO TVOERH IVCELHEISC L&E S &
MACM H IANCEHRIYN E R Y
L I G HLTIIGNHGT I N G E Q U IEPQMUEI N
PTMENT
efficiency
50%
50%
E N E REGNYE R G Y
50%
C O N SCEORNVAT
S E RIVAT
ON ION M OTO
MRO TVOERH IVCELHEISC L&E S &
PLU
R IO TDGU E Q U IEPQMUEI N T ENT
PLRIOGDH TICGN HST ICNT G
S PM

E N E REEGNNYE
ERRG GYY
50%
50%
50%
50%
C O N SC
CEO
ORN S
SE
NVATERRIVAT
O N II O
ON
energy
VAT N
C OPNRSCOUODNU
RSC
PLTA OUN
TDLTA
SU C N
T TST
of25%
25%
25%
25%
E N E RE G
NYE R G Y
CONS
CEO RNVAT
S E RIVAT
ON ION
CONS CUO LTA
N S UNLTA
T NT
percentage
25%
25%
0% 25%
0% 25%
<1% <1%
E N E REGNYE R G Y
C O N SCEORNVAT
S E RIVAT
ON ION
0%
0%
S O F TSWA
O FRT WA
E RE
<1% <1%
E N E RE G
NYE R G Y
CONS CEO RNVAT O N IO N 995 995
S E RIVAT 08 008 95 1995 08 008
1 20 2 19 20 2
0%
0%
0%
0%
S O F TSWA
OFT R WA
E RE
95 995 08 008 95 995 08 008

19 1 20 2 19 1 20 2
water & wastewater jobs

UMPS
PUMPS
air & environment jobs
E N V IERNOVNI MRO M ELN TA L
E N TA
100%
100%
RDE IMAT
E DI IOAT
N ,I S
OAN F, ESTAY,
F E T Y,
100%
100%
C O N SCUOLT
N SIUNLT
G ING REME
A N D AONTDH EORT H E R
WAT EWATR CEORN SCEORNVAT
S E RIVAT
ON ION
PUMPU SMPS E N V IERENO M RES
VNII M
S MINIOM
E
O SNS
TA ESLINOTA
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R E S ERAERSCEHA R&C H
T E&S TTIENSGT I N G M OOD
MR
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I TR ENRM
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TENODG
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&NN,G
C SO&N ,TCES
ANF ROTA
ONY,
LTERTOY,L
100%
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E
75% 100%
75% 100%
CONS C O N S UNLT
U LT I G ING IO F
WAT EWATR TERRE ATT RMEEATNTMENT A N D AONTDH EORT H E R
WAT EWATR CEORN S CE
O RNVAT
S E RIVAT
ON ION
E M I SESMIIOSNSSI O N S
75%
75%
R E S ERAERSCE H
A R&C H
T E&S TTIENSGT I N G M O NM
I TOONRIITNOGR I&N G
C O&N TC ROONLT R O L
WAT EWAT
R TERRE AT E N V IERNOVNI M
ROE N TAM ELN TA L
T RMEEAT
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C O N SCUOLT
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75%
75%
75%
75%
WA
WA S T S T EEWAT
E WAT R TERRE AT
T RMEEAT
NTMENT E N V IERNOVNI M
ROENMTAELN TA L
CONS CUO LT
N SIUNLT
G ING
50%
50%
50%
jobs
50%
percentage of air & environment jobs

WA S WA
T E WAT
S T E EWAT
R TERRE AT
T RMEEAT
NMT ENT
wastewater
50%
50%
50%
50%
water &25%
25%
25%
25%

25%
25%
0% of25%
0% 25%
0%
0%
percentage
<1% <1%
O T H EORT H E R
95 1995 08 008 95 1995 08 008

19 20 2 19 20
0%
0%
2
0%
0%
<1% <1%
O T H EORT H E R
95 995 08 008 95 995 08 008

19 1 20 2 19 1 20 2
AUSRA
http :/ / www.a u s ra. c om
Initially focused on commercial-size solar installations, Ausra has since redirected its efforts on supplying solar thermal
technology and equipment to industrial customers, a market which will allow Ausra to deploy its technology and
generate revenue in the short-term. For example Ausra is supplying industrial plants such as food processors with
the solar thermal equipment to produce steam for generating power. The company remains active in the commercial-
size solar installation market and finalized an agreement in 2007 with Pacific Gas & Electric Company to build a
177-megawatt plant in San Luis Obispo County. As revenue streams build, Ausra may return to larger projects. Although
its technology was developed in Australia, Ausra was founded in 2006 in Palo Alto with backing from venture capital
heavyweights Khosla Ventures and Kleiner Perkins Caufield & Byers.
13
The va lu e c h a i n :
r e s e a r c h & d e v e lo p m e n t,
m a n u factu r e r s , s u p p l i e r s ,
s e rv ic e p r ov i d e r s
California is home to many companies that are driving Employment in Installation more than doubled in number,
technological advance in products and services that will increasing four percent as a share of all green jobs. Jobs in R&D
enable the entire economy to transition to clean energy and Public Education grew in share by one percent.
sources, improve resource efficiencies and reduce By green segment, Services and Manufacturing are the largest
pollution. From the point of conception until the delivery to the areas, but the mix of value chain roles varies widely. Half of all
consumer and the maintenance over the lifetime of the product, green jobs in Services are in Air & Environment which is largely
there are many distinct activities that take place in the economy. dominated by businesses in Environmental Consulting. Half of all
In addition to viewing the Core Green Economy by green green jobs in Manufacturing are split across Energy Efficiency
segment, that is, by the field of application of products and and Energy Generation. Within each of these two, Manufacturing
services, businesses can also be viewed by their primary makes up 44 percent of jobs in Energy Efficiency and 30
functions along the production value chain. These roles include percent of jobs in Energy Generation.
research and development, manufacturing, suppliers, installers, Looking at other roles in the value chain, jobs in Installation are
sales, service providers and public education services. All of primarily in Energy Generation, Energy Efficiency and Green
these roles are represented to varying degrees in California’s Building. In fact, Installation makes up 38 percent of all jobs in
Core Green Economy which means there exist: 1.) wide-ranging Energy Generation and 30 percent in Green Building. Green jobs
job opportunities across the skills spectrum, and 2.) strong in Suppliers are mainly in Recycling & Waste.
potential for continued green business growth building on a
In addition to manufacturing and professional and technical
diverse business base rich with interrelated competencies.
services, Research & Development is strong in California’s Core
California’s Core Green Economy consists largely of high-value Green Economy. Outside of research organizations, the largest
services and manufacturing. Employment in businesses that numbers of the state’s green jobs at Research & Development
primarily offer services account for 45 percent of all jobs in facilities are in Transportation, Energy Generation and Air &
California’s Core Green Economy. At 21 percent of all green Environment. Advanced Materials is relatively small in total
employment, Manufacturing represents a sizable share. employment, but 42 percent of jobs in that segment are in
Overall employment in California’s Core Green Economy Research & Development facilities. Similarly, 20 percent of jobs
increased 36 percent between 1995 and 2008, but some in Transportation are in Research & Development.
activities in the value chain grew faster than others. While green
jobs in Manufacturing increased in number by 19 percent, as a
portion of total green employment, it dropped slightly as other
parts of the value chain grew and manufacturers expanded
operations outside the state to better reach new markets.
14
establishment type
c ore green ec o n o my jo b s , 2 008
SALES
P U B L I C E D U C AT I O N / PU
S E R V I C E O R G A N I Z AT I O N SERVI
40,000
RESEARCH & DEVELOPMENT RESEARC
I N S TA L L AT I O N
SUPPLIER
M A N U FA C T U R I N G
SERVICES
30,000
ca green value chain
e m p loym e n t by p ri m ary role
Ac r o s s A l l G r e e n S egme nts
10 0%
SALES
20,000
P U B L I C E D U C AT I O N /
S E R V I C E O R G A N I Z AT I O N
RESEARCH & DEVELOPMENT
I N S TA L L AT I O N
SUPPLIER
75%
M A N U FA C T U R I N G
50%
10,000

SERVICES

25%
0%
0
T N E Y R G E E N Y T E S L S
EN I O A S T E N C AT E D I N T U R AG IO CAC EN TUR IAL RIA ICE 95 08
N M R AT W I W L L O R TAT O TM C R T V 19 20
I RO NE G & F IC
S TE BUI ICU S T O R A D V V E S T R U AT E D U S S E R
V E F R Y P
E N GY G C L I GY
N E WA E E N AG ERG ANS H & & I
N AS D M IN SS
&
GR FR E & E
R
&
E R E CY N E R T E R EN TR ARC CE IN ANC ING SIN
AI EN R E A S E A N G Y D V R B U
W RE FIN NER A
C TU
E FA
NU
MA
project frog
http :/ / www.p r oj ec t f r og. c om
For those who would like to build green but don’t have the resources to design the buildings themselves, Project FROG
has made energy efficient construction attainable. The San Francisco-based company produces ready-made structures —
smart buildings, as they refer to them — that reduce construction time and increase energy savings while also being
safer and using less harmful chemicals. Their design advances lower operational costs by an estimated 50-75 percent
and their streamlined construction process allows buildings to move from planning to completion significantly faster
than comparable methods. Projects currently underway or already finished include school buildings in Northern
California and Hartford, Connecticut as well as the Crissy Field Center at the San Francisco waterfront park.
15
o c c u pat io n s
in the c o r e g r e e n e c o n o my:
E a r n i n g s a n d e d u cat io n &
t r a i n i n g r e q ui r e m e n ts
A wide range of job opportunity exists in the Core Green emergence of new occupations and the increasing demand and
Economy. The types of jobs associated with these areas of changing skill sets of existing occupations related to new green
business activity represent an array of fields, levels of training business activities in the economy. Of the existing occupational
and earnings potential. Jobs in the green economy include codes, occupations related to “green” activities have been
Ph.D. scientists and engineers but also a variety of technicians ordered by the U.S. Department of Labor’s National Center for
requiring two-year training as well as support occupations O*NET Development into three categories: Green Increased
offering on-the-job training. Given that these jobs are in Demand, Green Enhanced Skills Occupations, and Green New
expanding markets, the opportunities for career progression and Emerging.2 The O*NET report describes the categories
should be ample across most fields. as follows:
It is important to note that for the most part, the jobs in the _Green Increased Demand Occupations: The impact of
Core Green Economy represent occupations that already green economy activities and technologies is an increase in
exist. As a result of the new demand in these industries, some the employment demand for an existing occupation. However,
occupations are experiencing new demand in the labor market this impact does not entail significant changes in the work and
such as Electricians, Power Systems Operators, Electrical Power worker requirements of the occupation. The work context may
Line Installers & Repairers, Environmental Scientists, Industrial change, but the tasks themselves do not.
Machinery Mechanics, and Carpenters. In some cases, the skills
_Green Enhanced Skills Occupations: The impact of green
and tasks associated with an existing occupation are expanding
economy activities and technologies result in a significant
to encompass the tasks related to new technology and
change to the work and worker requirements of an existing
regulations, for example: Supply Chain Managers, Operations &
occupational code. This impact may or may not result in an
Building Managers, Fuel Storage Technicians, Architects, Energy
increase in employment demand for the occupation. The
Infrastructure Engineers, and Sustainable Agriculture Specialists.
essential purposes of the occupation remain the same, but tasks,
In addition to the transformation of existing occupations, entirely skills, knowledge, and external elements, such as credentials,
new occupations are emerging. New positions, such as Chief have been altered.
Sustainability Officer or Energy Auditor, target newly recognized
_Green New and Emerging Occupations: The impact of
needs for improving resource efficiencies and managing
green economy activities and technologies is sufficient to
sustainability more broadly. In other cases, entirely new

create the need for unique work and worker requirements,
occupations are appearing that are specific to the installation
which results in the generation of a new occupational code.
and application of new technology such as Solar Photovoltaic
This new occupation could be entirely novel or “born” from an
Installers, Biofuels Processing Technicians, Biomass Production
existing occupation.
Managers, Methane/Landfill Gas Generation System
While the “greening” of occupations is taking place across
Technicians, Solar Thermal Installers & Technicians, and Fuel
the entire economy, the following analysis focuses on the
Cell Technicians.
occupations associated with California’s Core Green Economy.
In response to these real changes in the economy, the
The opportunities are diverse as are the training requirements
information on occupational statistics collected and reported
and potential earnings. Median annual earnings range from
by the Federal government is expanding in order to reflect the
$21,000 to well over $100,000.
16
Gr een In c r ease d De mand Occupations
in Ca l ifo rni a’ s Green Ec o no my
2008 Median
Occupational Title Education & Training
Annual Earnings
Laborers and Freight, Stock, and Material Movers, Hand $23,040 Short-Term On-the-Job Training
Helpers—Installation, Maintenance, and Repair Workers $24,620 Short-Term On-the-Job Training
Electrical and Electronic Equipment Assemblers $27,210 Short-Term On-the-Job Training
Helpers—Carpenters $28,480 Short-Term On-the-Job Training
Engine and Other Machine Assemblers $30,880 Short-Term On-the-Job Training
Industrial Truck and Tractor Operators $31,360 Short-Term On-the-Job Training
Production, Planning, and Expediting Clerks $44,490 Short-Term On-the-Job Training
Team Assemblers $23,580 Moderate-Term On-the-Job Training
Cutting, Punching, and Press Machine Operators, Metal and Plastic $26,930 Moderate-Term On-the-Job Training
Mixing and Blending Machine Setters, Operators, and Tenders $29,150 Moderate-Term On-the-Job Training
Drilling and Boring Machine Tool Operators, Metal and Plastic $29,910 Moderate-Term On-the-Job Training
Computer-Controlled Machine Tool Operators, Metal and Plastic $31,030 Moderate-Term On-the-Job Training
Customer Service Representatives $34,000 Moderate-Term On-the-Job Training
Structural Metal Fabricators and Fitters $35,410 Moderate-Term On-the-Job Training
Dispatchers, Except Police, Fire, and Ambulance $35,720 Moderate-Term On-the-Job Training
Insulation Workers, Floor, Ceiling, and Wall $37,860 Moderate-Term On-the-Job Training
Operating Engineers and Other Construction Equipment Operators $63,010 Moderate-Term On-the-Job Training
Millwrights $51,160 Long-Term On-the-Job Training
Industrial Machinery Mechanics $51,180 Long-Term On-the-Job Training
Electricians $52,690 Long-Term On-the-Job Training
Structural Iron and Steel Workers $55,190 Long-Term On-the-Job Training
Boilermakers $72,300 Long-Term On-the-Job Training
First-Line Supervisors/Managers of Production and Operating Workers $52,290 Work Experience
Purchasing Agents and Buyers, Farm Products $56,480 Work Experience
First-Line Supervisors/Managers of Mechanics, Installers, and Repairers $63,500 Work Experience
Welders, Cutters, Solderers, and Brazers $33,310 Post-Secondary Vocational Education
Electrical and Electronics Repairers, Commercial and Industrial Equipment $55,450 Post-Secondary Vocational Education
Chemical Technicians $43,020 Associate Degree
Commercial and Industrial Designers $66,220 Bachelor's Degree
Environmental Scientists and Specialists, Including Health $69,700 Bachelor's Degree
Occupational Health and Safety Specialists $70,930 Bachelor's Degree
Chemists $77,050 Bachelor's Degree
Industrial Engineers $81,680 Bachelor's Degree
Industrial Production Managers $88,530 Bachelor's Degree
Materials Scientists $91,280 Bachelor's Degree

Chemical Engineers $95,320 Bachelor's Degree
Computer Software Engineers, Systems Software $103,670 Bachelor's Degree
Natural Sciences Managers $133,050 Work Experience, Plus a Bachelor's or Higher
Zoologists and Wildlife Biologists $71,440 Master's Degree
Hydrologists $78,520 Master's Degree
Data Source: California Employment Development Department, Labor Market Information Division, Occupational Employment Statistics; Green Establishment Database; U.S. Bureau of Labor Statistics, Occupational Employment Statistics; U.S. Department of Labor Employment and Training Administration, O*NET 17
Gr een En hance d Ski lls Occupations
in Ca li fo rni a’ s Green Ec o no my
2008 Median
Occupational Title Education & Training
Annual Earnings
Shipping, Receiving, and Traffic Clerks $28,330 Short-Term On-the-Job Training

Inspectors, Testers, Sorters, Samplers, and Weighers $31,080 Moderate-Term On-the-Job Training
Construction Laborers $34,250 Moderate-Term On-the-Job Training
Hazardous Materials Removal Workers $40,050 Moderate-Term On-the-Job Training
Truck Drivers, Heavy and Tractor-Trailer $40,310 Moderate-Term On-the-Job Training
Sheet Metal Workers $48,530 Moderate-Term On-the-Job Training
Sales Rep, Wholesale and Manuf, Technical and Scientific Products $77,060 Moderate-Term On-the-Job Training
Machinists $36,030 Long-Term On-the-Job Training
Maintenance and Repair Workers, General $37,330 Long-Term On-the-Job Training
Construction and Building Inspectors $66,540 Work Experience
Electro-Mechanical Technicians $49,140 Associate Degree
Industrial Engineering Technicians $50,200 Associate Degree
Environmental Engineering Technicians $51,100 Associate Degree
Environmental Science and Protection Technicians, Including Health $51,940 Associate Degree
Wholesale and Retail Buyers, Except Farm Products $49,660 Bachelor's Degree
Public Relations Specialists $58,700 Bachelor's Degree
Training and Development Specialists $60,830 Bachelor's Degree
Landscape Architects $66,870 Bachelor's Degree
Personal Financial Advisors $68,750 Bachelor's Degree
Architects, Except Landscape and Naval $79,580 Bachelor's Degree
Financial Analysts $80,750 Bachelor's Degree
Environmental Engineers $83,090 Bachelor's Degree
Civil Engineers $84,620 Bachelor's Degree
Mechanical Engineers $85,530 Bachelor's Degree
Electrical Engineers $92,980 Bachelor's Degree
Electronics Engineers, Except Computer $94,320 Bachelor's Degree
Construction Managers $100,160 Bachelor's Degree
Aerospace Engineers $104,550 Bachelor's Degree
General and Operations Managers $104,900 Work Experience, Plus a Bachelor's or Higher
Marketing Managers $127,680 Work Experience, Plus a Bachelor's or Higher
Engineering Managers $130,520 Work Experience, Plus a Bachelor's or Higher
Urban and Regional Planners $70,470 Master's Degree
Geoscientists, Except Hydrologists and Geographers $81,890 Master's Degree
Occupational Health and Safety Technicians $47,260 Training Level Not Classified
E xa m pl es of Ot her Occupations i n Gre e n Establi shme nts
Pipelayers $47,960 Moderate-Term On-the-Job Training

Surveying and Mapping Technicians $55,900 Moderate-Term On-the-Job Training
Control and Valve Installers and Repairers, Except Mechanical Door $58,720 Moderate-Term On-the-Job Training
Plumbers, Pipefitters, and Steamfitters $50,050 Long-Term On-the-Job Training
Carpenters $51,230 Long-Term On-the-Job Training
Electrical and Electronics Drafters $51,840 Post-Secondary Vocational Education
Life, Physical, and Social Science Technicians, All Other $44,560 Associate Degree
Computer Support Specialists $48,160 Associate Degree
Accountants and Auditors $64,660 Bachelor's Degree
Surveyors $74,210 Bachelor's Degree
Network Systems and Data Communications Analysts $75,410 Bachelor's Degree
Materials Engineers $90,220 Bachelor's Degree
Management Analysts $77,890 Work Experience, Plus a Bachelor's or Higher
Market Research Analysts $66,400 Master's Degree
Operations Research Analysts $72,410 Master's Degree
18 Data Source: California Employment Development Department, Labor Market Information Division, Occupational Employment Statistics; Green Establishment Database; U.S. Bureau of Labor Statistics, Occupational Employment Statistics; U.S. Department of Labor Employment and Training Administration, O*NET
Part 3
regional
distribution
and trends
The Core Green Economy is present in every region
in California, and each region has its own areas
of specialization.
19
California’s Core Green Economy is present and growing across the state. The large metro areas account for the largest number
of green jobs, but regional specializations across the fifteen green segments are apparent. Typically, regional specializations (i.e.
employment concentration) are building off of existing specializations that are related to the growing fields of the green industries.
The Sacramento Area experienced the strongest job growth expanding 87 percent from 1995 to 2008. The San Diego Region
followed with 57 percent. Green jobs in the Bay Area grew by 51 percent and by 50 percent in Orange County and the Inland Empire.
The agricultural regions of the San Joaquin Valley and Sacramento Valley grew robustly at 48 percent and 41 percent respectively. 3
In terms of employment size and concentration, Los Angeles is the state leader in Energy Storage and in Recycling & Waste.
With the exception of the Sacramento Area, the highest employment concentrations were mainly in rural regions. This means that
green jobs even in these areas with a smaller economic base are growing faster than the general economy.
J o b s BY SEGME N T, 2 0 0 8
The Core
G r e e n E c o n o my
40,000 41,674
BUSINESS SERVICES
by
R e gio n
INDUSTRIAL
E N E R GY
INFRASTRUCTURE
FINANCE &
INVESTMENT
RESEARCH &
A DVO CACY
GREEN BUILDING
30,000
BLUEFIRE ETHANOL WAT E R & WA S T E WAT E R
http :/ / blu ef i r eet h an ol . c om E N E R GY E F F ICI E N CY
Irvine-based Bluefire Ethanol leads a crowd of

companies that are developing processes to
convert waste matter into cellulosic ethanol
as the environmental benefits and economic
20,000
viability of corn-based ethanol come into doubt.
Their recently-opened Lancaster, California
production facility demonstrates the company’s
unique approach: instead of bringing trash to the
plant, they brought the plant to the trash. The
plant is located next to a landfill and is near both
Pa r t I I I : Regi o na l D ist r ib u ti o n and t r ends
its materials — landfill-destined green waste

such as non-recyclable paper and grass cuttings — AIR & ENVIRONMENT
10, 000
and a large number of potential customers in the

Greater Los Angeles area. Although permitting
delays have delayed the opening of the plant,
once online it will produce 3.1 million gallons of

ethanol per year using its patented “concentrated
acid hydrolysis” process. Thanks to a $40 million
grant from the Department of Energy, a second
biorefinery is in the design and permitting stages
0
in Mecca, California.
EA REA NTY ION REA IRE LEY AST LEY T N
AR AS IO
Y S
A O U R E G O A E M P VA L C O VA L CO REG
BA ELE GE C GO E NT ND I N A L TO TH RA
G U R R
AN ORA
N
DI
E AM NLA AQ NT EN NO IER
S N CR I JO CE RAM S
LO SA SA N C
20 SA SA
total core green economy
e m p loym e n t c o n c e n t r at io n by r e gio n
r e l at i v e to STATE , 2 0 0 8
+12%
-02% %
NORTH
COAST +41% SIERRA
REGION
%
Core Green Economy
Job Growth 1995 to 2008
2008 Employment Concentration

in Total Core Green Economy Jobs
S AC R A M E N TO (a value of 1.0 indicates employment
+87%
VA L L E Y
concentration equal to the state average.)
Less than 1.0
1.0 to 1.4
S AC R A M E N TO 1.5 to 2.0
AREA
+51% More than 2.0
B AY
AREA
-02%
+48% SIERRA
REGION
SAN JOAQUIN
VA L L E Y
+03%
CENTRAL
+50%
COAST +07%
INLAND EMPIRE
LOS ANGELES
AREA
ORANGE
+57%
+50% COUNTY
SAN DIEGO REGION
Total Jobs BY REGION OVER TIME Data Source: Green Establishment Database
SIERRA REGION
160,000 NORTH COAST
S A C R A M E N TO VA L L E Y
CENTRAL COAST
14 0 , 0 0 0 S A N J O A Q U I N VA L L E Y
INLAND EMPIRE
120,000 S A C R A M E N TO A R E A
SAN DIEGO REGION

100,000
ORANGE COUNTY
80,000
60,000
LOS ANGELES AREA
40,000
20,000
B AY A R E A

0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 21
Energy Generation has been growing with gusto across the state in both number of companies and jobs. From 1995 to 2008,
employment expanded 61 percent by nearly 10,000 jobs. In some regions, employment more than doubled over this period. Solar
makes up the bulk of this segment and also witnessed the strongest growth (63%). The Central Coast witnessed jobs in this
sector increase 200 percent followed by Orange County (178%), the San Diego Region (134%), the Sacramento Valley (161%),
the Sacramento Area (141%), and the North Coast (119%).
In terms of employment concentration, the Sacramento Valley, the Sacramento Area and the Sierra Region reported employment
shares in Energy Generation above the state average. Looking at the details within Energy Generation and their geographic
distribution reveals regional specializations in solar, wind, geothermal and biomass across the state.
Jobs BY subSEGMENT, 2008
e n e r gy
g e n e r at io n j o b s
7,003
OT H E R *
by
G E OT H E R M A L
R e gio n
E N E R G Y C O N S U LT I N G
HYDRO, MARINE
& TIDAL
E N E R G Y M A N A G E M E N T,
RESEARCH & TESTING
6,000
A C C E S S O R Y E Q U I P.
& CONTROLS
WIND
M U LT I P L E S Y S T E M S
clipper windpower
SOLAR
http :/ / www.cl i pper w i n d. c om
Located between Los Angeles and Santa Barbara

in Carpinteria, Clipper Windpower was founded
4,000
by Jim Dehlsen, a 25-year wind industry veteran
whose passion for extracting clean power from
wind caused him to eschew retirement in order
to continue his work. Since the company’s
initial public offering in 2005, their Liberty 2.5
megawatt turbine received a Department of
Energy award in 2007 for attaining “unparalleled
*Other includes biomass, hydrogen, and co-generation. Data Source: Green Establishment Database
levels of efficiency and reduced cost of energy.”

Using technological insights gained while

attempting to harness ocean currents, Dehlsen
2,0 00
and his son Brent developed a distributed

drivetrain design capable of handling greater
torque and harvesting wind more efficiently.
Although the volume of turbine installations
has slowed along with the economy, Clipper
remains poised to capitalize once demand
returns. Potential future projects include a 5,000
megawatt wind farm near Pierre, North Dakota,
0
an installation so large that it could require its

EA REA IRE ION REA NTY LEY AST LEY ION ST
own manufacturing plant. Y
AR
S
A
EM
P G
R E TO
A U L
C O N VA L C
O
VA
L G
RE H C
OA
BA ELE ND G O E N E I A T O A T
G G U R R R
AN INL
A
DI
E AM RAN AQ NT EN IER NO
S N CR O JO CE RAM S
LO SA SA N C
22 SA SA
energy generation
+119%
NORTH
+161% SIERRA
+02%
%
%
%
Energy Generation
Job Growth 1995 to 2008
COAST
REGION
in Energy Generation
(a value of 1.0 indicates employment
S AC R A M E N TO
VA L L E Y concentration equal to the state average.)
Less than 1.0
S AC R A M E N TO
+141% 1.0 to 1.4
1.5 to 2.0
AREA
+20% More than 2.0
B AY
AREA
Employment Concentration
Higher Than State Average
Biomass
+02% Geothermal
+91% SIERRA
REGION
Solar
Wind
+200% SAN JOAQUIN

VA L L E Y
+85%
CENTRAL
COAST
+35%
INLAND EMPIRE
LOS ANGELES
AREA
+134%
+176%
ORANGE
COUNTY
SAN DIEGO REGION
0,000
30,000
NORTH
0,000 SIERR
NORTH COAST SACRA
SIERRA REGION
0,000 25,000 S A C R A M E N TO VA L L E Y CENTR
CENTRAL COAST SAN DI
SAN DIEGO REGION
0,000 SAN JO
20,000 S A N J O A Q U I N VA L L E Y
SACRA
S A C R A M E N TO A R E A
0,000
ORANG
ORANGE COUNTY
15,000
0,000 INLAND EMPIRE INLAN
LOS ANGELES AREA
0,000 10,000
LOS AN
0,000
5,000
B AY A R E A B AY A R
0
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 23
Employment in Energy Efficiency increased 63 percent from 1995 to 2008. Growth was robust in the Sierra Region (194%) and the
Central Coast (125%). Most other regions also experienced strong growth. Energy Conservation Products, a subsegment of Energy
Efficiency, doubled in employment from 1995 to 2008.
The Los Angeles Area boasts the largest number of jobs in Energy Efficiency. However, in terms of employment concentration,
Orange County employment shares stand above the state average in half of the ten subsegments with the largest portion (25%)
in Energy Conservation Consulting. The North Coast reported a concentration double the state average in this segment and nine
times the state average in Energy Conservation Consulting.
With an employment concentration eleven-times the state average, the Central Coast revealed a notable specialization in Energy
Conservation Software.
e n e r gy
e f f ici e n cy j o b s
6,000 6,158
E N E R GY R E S E A R C H
SOLAR APPLIANCES &
by R e gio n
DEVICES
GLASS
METERS & MEASURING
DEVICES
OT H E R
M AC H I N E RY
E N E R G Y C O N S E R VAT I O N
S O F T WA R E
LIGHTING
Echelon Corporation
http :/ / www.e c h el on . c om
4,000
Providing technologies for communities from the E N E R GY
Bay Area to Italy, San Jose-based Echelon Energy

C O N S U LTA N T
supplies energy users with the means to monitor,

control and reduce their energy consumption,
using smart metering and consumption
monitoring software. In Italy, Echelon’s NES
System smart-metering product is used by more
than 27 million homes to measure the amount of
energy they use and adjust consumption habits E N E R GY
towards greater efficiency. In California, the

2,0 00
PRODUCTS
Cities of San Jose and Palo Alto have equipped

their streetlights with Echelon’s LonWorks
platform, a system that allows the cities to
monitor energy use more effectively, increasing
efficiency and saving money. The company’s
products are also used in Norway and New York,

but the Chinese government is likely their most
visible customer. The LonWorks platform was
implemented in Beijing’s Bird’s Nest, the iconic
stadium that was the centerpiece of the 2008
0
Summer Olympics.
EA REA NTY REA IRE ION LEY AST AST LEY ON
AR A U A P G L O O L GI
ES Y C O TO EM RE VA H C L C VA RE
L BA GE N D O I N T A O A
GE E N G U R R T R
AN AN AM NLA DIE AQ NO ENT MEN IER
S OR ACR I N JO C A S
LO S SA AN CR
24 S SA
energy efficiency
-20%
%
Energy Efficiency
NORTH
COAST SIERRA % Job Growth 1995 to 2008
REGION
+21%
in Energy Efficiency Jobs
S AC R A M E N TO
VA L L E Y
(a value of 1.0 indicates employment
+23% Less than 1.0
+194%
1.0 to 1.4
AREA
+63% More than 2.0
B AY
AREA
+73%
SIERRA
REGION
+125%
SAN JOAQUIN
VA L L E Y
CENTRAL
+91%
COAST
INLAND EMPIRE
LOS ANGELES
AREA
+77% ORANGE
COUNTY
+41%
+78% SAN DIEGO REGION
SIERRA REGION
20,000 S A C R A M E N TO VA L L E Y
CENTRAL COAST
NORTH COAST
S A N J O A Q U I N VA L L E Y
SAN DIEGO REGION
15,000 INLAND EMPIRE
ORANGE COUNTY
10,000
B AY A R E A
5,000
LOS ANGELES AREA

0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 25
Since 1995 employment in Green Transportation has increased 152 percent while total state employment rose only 13 percent.
The Los Angeles Area and Orange County are clearly the top regions in employment in Green Transportation. Starting from a very
small base, growth in Orange County and the San Diego Region has been exceptional and mostly since 2000.
Green jobs in Transportation are primarily in Motor Vehicles & Equipment and Alternative Fuels. However, employment in Alternative
Fuels has grown faster at 201 percent representing 48 percent of all jobs in Transportation. Vehicles & Equipment expanded
robustly by 111 percent over the period. Employment in Green Logistics surfaced only in the Bay Area and grew remarkably by
1144 percent since 1995.
Orange County’s employment concentration in Transportation is more than double the state average and high in both fuels and
equipment. With a concentration three times the state average, the San Joaquin Valley is a hub for Alternative Fuels. The San Diego
Region is strong in both fuels and vehicles. The Los Angeles Area is specialized in Vehicles & Equipment, and the Inland Empire,
in Alternative Fuels.
Green Jobs BY subSEGMENT, 2008
t r a n s p o rtat io n
1,072
jobs A LT E R N AT I V E F U E L S
1,000
by R e gio n
750
ISE Corporation
M OTO R V E H IC L E S &
http :/ / www.i s ec or p. c om EQUIPMENT
Although their name is derived from the now-

defunct space technology venture International
LOGISTICS
Space Enterprises, ISE Corporation’s products
have significant practical applications here on
Earth, enabling their customers to cost-effectively
500
reduce their greenhouse gas emissions. Founded
in 1995 by the same entrepreneurs that founded
its namesake, the San Diego-based company
produces hybrid-electric drive systems and is
now poised to take advantage of the rapid growth
in demand for hybrid buses. By connecting the

combustion engine in their drive system to the
250
energy storage system and the electric motor

instead of the drive shaft, ISE is able to use a
smaller combustion engine and thereby provide
more fuel-efficient compulsion. ISE also gives

its customers complete flexibility by offering
gasoline, diesel and hydrogen fuel cell models.
With their sales growing at an average rate
of 141 percent since 2006, ISE is well-equipped
0
to continue as a leading producer of hybrid-

EA TY REA ION LEY IRE REA LEY AST ST ON
drive systems. S
AR OUN
C Y
A
RE
G
VA
L P
E M TO
A L O
VA L C H C
OA EGI
R
E LE GE BA GO I N N D E N T O R A T A
G N E U N R R
AN ORA DI OAQ INL
A AM ME NT NO IER
S N J CR A CE S
LO SA AN SA ACR
26 S S
green transportation
%
NORTH Green Transportation
REGION
+47%

in Green Transportation Jobs
S AC R A M E N TO
VA L L E Y (a value of 1.0 indicates employment
Less than 1.0
+53%
1.0 to 1.4
AREA
More than 2.0
+126%
Employment Concentration
B AY
AREA Higher Than State Average
Alternative Fuels
Logistics
SIERRA
Motor Vehicle
+211% REGION
& Equipment
SAN JOAQUIN
VA L L E Y
+120%
CENTRAL
COAST
+33%
+29%
INLAND EMPIRE
+2655%
LOS ANGELES
AREA
+1875% ORANGE
COUNTY
SAN DIEGO REGION
4,500 SIERRA REGION

NORTH COAST
CENTRAL COAST
INLAND EMPIRE
3,500
3,000
SAN DIEGO REGION
2,500
B AY A R E A
2,000
ORANGE COUNTY
1,500
1,000
500 LOS ANGELES AREA

0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 27
Employment in Water & Wastewater increased 18 percent between 1995 and 2008. Over this period, Water & Wastewater
employment doubled in the San Diego Region and grew by 83 percent in the Sierra Region.
The Bay Area and Los Angeles Area account for the largest shares of Water & Wastewater jobs in California. Although employment
numbers are modest in size, the percentage of employment in Water & Wastewater in the Sierra Region was more than four times
that of the state and in the North Coast, it was more than double the state average.
Roughly half of all Water & Wastewater jobs in the state are in the Wastewater Treatment subsegment. Of all Water & Wastewater
subsegments, the strongest employment growth was in Water Conservation, increasing nearly four and a half times in size
since 1995.
The North Coast is particularly specialized in Research & Testing, with an employment concentration seven times the state average.
wat e r &
wa st e wat e r j o b s
2,351
C O N S U LT I N G
by R e gio n WAT E R C O N S E R VAT I O N
RESEARCH & TESTING
2,000
WAT E R T R E AT M E N T
PUMPS
puresense, inc.
http :/ / www.p u r es en s e. c om
1,500
PureSense, based in Oakland, creates smart
irrigation technology that enables large-scale WA S T E WAT E R
T R E AT M E N T
agricultural enterprises to reap the multiple
benefits of improving water efficiency. Their
Irrigation Manager software allows growers to
monitor soil moisture in real-time and respond
quickly in order to maintain optimal moisture 1,0 00
levels. The rewards of this are threefold: water is OT H E R
saved through more efficient usage; crop yield

is increased and made less volatile as crops are
adequately watered; and finally proper watering

reduces the necessity of pesticides and their
harmful build-up in crops, soil and ground
50 0
water. Over 300 growers are using PureSense

technology in California, Oregon
and Washington.
0
EA REA NTY ION IRE LEY REA AST ION T Y

AR AS LE
Y S
A O U R E G E M P VA L O A CO REG C O VA L
BA ELE GE C GO N D I N NT RAL RA T H TO
G E U E R
AN ORA
N A
DI INL OAQ RA CEN SIE
M T R NO MEN
S N J C A
LO SA N SA CR
28 SA SA
water & wastewater
+43% %
Water & Wastewater
NORTH
REGION

in Water & Wastewater Jobs
VA L L E Y
Less than 1.0
+41%
-04% 1.0 to 1.4
-02%
S AC R A M E N TO
AREA
+83% 1.5 to 2.0
More than 2.0
B AY
AREA
+47% SIERRA
REGION
SAN JOAQUIN
VA L L E Y
+07%
CENTRAL +22%
COAST +20%
INLAND EMPIRE
LOS ANGELES
AREA
+101%
-01%
ORANGE
COUNTY
SAN DIEGO REGION
NORTH COAST
SIERRA REGION
10,000 CENTRAL COAST
8,000
INLAND EMPIRE
SAN DIEGO REGION

6,000
ORANGE COUNTY
4,000
LOS ANGELES AREA
2,000
B AY A R E A
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 29
With nearly 43,000 jobs in 2008, Air & Environment is the largest of California’s green segments. From 1995 to 2005, the number
of Air & Environment jobs remained fairly steady, hovering around 35,000. However, since 2005, the number of green jobs in this
segment has increased 24 percent.
While the greatest portion of Air & Environment jobs are in the Bay Area and Los Angeles Area, the Sacramento Area accounts for
the segment’s highest growth, increasing more than two and a half times in size since 1995. Over this period, Air & Environment jobs
grew by 91 percent in the Sierra Region and 68 percent in the North Coast.
Within the Air & Environment segment, 78 percent of jobs are in Environmental Consulting. In Sacramento, the employment share in
this subsegment is double the state average. From 1995 to 2008, statewide jobs in the subsegment of Environmental Remediation,
Safety & Other reported the strongest growth increasing by 55 percent. During the same time period, employment in the area of
Emissions Monitoring & Controls decreased by 33 percent.
AIR &
12,133
ENVIRONMENT jobs
E N V I R O N M E N TA L
R E M E D I AT I O N ,
S A F E T Y, A N D O T H E R
by R e gio n EMISSIONS
M O N I TO RI N G &
CONTROL
E N V I R O N M E N TA L
C O N S U LT I N G
9,000
MAXWELL TECHNOLOGIES
http :/ / www.m ax w el l . c om
Originally founded in 1965, Maxwell Technologies

has kept up with the times, becoming one
of the leading producers of ultracapacitors,
energy storage devices that are significantly
6,000
more efficient than common batteries. The San
Diego-based company’s primary customers
are wind power generators and electric vehicle
manufacturers. Their Boostcap capacitors allow
wind companies to hedge against variable
wind speeds by storing excess power while
the product’s light-weight design make them

a perfect match for hybrid buses. Currently,
3,000
Boostcaps are used by buses in New York,

Chicago and Long Beach, but the company
hopes to expand into the rapidly growing
Chinese hybrid-bus market. Their wind power

business is already international, and InterCon,
a German wind turbine manufacturer, is their
principal client.
0
EA REA NTY ION REA IRE LEY AST LEY T N

AR AS IO
Y S
A O U R E G O A E M P VA L C O VA L CO REG
BA ELE GE C GO E NT ND I N A L TO TH RA
G U R R
AN ORA
N
DI
E AM NLA AQ NT EN NO IER
S N CR I JO CE RAM S
LO SA SA N C
SA SA
30
air & environment
+68% %
Air & Environment
NORTH
+25% REGION

in Air & Environment Jobs
VA L L E Y
+91% Less than 1.0
1.0 to 1.4
AREA
+48% More than 2.0
+157%
B AY
AREA
SIERRA
REGION
SAN JOAQUIN
VA L L E Y
-42%
+39%
CENTRAL
COAST +33%
-13%
INLAND EMPIRE
LOS ANGELES
AREA
ORANGE
COUNTY
+21%
+27%
SAN DIEGO REGION
45,000 SIERRA REGION

NORTH COAST
S A C R A M E N TO VA L L E Y
40,000 CENTRAL COAST
INLAND EMPIRE
35,000
30,000 SAN DIEGO REGION

25,000
ORANGE COUNTY
20,000
LOS ANGELES AREA
15,000
10,000
B AY A R E A
5,000

0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 31
Appendi x
California’s Core Green Economy: Green business establishment could not be verified (e.g.
Business Establishments Database on a company’s website), the establishment was
dropped from the database. Therefore, the database
Collaborative Economics has developed an
offers a conservative estimate for the numbers of
approach for identifying and tracking the growth of
establishments and jobs in the core green economy.
businesses with primary activities in the core green
economy. While most other studies on green jobs
Occupations in California’s Green Economy
are based on employer surveys and macro modelling,
this approach provides the most comprehensive The industry codes for the businesses in the Green
accounting of businesses and jobs in the emerging Establishments Database were used to determine
green economy. the occupations associated with California’s
Core Green Economy. The occupational staffing
This methodology was originally developed for work
pattern was provided by the California Employment
carried out on behalf of Next 10, a California-based
Development Department, Labor Market Information
nonprofit, and published in the California Green
Division’s Occupational Employment Statistics (1st
Innovation Index (2008, 2009, 2010 forthcoming).
Quarter 2009). The 2008 Median Annual Wage
The Green Establishments Database is a composite was provided by the U.S. Bureau of Labor Statistics’
database that draws information from multiple Occupational Employment Statistics (May 2008).
sources (including New Energy Finance and the The identification of the green increased demand
Cleantech GroupTM, LLC) for the identification occupations and green enhanced skills occupations
and classification of green businesses and also was made available by the U.S. Department of
leverages a sophisticated internet search process. Labor, Employment and Training Administration’s
CEI designed the parameters of the internet O*NET. The National Center for O*NET Development
search platform which was engineered by QL2, a submitted a report in early 2009 titled Greening of
Seattle-based developer of business intelligence the World of Work: Implications for O*NET-SOC
tools. The National Establishments Time-Series and New and Emerging Occupations. That report
(NETS) database based on Dun & Bradstreet provides a definition of the occupations classified as
business-unit data was sourced to extract business green increased and enhanced skills occupations.
information such as jobs. Because of changes to
D&B’s methodology, 1995 is the earliest year that is
comparable to the recent years.
En d n o t e s
The jobs numbers reported in the database
reflect all jobs at each business location as of The jobs numbers reported in this analysis reflect all jobs at these business locations. In the case of
1
January of each reported year. In the case of multi-establishment companies, only the green establishments are included. While this approach does
not examine specifically green occupations that are appearing across the entire economy (such as
multi-establishment companies, only the green Chief Sustainability Officer), it does account for the businesses behind the products and services that
establishments are included. While this approach these new professionals need to use in their jobs (such as advanced metering devices, co-generation
equipment, and various high-efficiency materials).
does not examine specifically green occupations that
are appearing across the entire economy (such as Erich C. Dierdorff, Jennifer J. Norton, Donald W. Drewes, Christina M. Kroustalis, David Rivkin,
2
Chief Sustainability Officer), it does account for the Phil Lewis. February 2009. “Greening of the World of Work: Implications for O*NET-SOC and New
and Emerging Occupations” National Center for O*NET Development. U.S. Department of Labor,
businesses behind the products and services that Employment and Training Administration. http://www.onetcenter.org/reports/Green.html. The report
these new professionals need to use in their jobs defines “green” as economic activity related to reducing the use of fossil fuels, decreasing pollution
(such as advanced metering devices, co-generation and greenhouse gas emissions, increasing the efficiency of energy usage, recycling materials, and
developing and adopting renewable sources of energy. The “greening” of occupations refers to
equipment, and various high-efficiency materials). the extent to which green economy activities and technologies increase the demand for existing
occupations, shape the work and worker requirements needed for occupational performance, or
The multilayered process involves both automated generate unique work and worker requirements.
and manual verification steps of business
Green occupations identified in this report come from three different sources: (a) occupations included
establishments and their activities. In cases where
in the 2006 O*NET-SOC taxonomy, (b) N&E occupations identified from research conducted on
the results were uncertain and the activities of a in-demand industry clusters, and (c) N&E occupations identified during the current research on the
greening of the world of work.
O*NET has identified 64 O*NET SOC occupations as “Green Increased Demand” occupations, 60
appendi x / endn o tes
occupations as “Green Enhanced Skills”, and 91 occupations as “Green New & Emerging (N&E)”
occupations; however, 46 of which are still waiting final approval. In this analysis of California’s
Core Green Economy, 41 “Green Increased Demand” occupations and 34 “Green Enhanced Skills”
occupations were identified in the state’s Green Establishments.
The reported drop in the Sierra Region is due to the workforce reduction of a single company in
3
sustainable forestry.
32
_Bay Area Alameda / Contra Costa /
Marin / Napa / San Benito / San Francisco /
San Mateo / Santa Clara / Santa Cruz /
Solano / Sonoma
_CEn tral Coast Monterey / Santa Barbara /
San Luis Obispo
_In land Empire Riverside / San Bernadino
_L os Angeles Area Los Angeles / Ventura
_N orth Coast Del Norte / Humboldt / Lake /
Mendocino / Siskiyou / Trinity
_Orange County orange
_S acramento Area El Dorado / Placer /
Sacramento / Sutter / Yolo / Yuba
_S acramento Valley Butte / Colusa /
Glenn / Shasta / tehama
_San Diego Region Imperial / San Diego
_SA N JOAQUIN VALLEY Fresno / Kern /
Kings / Madera / Merced / San Joaquin /
Stanislaus / Tulare
_S ierra Region Alpine / Amador /
Calaveras / Inyo / Lassen / Mariposa /
Modoc / Mono / Nevada / Plumas /
Sierra / Tuolumne
many shades of green:
Diversity and Distribution
of California’s Green Jobs
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BUSINESS SERVICES

AIR & ENVIRONMENT

WAT E R & WA S T E WAT E R

Next 10 was founded in 2003 by venture capitalist and

This report serves as a companion to Next 10’s California

California’s leadership in technology and business innovation as well as public policy

As a result, California is at the forefront of a wide range of green technologies. Many of

FROM $1.3 TRILLIO N

Part I: What do we mean by the Green Economy? 5

Part II: California’s Core Green Economy 9

Part III: Regional Distribution and Trends 19

Total Core Green Economy 20

Water & Wastewater 28

Air & Environment 30

consumers — business, households and the public sector alike — to seek

perspectives on changes under way, the approach presented

GREEN SEGMENT DESCRIPTION

• Energy conservation consulting and • Energy efficiency research

• Advanced batteries (Li-Ion, NiMH) • Fuel cells

• Emissions monitoring & control • Environmental remediation

• Consulting services • Recycling machinery manufacturing

• Water conservation (control systems, meters & • Research and testing

• Sustainable land management and business • Sustainable aquaculture

• Organizations and research institutes focused on

• Environmental law legal services • Green staffing services

• Design & construction • Site management

Manufacturing & • Advanced packaging • Industrial surface cleaning

Energy Infrastructure • Consulting and management services • Cable & equipment

man y shades o f g r een

Total business establishments and jobs

Data Source: Green Establishment Database

Total Jobs by green segment

AIR & ENVIRONMENT

10 Data Source: Green Establishment Database

green Jobs by segment

FINANCE & INVESTMENT

AIR & ENVIRONMENT E N E R GY E F F ICI E N CY

R E S E A R C H & A DVO CACY

WAT E R & WA S T E WAT E R

-100% 100% 200% 300% 400% 500%

Data Source: Green Establishment Database

energy generation jobs

percentage of energy generation jobs

percentage of green transportation jobs

Data Source: Green Establishment Database

Data Source: Green Establishment Database

95 995 08 008 95 995 08 008

water & wastewater jobs

percentage of air & environment jobs

Data Source: Green Establishment Database

95 1995 08 008 95 1995 08 008

95 995 08 008 95 995 08 008

FINANCE & INVESTMENT

Data Source: Green Establishment Database

sustainability more broadly. In other cases, entirely new

Helpers—Installation, Maintenance, and Repair Workers $24,620 Short-Term On-the-Job Training

Electrical and Electronic Equipment Assemblers $27,210 Short-Term On-the-Job Training

Helpers—Carpenters $28,480 Short-Term On-the-Job Training

Engine and Other Machine Assemblers $30,880 Short-Term On-the-Job Training

Industrial Truck and Tractor Operators $31,360 Short-Term On-the-Job Training

Production, Planning, and Expediting Clerks $44,490 Short-Term On-the-Job Training

Team Assemblers $23,580 Moderate-Term On-the-Job Training