The Role of Green Branding in the Race to Innovate World Energy Markets
October 2011
Consumer-driven market innovation

At "Solutions for Sustainability", the 12th annual conference of the German-British forum held in London on 11 and 12 October 2007, Arthur D. Little emphasised the role of green branding. We are seeing consumer-driven market innovation. With green electricity tariffs, some consumers are willing to pay an ecological premium. Green branding plays an increasingly important role - especially when public policy is increasingly supportive of new decentralised generation technologies.