Market transformation is based on observing time and time again how innovations are adopted and diffused through society and the marketplace. First, a small number of pioneering individuals or organizations pick up the idea. Under the right conditions, particularly if the innovation is supported by good policy design, it gradually moves more deeply through society.
A strategy for moving sustainable innovations mainstream
- The market transformation bell curve shows this process.
Guidance for developing a strategy to support behavioural change
The costs from Hurricane Katrina are still not entirely accounted for. Cost estimates range upward of $200 billion, or 1% of the US gross domestic product for the one storm. (Centre for Integrative Environmental Research, 2007)
