"Our customers want things to be simple. Everybody wants to meet their sustainability goals. They want to do the right thing ... in a clean and green way," said Lynda Clemmons, vice president of sustainable solutions at NRG Energy, the U.S.integrated power company.
The company is working a new project called "Renewable Select" that combines generation and retail to bring the choice of renewables to customers who want it, but might not have as large a purchasing power as the Googles and the Microsofts, as Clemmons noted.
The growth of renewables means the growth of clean power, but also consumer choice.