Green procurement dramatizes the de facto regulatory power of green market creation. But, as I will explore further in the next chapter, the marriage of knowledge and green consumer market power can constitute a new non-state regulatory force. Increasingly we are finding initiatives like organic food, green energy, sustainablyharvested wood, and green building certification systems. Many of these voluntary market-based initiatives actually apply standards that are far more rigorous than those mandated by government, and they are by no means limited to fringe niche markets. Green building assessment systems like LEED, for example, have begun to affect mass marketsjust as organic food and wood certification have done now for several years. Green consumerism and green market creation, tied to comprehensive knowledge, can thus serve as the strategic pivot point for transforming the form and content of production, as well as the rules and driving forces of the economy. The effect of such market transformation is the creation of what Korten (1999) calls mindful markets