ABSTRACT
William Brent of Weber Shandwick has suggested that 2010 and beyond will see a growing emphasis on standards and certifications for green businesses and technologies. In 2010 Brent expects to start to see “standards gain a higher profile—whether building codes, water or carbon labeling, unified standards for the smart grid, and so on, creating a clear marked play-field in the rules to consumers as needed.” Of interest to green entrepreneurs, ISO standards allow business owners to base the development of their products and services on reference documents that are recognized internationally and that have broad market relevance. Business owners can also seek certifications that show they comply with ISO standards. The objective of the program is to challenge individual companies to develop long-term climate change strategies.
