His Royal Highness calls for a Marshall-like Plan for Nature, People and Planet
to accelerate progress

The pace and scale of the Reset effort required is unprecedented and the Sustainable Markets Initiative, working with ‘Coalitions of the Willing’, is identifying and scaling up solutions that aim to put Nature, People and Planet at the heart of our economy.

To accelerate these efforts, HRH called for a form of ‘Marshall Plan for Nature, People and Planet’ to advance a ‘blue-green’ recovery and set the course for a sustainable future rooted in a new economic model – a circular bioeconomy that puts Nature and the restoration of Natural Capital back at the centre of the entire process.


Part of the Sustainable Markets Initiative, RE:TV champions the most inspiring innovations and ideas that point the way towards a more sustainable future. Content is curated by editor-in-chief, His Royal Highness The Prince of Wales.

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Three market transitions underpin the transformation to sustainable markets:

  • A dramatic shift in corporate business models
  • An aligned, incentivized and mobilized financial system
  • An enabling environment that attracts investment and incentivizes action

Sustainable markets are designed with the intent to ensure the economy operates in favour of people and planet while contributing to growth and prosperity.

It is time to align sustainable solutions with funding in a way that can transform the marketplace. I am greatly encouraged that the members of my Sustainable Markets initiative are starting to lead the way.

– HRH The Prince of Wales

His Royal Highness’ 10-point Action Plan is the framework to advance a ‘Marshall-like Plan for Nature, People and Planet’ bringing together, mobilizing and accelerating global efforts

Default Setting

Shift default settings to sustainable by putting Sustainability at the core of our business models, our decisions & our actions.


Outlining responsible transition pathways to decarbonise and achieve net & negative zero to reimagine industries through the lens of sustainable markets.


Transitioning our existing systems by creating entirely new industries, products, services and supply chains.


Identify game changing technologies and emerging solutions whilst eliminating the barriers to transition.


Reversing perverse subsidies & improving incentives for sustainable alternatives.


Invest in STEM, innovation & R+D with a focus on sustainable solutions.


Investing in Nature as the true engine of our economy.


Adopting common metrics and standards so consumers, investors & shareholders are better informed to make better decisions & sustainable options the trusted and attainable option.


Embedding positive & negative social & environmental costs into goods & services to ensure sustainable options are obtainable.


Connecting investments to investibles by using platforms that can rapidly scale solutions and transform the marketplace.

The Sustainable Markets Council

His Royal Highness The Prince of Wales, in collaboration with the World Economic Forum, established the Sustainable Markets Council in September 2019

The power of this group lies in their willingness to provide in-kind advice, explore creative solutions, model sustainable leadership in their own organizations, enable access to their networks and resources, and champion Sustainable Markets at a global scale.

See all members

Sustainable Markets in action

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