The adoption of sustainable practices is higher than ever before.  Consumers are driving demand for "Green" products and services from sustainable firms, and firms are finding they can reduce operating expenses with sustainable practices.  The alarming effects of global warming have seen green house gas regulations drive sustainability programs in Europe, the US, and elsewhere around the globe. 

Market Potential helps its clients adopt sustainable practices to penetrate key market segments, improve their operating efficiency, minimize environmental impacts, and produce "Green" products.  We assist in the development of strategic plans to address "Green" consumer demand and greenhouse gas regulations, technology assessments for sustainable practices, and partnership development for the supply chain. 

Sector Cases



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Sector Services

Our three core services represent the key strategic tools our clients need to grow:

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Market Assessments

We design and implement market assessment tools to help our clients understand the value of their sustainability investment to the "Green" market segment, competitor "Green" positioning, and the marketing approaches needed for success.

Technology Assessments

Market Potential provides its clients with critical information regarding the breadth of sustainable technologies and practices available in the marketplace, including the maturity, vendors, and cost impacts of their adoption.

Partnership Development

Partnerships are critical to a firm's success in adopting new sustainable practices or developing new technology.   We help our clients identify and develop the key partnerships and industry alliances they need to implement new sustainable practices and develop their technology.

Breaking Sustainability News...

March, 2015 - California Governor Brown proposes new climate change goals for 2030, including a 50% reduction in petroleum use and a renewable energy mix of 50% for the electricity grid.

January, 2015 - Through its greenhouse gas and renewable energy policies, California created over 430,000 clean energy jobs in renewable energy, energy efficiency, and advanced vehicle technology in 2014.  Clean energy jobs are expected to grow another 17% in the state in 2015.

December, 2014 - Engaged countries at the Conference of Parties (COP 20) on climate change laid the groundwork for a potential treaty in March of 2015 in greenhouse gas emission reductions.  Over 100 countries adopted a target of "zero emissions" by 2050. In conjunction with COP 20, the World Resources Institute launched new greenhouse gas standards to aid government climate change strategies.

November, 2014 - Stanford University reports that over 3,000 firms now provide annual sustainability reporting, continuing the dramatic increase in recent years.

July, 2014 - Clean Edge reports that 11 states now derive at least 10% of their electricity from renewable sources.

January, 2014 - UC Berkeley reports that 50% of the nation's carbon emissions come from the suburban population even though they represent less than half of the US population.  The suburban population tends to drive more, consume more goods, and utilize more energy.

August, 2013 - Lawrence Berkeley National Laboratory reports that prices for installed solar PV systems fell in 2012 to between $0.30/W and $0.90/W relative to 2011 prices.  Lower installed costs are helping to increase adoption of solar systems nationwide.  The decrease in installed costs was due to the reduced costs of solar panel materials.

February, 2013 - The State of California's cap and trade regulation seeks to eventually link its cap and trade efforts with as many as 6 western states and 3 Canadian provinces to create the second largest economy under cap and trade in the world. California will complete its link with Quebec under this program in 2015.

November, 2012 - Clean technology investors shift away from solar and wind applications, moving toward biofuels, bioproducts, clean water, and transportation technologies.  Solar and wind federal and state subsidies are at risk.

January, 2012 - Toyota develops new hybrid and electric vehicle technology that reduces the need for rare earth metals neodymium and dysprosium.  Commercialization of the technology is at least two years away.

June, 2011 - The International Energy Agency (IEA) reports that global, energy-related  greenhouse gas emissions increased to record levels at 30 gigatons in 2010 - 5% above previous record levels in 2008.  The IEA did not believe greenhouse gas emissions will decline soon as many energy investments are locked into coal or oil infrastructures. 

March, 2011 - State of California decisively passed the 33% Renewable Standard legislation requiring utilities to derive 33% of their power from renewable sources by 2020.