A few short years ago, I came to the conclusion that advertising is really just a bunch of noise unless it also involves helping our rapidly unraveling planet. It could have been the urge to make a better world for my teenage daughter, or just the daily news about penguins and polar bears, but I wanted to do my part.

It was around that time that I came up with the idea for Sunlight: An advertising and marketing organization–”agency” is too strong a word–focused entirely on marketing renewable and green technology to a world that needed a little kick in the rear to adopt it.

The timing wasn’t right then, but maybe it is now. Hence, a new virtual marketing group. A collaboration. A collective. An idea: Sunlight.

For now, I’ll continue to pay the bills via contract work. I’m lucky to have some great clients who encourage me to push boundaries and do what I do.

Meanwhile, more and more roofs are going solar. Teslas are everywhere. People are commuting to work by electric bike, electric kick scooter, electric hoverboard.

Maybe this whole alternative energy thing isn’t as crazy as it sounds.

We still aren’t adopting it fast enough, so there’s a lot of room for a group with a strong voice to do effective work. And while much of the work done is still nonprofit, more and more profitable companies are emerging on the backs of these technologies, making a a marketing agency a viable proposition even when social media companies are sucking up most of what used to be ad media revenue.

Over the years, my own work in this area has included ridesharing, solar panel and electric car doohickeys such as analog-to-digital components, software that automatically turns off huge numbers of computers, and paperless agreement technology. But the (petroleum-free) ride has just started.

Get in touch if we should talk.

Dave Dumanis is a 25-year San Francisco Bay Area copywriter, creative director and advertising veteran.