ges by doing so. Nonetheless, these companies are not numerous. Thus, the solution to the problem is to give companies incentives to reduce their emission level. These incentives can come from international regulations, but we saw that they have not been very effective and rather slow so far. The problem is a political problem about global governance. It is thought that the creation of a World Environmental Organisation (WEO), as a par to the World Trade Organisation (WTO) might be beneficial to the international regulation process. However, it is not done yet, and the Kyoto Protocol is currently threatened. It has been even more endangered with the recent declaration of George W. Bush, saying that the United States will not ratify the treaty. And we know that the US plays an important role in global warming as they emit 25% of worldwide GHGs whereas they only count for 4% of the population on Earth. The second way to give incentives to companies to reduce their emission is through customer demand for 'green' products. In fact, Bush was so odious that the international community condemned its position and since, global concern about environmental issues has never been so strong. Thus, the non-ratification of the Kyoto Protocol by the US will perhaps have an opposite effect of what Bush was expecting for the American economy, as consumers might demand greener products in the near future. If Bush had taken basic marketing courses, he would know that today, customers are kings and companies are very focused at providing them exactly what they want. Companies are more concerned about customers than politics. By the way, reducing GHG emission might not be as harmful for the economy as Bush thinks, considering examples like Gilette. Thus the solution of the climate change issue might come rather from consumers than politics. That is why NGOs have to play an important role today by publicising the issue to the global community in accord with t...
