Can the green consumer really make a difference?

"Perhaps I'm naive, but I don't think the green consumer will be the answer," Patrick Atkins, director of energy innovation at Alcoa aluminum company, said during a Global Innovation Outlook forum led by IBM Corporation.

"You can't tell poor, struggling people to just pay more," Hugh Aldridge of the Cambridge-MIT Institute warned. "If you price things out of reach for people you don't have stability, you have rebellion."

Those were two quotes from an IBM think-tank which discussed how business needs to be the leader of the green revolution by sharing technology and costs.

Why should business take the lead?

If they don't, eventually the government will with regulations that most businesses will not like. So it is actually to the benefit of the business world to do the right thing.

So let's get going already!