Building Competitive Green Industries

47 48 49 50TABLE C3. Market development (continued)Name ofinstrumentDescription ofinstrumentEvaluationCommitmentperiodExampleSustainableprocurement 47Purchasing policies bygovernments and largecorporations, wheredecision making takesinto account externalenvironmental andsocial costs, in additionto financial (internal)costsCan be a powerful means to drivedemand for clean technologyproducts and services asgovernments tend to be the singlelargest consumers in an economy.However the exact criteria can varysignificantly between organization,thus consumption that is radicallymore sustainable than “businessas usual” does not always occur.Policy continuitydrives long termdemand forclean technologyproducts andservicesIn 2007 the Federalgovernment of Brazilimposed publicprocurement criteria toensure the purchase oflegally-certified sustainablewood products, with criteriadesigned to increase theparticipation of SMEs.However more widereachingand progressivesocial and environmentcriteria has been legislatedby the State of Sao Paulo. 48Public rankingsA ranking ofcountries, businesses,organizations ormunicipalities basedon the production orconsumption of cleantechnologyAs with all rankings, resultsare the product of context-freecriteria that are unlikely to reflectfairly the performance of alltarget entities or jurisdictions,for the sake of comparison.While rankings can stimulate ahealthy degree of competition,and hence motivation to reachspecific targets, they can alsohave a counter-productive effectwhereby the “usual suspects” (forinstance, Scandinavia) dominatethe rankings, thus demotivatingothers and having a competitiveeffect only at the top.Most rankingsare publishedyearly and obtainstatus andfollowing overtimeThe Global Cleantechnology InnovationIndex, published by theClean technology Groupand WWF, first publishedin 2012 ranked Denmark,Israel, Sweden, Finland andthe United States as thetop-5 countries for cleantechnology innovation. 49CampaignsCan take many formsand be official (thatis, government-led),commercial, individualor community-basedand broad or specificin focusNeed to be simply, clearmessages most campaigns areconducted online and can lead to“crowdfunding” (that is, a largenumber of small contributions),especially relevant for diasporapopulations to support initiatives intheir home countriesNormally shortterm, targetedUNDP has supported acampaign to “crowdfund”solar energy for schoolsin Croatia, whichdemonstrated the powerof campaigns and thepotential of crowdfundingas a niche instrument. 50ontinued on next page47 For a generally overview of sustainable public procurement (SPP), see: http://esa.un.org/marrakechprocess/pdf/InnovationBriefs_no5.pdf48 See Brauch, M. (2012) “Sustainable Public Procurement in the Sao Paulo State Government” www.iisd.org/pdf/2012/spp_sao_paulo_brief.pdf49 For the full report, see: http://awsassets.panda.org/downloads/coming_clean_2012.pdf50 For more information on this campaign, see: www.al.undp.org/content/croatia/en/home/presscenter/articles/2013/12/02/crowdfunding-campaign-for-the-first-energy-independent-school-in-croatia-to-be-launched/Appendix C. Policy Options and Instruments99