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      "text": "When green premiums make sense\nWhile green premiums may hinder adoption in fast-moving consumer goods, durable goods and consumer services, they are absolutely essential for financing the initial phase of decarbonizing heavy industry. Our Powered for change6 report highlights targeting green premiums as one of three levers for reducing emissions, particularly in the steel, metals and mining, cement, chemicals and freight and logistics industries.",
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      "text": "In the current paradigm of green innovation, most companies tweak their product offering with eco-friendly attributes. Then they seek to recoup their investments by charging higher prices to a target market willing to pay this “green premium”. But higher prices often prevent green desire from translating into real purchase action.",
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