We are calling for a new kind of market:
a sustainable market

Inclusive, equitable, green and profitable where sustainable principles drive growth; a market that will generate long-term value across society through the integration and balance of natural, social, human and financial capital.

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

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

Our impact to date

  • 19 Council Members
  • 2,500 Citizens Engaged
  • 5 Roundtables

We now at last have a hugely important opportunity to reimagine our world through the lens of Sustainable Markets, and to put people and planet at the heart of global value creation.

– HRH The Prince of Wales

10-Point Plan to Accelerate the Transition to Sustainable Markets:

Default Setting

Putting sustainability at the centre of our business models, our analysis, our decisions and our actions.

Pathways

Outlining responsible transition pathways to decarbonize and achieve net zero.

Systems

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

Solutions

Invest in game changing technologies and emerging solutions while eliminating the barriers to progress.

Policies

Reversing perverse subsidies and improving incentives for sustainable
alternatives.

Innovation

Invest in STEM and R&D with a focus on sustainable solutions, alternatives and industries.

Nature

Building conservation and nature-based solutions into our asset base and supply chains as the true engine of our economy.

Standards

Adopting common standards and comparable metrics so consumers, investors, shareholders and the public are better informed to make better decisions.

Prices

Embedding positive and negative social and environmental costs into goods and services to ensure sustainable options are attainable.

Platforms

Connecting investments to investables 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

See all news
  • 22 January 2020
    World Economic Forum

    HRH Prince of Wales Announces 10-Point Plan and Sustainable Markets Initiative to Kickstart Decade of Delivery at the World Economic Forum Annual Meeting 2020

  • 13 November 2019
    Associated Press

    Prince Charles discusses climate change with Indian experts

  • 25 October 2019
    Evening Standard

    Prince Charles calls on city to invest 'trillions' in sustainable schemes to help save planet

  • September 2019
    Sustainable Markets Initiative

    Special Address by HRH Prince of Wales explaining Sustainable Markets