Scaling Green Markets for a Net Zero Future

The 2023 World Economic Forum (WEF) Report, in collaboration with Boston Consulting Group (BCG), explores how businesses can scale sustainable products and services to drive green market growth. With climate action falling short of global targets, companies must take proactive leadership in developing low-carbon solutions. The report highlights how corporate strategies, government policies, and consumer demand can align to create large-scale green markets, emphasizing the economic potential of sustainability.

Key Findings

Despite growing awareness of climate issues, many green technologies remain costly, with price premiums ranging from 30% to over 200% compared to traditional alternatives. However, cost disparities are declining, particularly in renewables, electric vehicles, and green steel, where economies of scale are driving prices closer to parity. Companies that invest early in green markets can secure leadership positions, capture premium pricing, and build long-term resilience. Successful businesses collaborate with suppliers, customers, and policymakers to create value chains that support sustainable innovation.

Consumer willingness to pay a "green premium" is rising, with sustainability-marketed products growing 2.5 times faster than conventional goods. Industries such as automotive, fashion, food & beverage, and logistics are shifting toward low-carbon alternatives, with major corporations setting Science-Based Targets (SBTs) for emissions reductions. This trend is increasing demand for sustainable materials like recycled plastics, low-carbon aluminum, and green hydrogen, creating new market opportunities for suppliers who invest in net-zero innovations.

A major supply-demand gap for green materials is projected in the coming decade. Companies in plastics, chemicals, steel, and logistics face scarcity risks as supply chains struggle to meet corporate net-zero targets. Businesses must rethink procurement strategies, prioritize long-term partnerships, and engage in sustainable sourcing agreements to secure green materials at competitive prices. Additionally, government incentives, carbon pricing, and regulatory frameworks are shaping the cost landscape, further accelerating the green transition.

The report emphasizes that scaling green markets is a strategic necessity, not just a regulatory requirement. Companies that lead in sustainable innovation, develop strategic partnerships, and integrate green technologies into their business models will gain a competitive advantage. While transitioning to net-zero solutions requires investment, early adopters will capture market demand, secure premium pricing, and shape the future of sustainable commerce.

The Bibliography sources:

RESET Foundation is committed with the The Sustainable Development Goals (SDGs). With collaborative action and strategic investment, businesses can accelerate the shift toward a net-zero economy, ensuring sustainability-driven growth and long-term competitiveness. The WEF report is linked to several SDGs:

The SDG'sG's, also known as the Global Goals, were adopted by the United Nations in 2015 as a universal call to action to end poverty, protect the planet, and ensure that by 2030 all people enjoy peace and prosperity.