Others have more modest environmental ambitions but get their business model right, grow swiftly and go on to make a tangible difference. The Green Insurance Company is in the second category. The eco-car insurer, launched last year, is not offering a revolutionary product but has obviously struck a chord with the public. The company now expects to attract more than twice as many customers in 2008 as it initially predicted. Each one will be engaging with a company proud to have a green streak running right through it.
As the Green Insurance Company itself admits, car insurance is not a product with an inherently high environmental profile. Nevertheless, the firm's founder Andrew McMillan believed there was a gap in the market for a green insurance product to help drivers make a difference.
The company believes that suppliers must make it easy and cost-effective for customers to behave in an environmentally responsible way. It promises cheaper premiums to those with low-emission cars and/or those who drive less each year.