If Your Climate-Saving Product Costs 2–3x More, “Green” Is Not Enough
A planet-saving product can still fail in the market. That is the uncomfortable truth many climate-tech and sustainable-materials companies face. If the alternative is 2–3x costlier than the incumbent, customers may admire it, investors may praise it, and policymakers may support it — yet procurement teams may still say: “Not at this price.” This is…