"Climate change is the greatest market failure the world has ever seen, and it interacts with other market imperfections. Three elements of policy are required for an effective global response. The first is the pricing of carbon, implemented through tax, trading or regulation. The second is policy to support innovation and the deployment of low-carbon technologies. And the third is action to remove barriers to energy efficiency, and to inform, educate and persuade individuals about what they can do to respond to climate change."

HM Treasury, Stern Review on the economics of climate change, Executive summary short, Page viii Summary of Conclusions

How to persuade six billion consumers or even part of them living in the industrialised world to adopt a way of living in harmony with Nature if not with personal and financial interests?

The ability to deduct costs of living with products that ensure sustainable development from taxable income will arouse the interest of the consumer to change his way of living. This accounting ability will complement the tools of the market and correct its failure caused by the lack of management of the costs of living.

It is by accounting for a sustainable way of living that it is created.

The demand of these consumers will support innovation.

Brussels, 23 November 2006 Willem Adrianus de Bruijn