Using alternative sources of fuel, or doing any research about them is really not there job unless they feel they can gain a competitive advantage for doing so.
Sometimes I think it's just lip service. However, many companies are trying to reposition themselves as being enviromentally friendly. The only reason to do that is to increase brand loyalty, increase revenues, or to gain some sort of advantage in the market.
Still another reason is to keep extreme evironmentalist and the government off there back. A losing battle if you ask me because extreme evironmentalist and the government are never satisfied. They'll always find a problem with something.
If you want to help them embrace it you need to convince investors to start convience stores that sell the alternative sources of fuel. The best thing about gasoline is the infrustructure, you can fill up any where in the U.S., Europe, South America, nearly the entire world. Not so with the alternatives.
The only reason to embrace such alternatives is to have a product(s) that can compete with gasoline which would give consumers choices. This would lower energy costs and produce better products.
Right now people want alternatives to replace gasoline. This is wrong. We want gasoline, and ethonal, and natural gas, and electricity, etc. Having alternatives implies choice. Something consumers don't have currently when it comes to filling up their vehicels. We want the alternatives to compete with gasoline, there by forcing gas companies (and car companies) to produce better burning efficiencey and better mpg.
When companies finally see the "green" behind such alternatives then you'll see some action. But it'll take time because there's a lack of infrustructure for the alternatives. Such enterprizes will have to start in local markets until they get big enough to expand.