New markets are being formed in response to the environmental challenges we face. Increased awareness of global challenges is creating demand for environmentally-friendly products.

Companies are increasingly realising that there is an economic perspective related to solving environmental problems. The companies see these problems as opportunities for creating new business concepts – developing environmentally-friendly products while simultaneously creating profits.

Companies are also considering what effect their behaviour has on the environment, and are re-considering their production processes, energy and water efficiency, raw material use, pesticide use and so on. Their focus is thus moving towards environmental responsibility – how companies can continue to operate profitably while simultaneously causing as little harm as possible to their surroundings.