Countries such as Denmark, Finland, Germany, Japan, The Netherlands, Norway, Sweden, and Switzerland have apparently turned in some of the most successful environmental policy performance in recent decades. The reason has much to do with their adoption of ecological modernization discourse. This discourse is most at home in prosperous consensual democracies, though it has spread to many countries, including developing ones, as well as to global governance. Ecological modernization sees environmental protection and conservation implemented by government as good for business, and so economic growth. The slogan “pollution prevention pays” is prominent. Ecological modernization is largely a moderate technocratic discourses that stresses green re-tooling of the capitalist economy, though more radical “strong” versions exist that would contemplate thoroughgoing structural change that moves beyond the liberal capitalist status quo.