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Market Viability

Market Viability


The green economy includes a broad array of goods, processes, and services related to renewable energy, energy efficiency, sustainable construction and transportation, optimized resource consumption, minimized waste, and more—most of which are still considered “emerging” or “new” to the market.  

Market Viability

The viability of these green products and services has to date been strongly influenced by private- and public-sector investments. These investments occur at the global, federal, state, and local levels and serve to balance the risks of adopting these "new" products as they reach a tipping point of viability marked by technological feasibility, affordability, and market acceptance. 

Training programs are often treated as services—either to employers in need of skilled workers or to learners in need of specific skills. But spending on training can also be seen as a calculated risk because it means investing in emerging skills and technologies that may not have reached market viability.   

When planning their future offerings, training and education programs are wisely tracking trends in national, state, and local priorities and viewpoints to determine whether to invest in green training, and if so what types of green training to prioritize in the near and long terms. 

Most program leaders actively monitor trends that may not be workforce-specific but have meaningful workforce implications. Here are some examples of the types of trends they watch and where they get their data: 

In Action

Here are some examples of how the training organizations we interviewed are responding to labor market trends with the help of feedback from employers. 

Some cities and states have levied fees on electrical, natural gas, or other utility bills to raise revenue to support green initiatives like programs that increase energy efficiency, create clean energy jobs, or provide funding to help people with low incomes pay energy bills or finance energy efficiency projects.   

Rising Sun Center for Opportunity’s Climate Careers program in Oakland, California, is largely funded by utility ratepayer dollars, and one of the organization’s leaders told us that there is “no amount of philanthropic money that could replace it.” By monitoring where ratepayer dollars go, Rising Sun has seen local funding move toward decarbonization efforts and has pivoted its training programs to better align with that trend.  

Individual States_Market Viability_California

Rising Sun

Programs often design their training based on what an employer is willing to offer in partnership. In many cases, these types of arrangements lead to programs in which learners transition from classes and activities led by the training organization to on-the-job training (OJT) experiences with an employer. Models that include this type of real-world job experience can reduce barriers for workers who are new to an industry. And future employers can be confident that workers who have completed an OJT program have received training that’s aligned with employers’ needs.  

Seattle Jobs Initiative (SJI) found that for maritime jobs, employers will begin training once a worker has obtained a Transportation Worker Identification Credential (TWIC)—a federal ID card issued by the Transportation Security Administration in collaboration with the U.S. Coast Guard—and a Merchant Mariner Credential from the Coast Guard. SJI can then focus on fundraising while supporting programs that get learners TWIC-certified and referred to OJT opportunities with employers. 

Individual States_Market Viability_Washington

SJI

Partner4Work in Pittsburgh worked with more than 30 employer partners to confirm that they were eligible to access tailored services and dedicated workforce training funds made available through a Pennsylvania Department of Labor and Industry grant. Other training organizations should consider engaging in this type of exercise with potential employer partners, because many local employers—including HVAC, roofing, and insulation companies, for example—may not see themselves as part of the clean energy field, when in fact they play a critical role in the sector by advancing energy efficiency and thereby reducing demand on the grid.   

By accurately classifying skilled trades occupations as clean energy jobs, Partner4Work took full advantage of a regional opportunity to “secure dedicated funding streams” and showed how important it is to “coach employers to make the most of those investments,” said Bonny Yeager, the organization’s senior manager of industry solutions.  

Individual States_Market Viability_Pennsylvania

Partner4Work

Education and training providers must be flexible and agile so they can pivot to capitalize on new sources of funding as they become available. For example, in North Carolina, The Industrial Commons partnered with the state’s Department of Public Instruction (DPI) to develop a program that offers high school students coursework aligned to career pathways in the textile industry. The Industrial Commons had been exploring ways to engage educational partners in the community, and the DPI partnership solidified its strategy of expanding into K-12 education. 

Individual States_Market Viability_North Carolina

TIC

Resources and Reflection Questions

The resources and reflection questions listed below are meant to serve as a starting point for strategic conversations. Involving colleagues from other internal departments or external organizations, employers, and/or learners and workers can help strengthen your understanding of the best next steps for your organization and region. 

Endnotes

  1. Emma Cox, Will Jackson-Moore, James King, and Rebecca Osmaston., State of Climate Tech 2024: Seeking an Edge as Dealmaking Slows, PwC, December 3, 2024, https://www.pwc.com/gx/en/issues/esg/climate-tech-investment-adaptation-ai.html.
  2. Sean Tucker, “America Set EV Sales Record in 2024,” Kelly Blue Book, January 14, 2025, https://www.kbb.com/car-news/america-set-ev-sales-record-in-2024/.
  3. The Business Council for Sustainable Energy and Bloomberg NEF, Sustainable Energy in America 2025 Factbook: Tracking Market & Policy Trends, February 2025, https://bcse.org/market-trends/.
  4. Lori Bird, Andrew Light, and Ian Goldsmith, US Clean Power Development Sees Record Progress, As Well As Stronger Headwinds (Washington, DC: World Resources Institute, February 21, 2025), https://www.wri.org/insights/clean-energy-progress-united-states.
  5. Elizabeth Weise and Suhail Bhat, “Local Governments Block Green Energy: Here’s How USA Today Measured the Limits Nationwide,” USA Today, February 4, 2024, updated March 6, 2025, https://www.usatoday.com/story/news/investigations/2024/02/04/green-energy-nationwide-bans/71841275007/.