Mobilizing markets – demand policies that deliver

Developed by WBCSD‘s Center for Decarbonization Demand Acceleration (CDDA), this policy briefing builds on the Business Breakthrough Barometer, the annual pulse-check from leading businesses on the pace of the net-zero transition. In the Barometer, over half of business leaders identified policies to stimulate demand for near-zero carbon products as the most urgent priority for governments over the next 3 years.  

This briefing provides policymakers with the business perspective on demand-side policies, offering clear and actionable guidance on the priorities and design that are critical to accelerate investment decisions. 

What you’ll find inside 

Which demand side policies matter most to business and why they unlock investment: 

• Green public procurement (GPP): using government purchasing power to create demand for low-carbon products and accelerate market development. 
• Mandatory mechanisms: setting binding requirements for a minimum share of near-zero carbon products, sending clear demand signals and unlocking investment. 
• Buyer incentives: offering time-limited financial incentives to buyers or users of near-zero carbon products, bridging the cost gap. 

A critical demand enabler identified by business: explaining the role of chain of custody models (CoC) in linking downstream demand to upstream investment, building scale and trust. 

Why it matters 

Robust demand-side policies are the missing piece to scale near-zero solutions. They create predictable markets, de-risk private investment, and drive innovation across value chains, delivering both economic growth and climate impact.  

Download the policy briefing to explore actionable insights, real-world examples, and business-backed recommendations for accelerating industrial decarbonization through demand-side policy.