2004 Forum Report: Financing Technologies for the Environment
Open Space Sessions: Role of Government/Market in Stimulating Demand
Facilitated by Belinda Morris, Natural Equity
This was a brainstorming session about different things that could be done by either government or the private sector.
Government: renewable portfolio standards are driving demand for clean energy; government can be an "early adopter" of technology like low emission vehicles; support incubators and bootcamps for environmental companies; include lifetime costs (not just immediate costs) in government contracting decisions
Private sector: actively target consumers with disposable income, they have the capability to be early adopters; need good marketing, product placement on TV to make products "cool"; make it easier for retailers to sell (and consumers to buy) pro-environment products either by having specialized marketing intermediaries, trusted brands and/or one-stop shops like a "green department store"; products need to be easy to purchase and from established brands plus be green in order to interest wide group of consumers.
