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    Green FinancialProducts & Services:Current State o Play and Future Opportunities

    Financial institutions are starting to see the

    top line, money-making reality o delivering

    sustainability to corporate and retail clients.

    Theres nothing like a new, successul product

    or service roll-out to get a bankers, insurers

    or asset managers blood owing. Products that

    gain traction in the market-place will delight

    clients, add value, build careers and boost the

    bonus pool. With a remarkable eco-Zeitgeist

    capturing the public and corporate imagination

    worldwide, fnancial institutions are rushing tomarket with new or re-packaged product and

    service oerings rom green auto insurance

    to innovative pro-eco mortgages and new

    sustainability-backing investment unds. UNEP

    Finance Initiatives North American Task Force

    has taken a tour around the world o fnancial

    services to assess whats in the market, what

    the key trends are, whos innovating and what

    products and services are persuading clients

    to lend, buy, invest or insure. I you enjoy this

    CEO Briefng then be sure to download the

    ull study rom the UNEP FI website at www.

    unepf.org.

    Consumers are witnessing a ood o new fnancial products

    and services geared towards rewarding and/or stimulating

    environmentally-sustainable behavior and practices. No longer

    relegated to niche markets, these green fnancial oerings are

    appearing across all regions and banking sectors. The speed at which

    new products are being launched, along with the range o dierent

    product designs and eatures, has made it challenging or fnancial

    sector stakeholders to keep abreast o developments, along with their

    drivers and trends.

    This briefng summarizes the fndings o a more comprehensive UNEP

    FI study (download available at http://www.unepf.org/fleadmin/

    documents/greenprods_01.pd), exploring currently available or

    proposed green fnancial products and services. The studys scope

    includes the North American market and key international markets,

    with a ocus on green fnancial product and service development in

    Europe, Australia and Japan. The ull review and inventory o products

    leads to the identifcation o best practices, lessons learned and, as

    oten as possible, actors that helped create successul (or ailed) green

    fnancial products and services. This inventory and analysis, classifed

    largely by sector, aims to provide North Americas fnancial communitywith a toolkit that can help fnancial institutions identiy and evaluate

    environmental market opportunities that meet their business needs.

    CEObriefngA document of the UNEP FI North American Taskforce October 2007

    The Casefor GreenFinancial Products

    While green fnancial product and service

    opportunities vary across sectors and

    markets, a business case or these items is

    gradually taking shape. Tangible benefts to

    green product/service development may

    include:

    Improved market share

    Increased profts

    Customer acquisition and loyalty

    Higher employee satisaction and

    retention

    Reputational benefts (improved brand

    image)

    Positive media attention

    Environmental awareness and benefts

    Improved license to operate

    Strengthened relationships and

    partnerships with external stakeholders

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    2 UNEP FI Green Financial Products and Services

    Drivers & Trends of Green ProductDevelopment

    The demand or environmental products and services, particularly green fnancial products and

    services, is on the rise in North America. Comparing this green evolution o North Americas

    attitudes to those abroad, it becomes apparent why North Americas fnancial institutions have

    been slower in oering green banking products and services. However, this comparison

    indicates the direction in which new product and service oerings are headed.

    Three overarching drivers and trends are

    behind the emergence and growth o green

    product and service demand:

    Environmental Knowledge & Media

    Coverage: The inormation age has enabled

    an unprecedented understanding o the

    severity, sources and implications o various

    environmental challenges. Higher levels o media coverage about these issues, along with

    multinational environmental campaigns and outreach initiatives have helped improve the

    general publics understanding o the issues.

    Environmental Awareness & Public Opinion : A relatively high degree o environmentalawareness and government support or environmental sustainability in Europe has driven

    ever-growing consumer demand or eco-riendly products and services. Recent opinion

    polls, corporate initiatives, and shareholder actions suggest a similar environmental

    awakening is building momentum in North America.

    Environmental Regulation & Legislation: Regulatory actions, particularly those which

    provide price certainty in environmental markets and those that prohibit unsustainable

    practices, can signifcantly stimulate demand or green products and services among bank

    clients. In Europe, proactive governmental policy, such as the European CO2Emissions

    Trading Scheme, German eed-in-taris or renewable energy and Dutch Green Funds, has

    helped trigger both demand or, and development o, greener consumer options.

    As environmental understanding and awareness grow in North America, along with the

    emergence o more stringent environmental regulation, so too will the demand or products

    and services aimed at ostering environmental sustainability. This demand will also expose

    new business opportunities, leading to a diverse array o products and services in many

    sectors. Organizations that have the oresight and capacity to tap into this desire by consumers

    to aect positive environmental change may experience benefts ranging rom improved

    corporate image to increased growth and competitiveness in the marketplace.

    Given their intermediary role in the economy and ar-reaching customer base, fnancial

    institutions will be well-positioned to beneft rom the design and marketing o new green

    products and services, while urthering their contribution toward sustainable development.

    Review of Green Products & Services

    Until a ew years ago, most traditional banks did not practice green banking or actively seek

    investment opportunities in environmentally-riendly sectors or businesses. Only recently have

    these strategies become more prevalent, not only among smaller alternative and cooperative

    banks, but also among diversifed fnancial service providers, asset management frms and

    insurance companies. Although these companies may dier with regard to their stated

    motivations or increasing green products and services (e.g. to enhance long-term growth

    prospects, or sustainability principles on which a frm is based), the growth, variation andinnovation behind such developments indicate that we are in the midst o a promising drive

    towards integrating green fnancial products into mainstream banking.

    This product and service review is divided into the ollowing banking sectors:

    Retail Banking

    Corporate & Investment Banking

    Asset Management

    Insurance

    Retail Banking

    Green Mortgages: In general, green mortgages, or energy efcient mortgages (EEMs), provide

    retail customers with considerably lower interest rates than market rates or clients who

    purchase new energy efcient homes and/or invest in retrofts, energy efcient appliances

    2007 Report

    Green Financial Products

    & ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    According to a recent Yale poll, 75% o Americans acknowledge theirown behavior can help reduce global warming; and 81% eel it istheir responsibility to take action against this environmental challenge.According to the same study, 75% o the public is willing to purchase solarpanels, and 67% would consider buying a hybrid vehicle.

    2007 Report

    Green Financial Products

    & ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

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    3 UNEP FI Green Financial Products and Services

    or green power. Banks can also choose to provide green mortgages by covering the cost o

    switching a house rom conventional to green power, as well as include this consumer beneft

    when marketing the product. These retail products come in dierent designs, some o which

    have met more success than others.

    Green Home Equity Loans: Reduced rate home equity loans, sometimes reerred to as second

    mortgages, can help motivate households to install residential renewable energy (power or

    thermal) technologies. In designing and oering these incentive-based products, a number o

    banks have also partnered with technology providers and environmental NGOs.

    Green Commercial Building Loans: Attractive loan designs and arrangements have started to

    emerge or green commercial buildings, characterized by lower energy consumption (~15-

    25%), reduced waste and less pollution than traditional buildings. Some appraisers are now

    recognizing reduced operating expenses, improved perormance and longer lietimes

    associated with these green unctions and eatures. Lower project costs improve net operating

    income, a key actor when evaluating property using the income approach.

    Green Car Loans: With below market

    interest rates, many green car loans

    encourage the purchase o cars that

    demonstrate high uel efciency. The number

    o these products has increased in recent

    years, with the majority being oered in

    Australia and Europe. Most green car loans

    are being oered by credit unions, such as

    mecu (see box 1), as innovative vehicle

    lending has proven to be an ideal niche or

    smaller fnancial institutions. .

    Green Cards: A broad amily o green

    products includes debit and credit cards

    linked to environmental activities. Most

    green credit cards oered by large creditcard companies oer to make NGO

    donations equal to approximately one-hal

    percent o every purchase, balance transer

    or cash advance made by the card owner.

    Annual Percentage Rates (APR) or afnity

    cards normally range between 15-22%, and

    many also charge annual user ees. Over

    the past year, tying cards to a GHG oset program has become increasingly popular among

    European fnancial institutions. This supplementary service can be implemented at little cost

    to the fnancial lender, with the potential or sizeable fnancial and reputational returns. In

    recent months, some banks have announced ambitious green credit card designs, including theBarclaycard Breathe (see box 2).

    Corporate & Investment Banking

    Green Project Finance: A number o banks have created service divisions, or teams,

    dedicated to large-scale renewable energy project fnance, such as Rabobank Internationals

    Project Financing Department, Barclays Natural Resources Team and WestLBs Global Energy

    Team. By 2005, the majority o leading European banks had debt portolios that contained

    committed lines to entirely, or partially, fnance renewable energy assets. Banks have alsostarted to employ innovative fnancing arrangements or large-scale clean uel and renewable

    energy projects. Leaders in this space have achieved reputational benefts through media

    exposure, public recognition and corporate responsibility awards.

    Green Securitization: A variety o innovative

    environmental securitization techniques have

    begun to emerge, including: orest bonds

    (see box); eco-securitization pilot programs;

    and green mortgage-backed securities.

    Green Venture Capital & Private Equity:

    We increasingly see consideration paidto environmental issues when fnancing

    companies through the capital market (IPOs

    Product Case Study 1

    mecus goGreen Auto Loan

    In 2003, Australias mecu, the rst credit union in the world to becomea member o UNEP FI, took the lead in creating an innovative productpackage or its goGreen auto loan; a decision that quickly paid o. Foreach loan, the bank considers a GHG rating associated with the vehicletype, and provides a low interest rate accordingly. In addition, or the termo the customers loan, the bank also commits to osetting 100% o thecars CO

    2emissions. Since the inception o its goGreen auto product,

    mecu has seen a 45% climb in car loans.

    Product Case Study 2

    Barclaycard Breathe

    Barclaycards new climate credit card is designed to provide discounts andlow borrowing rates to users, but only when they purchase environmentally-riendly products and services, such as energy ecient appliances or publictransportation passes. The bank will donate hal o Barclaycard Breathesater-tax prots to und carbon emission reduction projects worldwide. Theproduct was launched in association with Barclays Were in this togethercampaign to help British households reduce carbon emissions by one tonne,between 2007 and 2010.

    2007 Report

    Green Financial Products& ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    Forest Bond:

    Lesson Learning Opportunities

    A orest bond has recently been designed to und large-scale reorestationin Panama, which will improve water fow management and transport alongthe Panama Canal by trapping sediment and nutrients along its banks.The project will see re-insurers underwrite a 25-year bond, while requent

    users o the waterway (such as Walmart) and investors will purchase thebond. It is expected that the long-term nature o the orest bond willeectively match the need or long-term assets by traditional investors.

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    4 UNEP FI Green Financial Products and Services

    and bond issues). In particular, banks can play a pivotal and proftable - role in assisting

    with IPOs or clean technology providers, carbon credit developers and other frms marketing

    environmental products and services. Banks can also establish a capital base or environmental

    projects through specialized private equity units ocused on clean energy growth markets and

    investment opportunities.

    Green Indices: Some banks have recently developed indices that uctuate as uture

    environmental opportunities and challenges emerge. For instance, ABN AMRO has developed

    an equity index consisting o frms whose businesses address issues related to global warming

    and the environment. This builds on a series o indices, created in 2006, which was based onindividual industries, including carbon abatement technologies, water, solar, ethanol, renewable

    energy and natural gas. More recently, Merrill Lynch has developed an energy efciency index,

    the only index to ocus solely on energy conservation and demand side management. The new

    index identifes well-positioned market segments, with lower levels o energy consumption,

    and thus smaller carbon ootprints.

    Carbon Commodities: To date, carbon

    market products and services have

    largely been ound in Europe, driven

    by the January 2005 implementation o

    the EU Emissions Trading Scheme (EUETS); a scheme that has put over 12,000

    European industrial sites, including some

    US subsidiaries, under a carbon constraint.

    In North America, only a ew banks

    have taken steps towards participating in

    the growing carbon market, including:

    Goldman Sachs, Merrill Lynch, JPMorgan

    Chase, Morgan Stanley, Citigroup and Bank

    o America. Carbon fnance centers on the provision o equity, loans and/or upront or upon

    delivery payments to acquire carbon credits rom Clean Development Mechanism (CDM) and

    Joint Implementation (JI) projects. Most banks acquire carbon credits in order to serve theircorporate clients compliance needs, or to supply a tradable product to the banks trading

    desks. Several European banks, namely HSBC, Barclays Capital, Fortis, and ABN AMRO, are

    very active in this feld, employing a range o fnancing approaches to improve portolio

    diversifcation, secure opportunities and hedge risks.

    Asset Management

    Green Fiscal Funds: Dutch banks currently beneft rom a government-led Green Fund

    initiative, launched in 1995. By purchasing shares in a green und, or investing money in agreen bank, citizens are exempted rom paying capital gains tax and receive a discount on

    income tax. Investors can thereore accept a lower interest rate on their investment, while

    banks can oer green loans at a lower cost to fnance environmental projects. To date,

    Rabobank has established one o the more successul green unds; in 2005, its und had

    acquired 63,000 investors and provided 2 billion in green loans.

    Green Investment Funds: Sustainable investment unds have evolved through three

    generations, where the complexity o assessing investment eligibility rises at each level.

    First generation unds solely employ exclusionary social and/or environmental criteria;

    second generation unds use positive criteria that concentrate on progressive social and/

    or environmental policies and practices; and third generation unds apply both exclusionary

    and positive criteria to assess and select

    potential investments, with a ocus on relative

    perormance within a sector using a best-in-

    class approach.

    Carbon Funds: Collaboration between

    multilateral development banks and private

    fnancial institutions has led to the emergence

    o a variety o carbon unds to help fnance

    GHG emission reduction projects to curb

    climate change. Acting as a collective

    investment scheme, a carbon und receivesmoney rom investors to purchase CO

    2

    emission reduction credits (including, but not

    Gaining Expertise in the Carbon Market: Best PracticeCase

    BNP Paribas has widely recognised expertise in carbon nancing, and hassuccessully established a carbon credits portolio, exceeding 25 milliontonnes until 2012. The bank oers dierent types o carbon nance servicesat dierent stages o the project and Kyoto cycle: equity or o-take contractsat early project idea stage; project nance and export nance solutions atproject implementation phase; pre-nancing solutions (i.e. nancial loanbased on the uture proceeds rom sale o carbon credits) or registeredCDM/JI projects; and, at any stage o the project, o-take and derivativessolutions, allowing project developers to manage the price risk o theircarbon assets.

    2007 Report

    Green Financial Products& ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    UBS (Lux) Equity Fund Eco Performance:

    Since its launch in 1997, UBS (Lux) Equity Fund Eco Perormance hasbeen a segment leader. Within our years, total assets had reached nearlyUS$250 million, at which t ime it became one o the worlds largest greeninvestment unds, with the majority o assets being directed to eco/ socialleaders and the balance to eco-innovators. Driving the creation o thisproduct was an understanding that high eco-eciency can result in costsavings, which can lead to greater prots and attractive returns. By addingemerging environmental leaders to conventional investment strategies,

    the und has invested in new and promising investment opportunities inthe areas o eco-innovation, such as those related to uel cell technology,organic supermarket operations, and improving water quality.

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    5 UNEP FI Green Financial Products and Services

    limited to, Certifed Emission Reduction credits (CERs) or Emission Reduction Units (ERUs))

    rom existing emission reduction projects, or invest in new projects that will generate a stream

    o CO2emission reduction credits. Where government-led carbon unds oer a compliance tool

    or governments to meet their Kyoto objectives, private carbon unds oer regulated companies

    a cost-eective compliance instrument, and also provide traditional investors with the potential

    or cash returns and marketing and CSR opportunities.

    Insurance

    Green Insurance: This type o insurance typically encompasses two product areas: 1)

    insurance products which dierentiate insurance premiums on the basis o environmentally-

    related characteristics; and 2) those specifcally tailored or clean technology and emission

    reducing activities. Examples o green insurance products include green auto insurance, where

    the premium is linked to the use and thus environmental ootprint o the vehicle, and

    green home insurance, where special rates are provided or energy efcient buildings or

    carbon oset schemes are oered to help clients achieve carbon neutrality.

    Carbon Insurance: There are many risks

    inherent in emission reduction transactions,as well as low-carbon project assessment and

    development activities. In response, some

    fnancial institutions now oer insurance

    products to manage carbon credit price

    volatility. For instance, Swiss Re oers a

    carbon-delivery insurance product based

    on Emission Reduction Purchase Agreement

    contracts, and AIG and Marsh oer coverage

    on all traditional and Kyoto-specifc risks

    associated with these riskier environmental

    schemes. Swiss-Re has also created theContingent Cap Forward or Emissions

    Reduction Trades, an insurance product that covers counter-party and delivery risks aced by

    buyers o EU allowances, to ensure that carbon transactions are completed within a certain

    cost range.

    Summary of Key Findings by Sector

    Retail BankingOpportunities in the retail banking sector are the most diverse. The real innovation in the

    area o retail banking is not simply the introduction o new niche green products or retail

    clients, but the integration o environmental incentives into mainstream oerings. These

    should be aimed at encouraging private consumers and SMEs to pursue more sustainable

    choices and practices, without requiring them to dramatically alter their liestyles or business

    approaches.

    Though experience with green mortgage products has made the process o valuing energy

    savings clearer and more verifable, these fnancial products have, perhaps surprisingly, allen

    short o industry expectations. According to some industry experts, this reality is at least

    partially due to the lack o consumer awareness about the fnancial products.

    Corporate & Investment Banking

    Though to a lesser extent than their European counterparts, North American banks are

    becoming increasingly involved in securing and contributing to green project fnancing

    arrangements. The emergence o innovative project fnance instruments or large renewable

    energy projects is being driven by increased attention to environmental sustainability and

    national energy security, and the expansion

    o regional green power markets, supported

    through government initiatives (e.g. Renewable

    Portoolio Standards, Product Tax Credits).

    Valuable examples and lesson learning

    opportunities are also emerging outsidethe traditional private banking space with

    respect to fnancing priority environmental

    2007 Report

    Green Financial Products

    & ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    Green Building Replacement and Upgrade Coverage

    The Caliornia Firemans Fund has launched a rst o its kind Green-GardCertied Green Building Replacement and Upgrade Coverage. The productinsures customers investments in new, energy/water-ecient homes andgreen renovations or existing buildings. The scheme is also designed tooer property upgrades, with options to rebuild with green alternatives,including: EnergyStar rated electrical systems; interior lighting systemsthat meet LEED or Green Globe requirements; water ecient interiorplumbing; and EnergyStar qualied roo and insulation materials. In thecase o property loss, Green-Gard clients are visited by a LEED accreditedproessional, responsible or overseeing the repairs. In the case o incomeloss, due to the use o alternative power generating equipment, thiscoverage provides income reimbursement.

    2007 Report

    Green Financial Products& ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    Though many European banks took an early lead in pursuingenvironmental market business opportunities, a number o North Americannancial institutions have made green nancial product commitments.Examples o those paving the way, through a combination o ambitious

    environmental agendas and nancial commitments, include: Citigroup ($50billion), Bank o America ($20 billion), Morgan Stanley ($3 billion), GoldmanSachs ($1 billion) and Wells Fargo ($1 billion).

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    6 UNEP FI Green Financial Products and Services

    inrastructure. In particular, EcoSecuritization techniques are now being employed to gauge

    the easibility o fnancing this natural inrastructure, which may enable the introduction o a

    new debt instrument that uses the entire spectrum o natural assets as security.

    In interviews, most banks currently consider climate change as the most important

    environmental issue they ace. In response, carbon commodity products and services are

    developing at an extraordinary pace, particularly among European and Japanese banks. The

    innovation displayed by the ront runners in carbon fnance is based on their capacity to

    identiy opportunities or carbon asset generation across all types o fnancing activities (e.g.

    BNP Paribas)North American banks, the majority o which have not started activities related to carbon

    fnance and emissions trading, are likely to ollow suit, especially once GHG emissions

    regulations are implemented across Canada and the US. Once subjected to a carbon

    constrained regime, North American banks will be driven to provide products and services to

    help clients meet compliance, while also participating in market speculation

    Asset Management

    The scope o risk management practices in the Asset Management space is expanding,

    whereby the extent to which these institutions are concerned with managing operational

    and compliance risk now equals their concern or managing market and credit risk. Here,

    challenges and opportunities exist or those who incorporate the entire spectrum o risk-related issues into their business practices.

    In terms o uture product development, orward thinking asset management frms will likely

    ocus on the management and growth o green unds. As shown in Europe, unds aimed at

    supporting green business models can become mainstream and result in fnancial gain. In

    some cases, government policy has played a critical actor in the success o certain green

    unds, such as the Dutch Green Fund experience. In other cases, state-led initiatives were

    unnecessary or these green products to emerge or achieve success, such as the UBS (Lux)

    Equity Fund Eco Perormance experience.

    Risk aside, the most orward-looking frms are also likely to provide broad consideration to

    environmental issues when fnancing companies through the capital market, as well as when

    providing IPO support to companies in the sectors o clean technology and carbon creditdevelopment services.

    Insurance

    Insurance is a sector where green versions are likely to grow signifcantly over the coming

    years. Currently available products include some o the ollowing eatures: insurance

    premiums linked to vehicle usage; coverage or LEED-certifed buildings; carbon neutral

    home/auto insurance; coverage or environmentally vulnerable SMEs; coverage or price

    volatility and Kyoto project risks; coverage or emission reduction credit guarantees; and ad-

    hoc insurance products or renewable/clean energy projects.

    Key Opportunities

    Given that most green fnancial products and services have only recently emerged, it is

    challenging to gauge, with any level o certainty, their current or potential success. However,

    while green fnancial product and service opportunities will vary across sectors and markets, a

    high-level overview o key opportunity areas can be perormed.

    Emerging Market Opportunities or Green Financial

    Products

    Carbon Market: Carbon commodity products and services are developing at an extraordinarypace, particularly among European and Japanese banks. In these regions, setting up

    emissions trading desks, oering cutting-edge derivative products based on carbon assets,

    and investing and buying credits rom CDM and JI projects are all positioned to become

    mainstream in one or two years. North American fnancial institutions that amiliarize their

    stakeholders with the complexities o the carbon market will likely improve their reputations,

    while ensuring that uture carbon market opportunities are accurately identifed and pursued.

    Green Buildings: North Americas green commercial building sector is growing at an

    unprecedented rate. By the end o 2006, over 6% o the US non-residential construction,

    equivalent to approximately US$15 billion, was considered green, whereas only six years ago

    this segment was less than 1%. In 2007, it is estimated that green building development will

    actually reach a tipping point, where nearly two-thirds o US builders will opt or green overconventional designs.

    2007 Report

    Green Financial Products

    & ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

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    7 UNEP FI Green Financial Products and Services

    Clean & Environmental Technology: Over the coming decades, tapping into clean energy

    and environmental technology opportunities will continue to require innovative fnancing

    packages, developed through a long-term lens. Along with the market valuation o the

    environmental sector, global investment in clean technology companies expanded rapidly in

    2006. By 2010, New Energy Finance predicts that the growing environmental industry will see

    approximately US$100 billion in private equity deals around the world.

    First Mover Opportunity or Green Financial

    ProductsBanks can market the benefts o going carbon neutral, while selling products and services

    required or customers to realize this goal. This is especially relevant to the retail banking and

    insurance sectors.

    Stakeholder Alignment Opportunities or Green

    Financial Products

    Financial institutions can become amiliar with the entire product value chain by partnering

    with contractors and manuacturers to oer green fnancial products.

    Financial institutions can align green fnancial product and service development with

    ederal, provincial, state, regional, or municipal environmental and energy policies, targets or

    incentives.Financial institutions can collaborate with environmentally-ocused non-governmental

    organizations and academic groups to design and oer green fnancial products through:

    afnity relationships; supplementary items in product packages; client workshops; and the

    design o robust environmental lending criteria.

    Marketing and Strategy

    Opportunities or Green

    Financial Products

    Financial institutions could establish

    a structured branding approach to green

    fnancial products and servicesFinancial institutions should attempt to

    understand and design green and conventional

    banking products in the same manner. This is

    particularly true when considering key product

    enhancing eatures, such as: exibility, user-

    riendliness, virtual access, ease o personal

    management, bundled package options and

    low-risk.

    Financial institutions should identiy and

    address barriers to green fnancial product

    and service uptake. These barriers may include lack o product inormation and stakeholderawareness, inexibility o product design, or uncertainty on costs versus returns.

    Financial institutions should undertake market research and analyses on the environmentally-

    related needs and desires o individual customer segments, in order to ascertain which

    groups are most likely to consider eco-products as complimentary to their liestyles, interests

    and fnancial goals.

    Financial institutions can attempt to overcome perception barriers and stimulate demand or

    green products and services through creative, educational marketing campaigns.

    Looking ahead, as more quantitative and qualitative track records emergeor green nancial products and services, some key questions should beasked when measuring product perormance and promise. For instance,does the oering:

    Achievehighlevelsofnancialperformance?

    Attractaparticularlylargenumberofcustomers?

    Lastovertime,orneedtobere-launchedyearafteryear?

    Raisetheenvironmentalawarenessamongallstakeholders,including

    clients,shareholders,employeesandthecommunity?

    ReceivepositiveattentionfromthemediaandenvironmentalNGOs?

    Prompttheintroductionofmoreenvironmentalproductsandservices?

    Improvebrandrecognitionandcorporateimageamongstakeholders

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    8 UNEP FI Green Financial Products and Services

    About the UNEP Finance Initiative

    The United Nations Environment Programme Finance Initiative (UNEP FI) is a strategic public-

    private partnership between UNEP and the global fnancial sector. UNEP FI works with over

    160 fnancial institutions that are signatories to the UNEP FI Statements, and a range o partner

    organisations,to develop and promote linkages between the environment,sustainability andfnancial perormance. Through a comprehensive work programme, regional activities, training

    and research, UNEP FI carries out its mission to identiy, promote and realise the adoption o

    best environmental and sustainability practice at all levels o fnancial institution operations.

    2007 Report

    Green Financial Products

    & ServicesCurrentTrends andFuture Opportunitiesin NorthAmerica

    Preparedforthe NorthAmericanTask Force (NATF)of the

    UnitedNationsEnvironment Programme Finance Initiative

    UNEP FI North AmericanTaskorce Members

    Tony Basson

    Senior Manager, Environmental Risk

    ManagementCIBC

    [email protected]

    Kim Brand

    Senior Manager, Corporate Social

    Responsibility

    Scotiabank

    [email protected]

    Beth Gilroy

    Vice President, U.S. Community & Public

    Aairs

    Bank o Tokyo-Mitsubishi UFJ

    [email protected]

    Vijaya Govindan

    Director, Socially Responsible Investments

    UBS Global Asset Management

    [email protected]

    Kaj Jensen

    Public Policy - Environmental Initiatives

    Bank o America

    [email protected]

    Sharon Maharg

    Director, Sustainability Management

    Global Origination

    WestLB AG, New York [email protected]

    Sandra Odendahl (Chair)

    Director, Corporate Environmental Aairs

    RBC Financial Group

    [email protected]

    Richard Pearl

    Vice President, CSR Ofcer

    State Street Corporation

    [email protected]

    Bhavna Prasad

    Vice President, Environmental AairsJPMorgan Chase

    [email protected]

    Lillian Ranalli

    Director, Corporate Environmental Aairs

    Government and Community Relations

    TD Bank Financial Group

    [email protected]

    Valerie Smith

    VP, Environmental Aairs

    Citigroup

    [email protected]

    Ula Ubani

    Senior Manager, Corporate Responsibility &

    Sustainability

    Bank o Montreal

    [email protected]

    UNEP

    Paul Clements-Hunt

    Head

    UNEP Finance Initiative

    [email protected]

    Lisa Petrovic

    Programme Ofcer

    UNEP Finance Initiative

    [email protected]

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    F: (416) 341-0383

    DisclaimerNoticeThe inormation containedin the report is meant orinormational purposes onlyand is subject to changewithout notice. The contento the report is providedwith the understanding thatthe authors and publishersare not herein engagedto render advice onlegal, economic, or otherproessional issues andservices.Subsequently, UNEP FI isalso not responsible orthe content o web sitesand inormation resourcesthat may be reerencedin the report. The accessprovided to these sitesdoes not constitute anendorsement by UNEPFI o the sponsors o the

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