This report, written in collaboration with Boston Consulting Group, demonstrates how green market leaders can thrive by taking an early market position and investing in green technologies, even if they currently come at a cost premium. Consumers are increasingly willing to pay a “green premium” for sustainable products, and early adopters in both upstream and downstream parts of key value chains are already capturing price premiums. In order to succeed in green markets, companies should design a green target portfolio, shape their value proposition, identify target segments, create a green pricing strategy and work to unlock scaling barriers.

While pioneering green markets involves taking a risk, it is likely to pay off as untapped markets emerge and are willing to pay more for sustainable products.