Not everyone is convinced that entrepreneurship can come up with genuine solutions that protect the environment and the climate. How can the preservation of our planet be achieved using the same means that have triggered so many of the problems in the first place, i.e. our growth-oriented, capitalist economic model? And won't ecopreneurship just further strengthen dominant economic patterns instead of breaking new ground in alternative ways?
Ecopreneurs take a different view: if they stay stuck in a niche or they don't manage to establish themselves on the mainstream market, solutions to environmental and climate issues will only ever be able to have a limited influence. By contrast, working to shake up the market economy "from within" can have a significant positive impact - like if a company succeeds in making an environmentally-friendly service or product so successful that it asserts itself on the mass market.
However, not everyone who claims to be an ecopreneur really does follow truly sustainable goals. Many companies have adopted ideas of ecopreneurship and integrated them effectively into their market strategies and CSR concepts. However, they often don't communicate their exact working methods and impact in a completely transparent manner.
Radical transparency in business is another key characteristic of the way that true ecopreneurs work. By communicating clearly about how their business works and constantly questioning its own structures and methods, it's clear for everyone to see what exactly is that the company stands for. And at the same time, it ensures that the company itself doesn't lose sight of its ethical goals or allow itself to be swallowed up by an economic system that is geared exclusively to maximum profits and growth at any price.
https://en.reset.org/knowledge/ecopreneurship-innovative-business-climate-impact-11202019
