Sustainable innovation: Waiting until 2050 is missed opportunity
In a series of blog posts, Marco Coolen provides insight into his work as a Dutch and European patent attorney at AOMB.
Published on April 27, 2025
Marco, a patent attorney at AOMB since 2013, shares his expertise on IO+ about patents—how they work, why they matter, and when they lose their value.
Many companies are postponing their climate ambitions until 2050. That may sound logical—why invest now when regulations and market demand are still evolving?
However, from a business perspective, that may not be the wisest move. While your competitors are waiting, you have a unique opportunity to shape the market.
Early birds claim the standard
When most players in your sector are postponing the transition to sustainability, that simply means there is less competition for innovation. That is the perfect time to claim basic patents.
A basic patent lays the foundation for future developments within a particular technology. When you are the first to register a significant innovation, you set the standard in the market. This not only means that competitors will have to work around your technology, but also that you have a strong starting position for licensing, partnerships, and further product development.
Marco Coolen, photo © Bart van Overbeeke
Why it pays to get started now
Applying for a broad and strong patent is much easier if you are active in a technical field where few patents have been filed. The fewer patents there are, the greater the chance that your application will be approved without restrictions or legal opposition.
By focusing on sustainable innovation now, you can build a head start before the market is ready. This means that when sustainability does become a strict requirement—whether through legislation or customer demand—you will already have a solid position while your competitors are still at the starting line.
Staying ahead of the competition
We have seen this before in various sectors. Companies that invested early in electric vehicles, solar energy, or bioplastics now have a considerable head start. Why? Because they applied for basic patents on time and built up crucial knowledge. Companies that are only just getting started now are facing high investment costs and legal restrictions.
You can do the same in your sector. Whether it's sustainable production methods, energy savings, or circular materials, chances are you still have a clear path to set the standard.
Don't wait until 2050 - be prepared
The question is not whether the market will develop, but when it will. Entrepreneurs who innovate now will have the most significant opportunities when sustainability becomes a hard requirement. It is wise to investigate whether there is still room in your industry to claim basic patents and gain a head start.
You don't have to change everything right away. However, if you begin researching where to take the first steps now, you'll be well-prepared when the market shifts.
Postponing sustainable innovation until 2050? That may be a strategy for those who lag behind. Entrepreneurs who take action now can set the market standard and cut off their competitors. It's an opportunity that may only come once. Why wait when you can shape the future now?
The World of Patents
Dutch and European patent attorney Marco Coolen (AOMB) gives us a better understanding of the world of patents. How do they work, why are they important, but also: when do they lose their usefulness?
View The World of Patents Series