Most transitions are hard—the transition to net zero is especially so. But with political will, new business models, and major investments, saving the planet does not have to break the bank. In fact, Jens Burchardt, BCG’s global expert on climate impact and cofounder of its Center for Climate and Sustainability, argues that companies and countries that aggressively address climate issues will grow more swiftly than their slower counterparts. Many consumers, he says, would gladly pay 2% extra for net-zero products and services, a modest premium that would allow many companies today to go green.