An article in the website Sustainable Brands (http://www.sustainablebrands.com/news_and_views/articles/procter-gamble-developing-sustainable-chemicals-biofuel-company) describes Proctor & Gamble’s use of Zeachem, a cellulosic biorefinery manufacturer that uses raw material from poplar and agricultural residues and uses natural bacteria that produce no Co2 during fermentation. The consumer goods company has targeted use of such suppliers with a goal of 100 % renewable sourcing of packaging and chemicals.  Given such independent steps by consumer products manufacturers, is there a role for regulatory mandates regarding emissions in such industries ? Is the driving factor consumer preferences and thus demand protection by these brands ? Will decisions by such large brands act as an externality in spurring more sustainable practices across other industries that do not have a similar consumer demand pull ?