Green Innovation Shows New Markets Don’t Have to Be Disruptive

Companies can address environmental challenges for society while delivering immediate economic benefits for themselves.

Illustration by Maus Baus

We all value a good environment and understand its importance for the future, but the environmental mandate is often viewed as a noble yet daunting goal that usually or typically requires considerable costs and sacrifices in the short to medium term.  Adopting green technologies, for example, can cause notable disruptions to existing industries and impose significant corporate and social adjustment costs. But must advancing one priority always come at the expense of the other? Our answer is no. In many cases, companies can create innovative solutions that address environmental challenges for society while delivering immediate economic benefits for themselves.