The private sector is the major source of innovation, technology and investments that can transform the global energy system.
The market for green products and services is growing rapidly but remains underdeveloped because people may find it difficult to locate these products and trust their environmental claims. According to a recent Business Week article, "As green products proliferate, innovative marketing will be key to attracting consumers' attention."
You may want to revisit your marketing strategy, aiming to listen more carefully to the needs of consumers, your customers, as well as finding ways to help them consume in more climate friendly ways. This can take many forms, from the online click for carbon offsetting on a tourism booking website to the label on a product at the local retail store.
Close attention to consumer loyalty and behaviour needs to consider carefully renewed consumer interest in climate matters. In many countries consumer surveys report that growing numbers of consumers are willing to buy green products if given the choice. Innovative product design and presentation as well as responsible marketing and communications can help ensure that this consumer interest translates into consistent purchasing behaviour at the point of sale.
The Natural Marketing Institute (NMI) has identified sales of "health and sustainability" products at an estimated US$550 billion worldwide in 2006. These customers are characterised by strong environmental and social values and purchase decisions based on those values. They are less price sensitive and the earliest adopters of new and innovative products, and they actively try to influence others to purchase green products and services.
Getting these customers to buy requires a company to meet both green and conventional product expectations, be good corporate citizens, and communicate substantive and credible information on all parts of the company's product and business. Your own customers can also be a good source for new products and services that reflect their values. Your own product labelling can help communicate your company's commitment to better environmental practices, and help customers make more informed decisions and change their user behaviour.
Innovative product
Design and presentation as well as responsible marketing and communications can help ensure that this consumer interest translates into consistent purchasing behaviour at the point of sale.
Euan Murray from the Carbon Trust says pressure from consumers for products with a reduced climate change impact represents 
