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A serious question: why is the introduction of green innovations progressing so slowly?
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That’s a serious — and very relevant — question. The slow pace of green innovation is rarely due to a lack of ideas or technologies. It’s usually caused by misaligned incentives and systemic inertia. From a business-model perspective, companies still operate within frameworks that reward short-term efficiency rather than long-term sustainability. Energy prices, tax systems, or procurement rules often make “business-as-usual” the cheaper and safer option. Many SMEs also face limited access to capital, data, or skills, so they postpone investment until the benefits are proven by others. Another barrier lies in fragmented ecosystems — innovators, regulators, and customers move at different speeds. A company may be ready to reuse materials, but the logistics or legislation around it are not. Green transformation therefore requires coordination, not only innovation. The turning point comes when businesses realise that sustainability is not a compliance cost but a strategic advantage — a new way to differentiate, attract talent, and build resilience.
Kacper Miodoński
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