Four approaches define the strategies of companies that are already taking advantage of the net-zero growth opportunity. First, companies are adjusting business portfolios with particular attention to industry segments with major growth potential. Second, building green businesses then enables companies to penetrate markets that their current models cannot serve. Third, differentiating with green products and value propositions in existing markets allows companies to gain market share and price premiums. Finally, decarbonizing legacy businesses boosts their value. In this article, we lay out the opportunities, parse the trade-offs, and set out a path for thriving in the net-zero economy.
